Companies invest billions in content marketing to raise brand awareness and engage customers. In a 2017 survey, nearly 90% of successful B2B marketers reported being extremely or very committed to this practice. About 75% of respondents said they create and deliver content consistently.
As a small or medium-sized business, you know that every penny matters. Perhaps you’re tired of spending money on pay-per-click ads. One way to reduce advertising costs is to increase organic traffic to your company’s website or blog.
Organic traffic refers to visitors who find a website through unpaid search results. For example, if you google “vegan protein powder,” you’ll get results that include paid ads and organic listings. Visitors who click on any of the organic results in search engines will count as organic traffic.
A well-thought-out content marketing strategy can help you rank higher in search results and get organic traffic. This means you’ll end up spending less on advertising and reach a wider audience.
Interested to find out more? Use these tips to create a content marketing plan that drives organic traffic!
First things first, make sure you know a thing or two about organic traffic and why it matters. There are many strategies you may use to drive website traffic, from pay-per-click (PPC) to social media marketing. Some are free, while others require ongoing investment.
Organic search engine optimization (SEO) encompasses different strategies designed to increase organic traffic. Simply put, this practice aims to improve a website’s rankings in organic search results through link building, content creation, and so on.
Compared to paid advertising, organic SEO takes longer to work but may provide greater value. Consumers who find your website or blog via organic search results are more likely to convert. They have a specific intent and expect your website to fulfill their needs.
A major advantage of organic SEO is that it generates longer-lasting results. With PPC advertising, your traffic might drop as soon as you stop paying for ads. Organic SEO, on the other hand, can drive traffic to your website for months or years.
Moreover, users trust websites that rank organically in the top positions on Google and other search engines. As a result, they’re more likely to take action, whether you want them to buy a product or download an eBook.
Note that Google favors websites with consistent organic traffic. Additionally, you’ll get a higher return on investment with organic SEO than you’d get with paid advertising. Other potential benefits include:
Getting organic traffic involves using SEO best practices. This can enhance users’ experience, leading to more sales. A website that offers quality content, for example, is more likely to engage and retain visitors than one looking like a sales pitch.
A solid content marketing strategy can boost organic traffic, build trust, and generate leads. It’s also one of the best ways to strengthen your brand and remain competitive. Getting started is the hardest part.
Should you write blog posts, white papers, or eBooks? What about social media copy and newsletters? It all comes down to your marketing goals.
Try to draft a content marketing plan that aligns with your objectives. Think about the keywords you want to rank for, define your target consumers, and find out more about their needs and pain points. Next, focus on creating content that is relevant to your audience and provides value.
Not sure where to start? Check out these content marketing hacks to get more traffic and sales!
Start by getting to know your audience better. Conduct online surveys and polls to determine what type of content they are interested in.
For example, you could ask your email subscribers about any challenges they’re facing and then create content that addresses their pain points.
If, say, your prospects are struggling to make savings, you could share some tips on how to cut costs and budget more effectively.
Another option is to write about your products or services and how they can help users reduce their expenses. Or you can write about your latest promotions and sales events.
Forums, social media groups, and online platforms like Quora and Reddit are excellent resources. Look for groups of potential customers and engage in conversations. Create content around their questions and then publish it on your website to drive organic traffic.
Keyword research is an integral part of organic SEO. However, you can’t use just any keywords.
Let’s say you want to buy a new pair of sneakers. You go online and type “sneakers” into your favorite search engine. The first two pages will feature popular brands like Adidas, Nike, Asos, and so on.
If you search for “sneaker stores in New York City” or “men’s sneakers on sale,” you’ll get a wider range of results featuring local and international brands. That’s because long-tail keywords, like “men’s sneakers on sale,” are more specific and less competitive than short-tail keywords, such as “sneakers.”
As a small business owner, you want to optimize your content for long-tail keywords. They have higher conversation rates and allow you to better target your ideal customers.
Use Google Keyword Planner and other free or paid tools to identify keywords with high search volume and low competition.
Next, scope out your competition to see what topics they cover and identify their most popular posts.
Try to create content that covers the same topics or similar topics from a different angle. Add new information along with quality images, infographics, videos, and other visual elements.
Use a mix of short- and long-form content to target different customer segments. A short post, for instance, could cover a trending topic. Write longer posts to provide in-depth information on evergreen topics.
Now that you know more about content marketing, you might be thinking that you lack the time needed to make it work. That’s where content writing services come in handy.
Consider working with a freelance writer rather than hiring an in-house team. This way, you’ll cut costs and gain access to a global talent pool.
So, what are you waiting for? Fill out our online form to find a skilled writer who understands your business and its needs.