Content is everything. And content marketing is the heartbeat of blog marketing. The reason for the proliferation of blogs all over the internet is marketing.
Everyone is struggling to get the large pie of consumer spending power. And since the internet is now at the heart of every transaction, blogs have become the tool. A lot of what we do with blogs today is content marketing. And it’s the difference between a successful blog and non-successful blog.
Also, Google has changed the way it views blogs. The new Google algorithm, RankBrain changes the way Google ranks Blogs. And if you are thinking of how to compete in the search space, you just found it.
In this third course module, we are looking at how search requests optimisation will affect both search trends and search revenue.
However, before we continue into the current course, you can take the first two course if you missed them. Here are the links: Course module one: What Is SEO? And Course module two: What Is Keyword Planner?
What Is Content Marketing?
The content market can be defined professionally or by common sense. But given between these two definitions is the message of marketing.
Content is king. That makes content marketing the king of marketing. The Power of blog content in influencing thoughts, beliefs and decisions, makes content marketing the most effective form of advertising.
Search engines are optimised to seek out the best contents of its library. That makes blogging a content marketing tool. And with the massive growth of internet searches, a blog is the most effective tool for marketing.
Also, blogs have become the credible, authoritative resource on topics that matter to the online audience. Providing many solutions to many problems and queries on search engines.
Content marketing is the best way to get traffic over time. It has necessary components that make it both useful and relevant to SEO. It provides value and information that answers questions of its target audience.
The reason search engines are going to love your content it’s because it’s valuable to an audience. But what drives visitors to your site is that the blog contents are answers to their need. And content marketing brings this value and solution in a way that makes it unique from you to your audience.
That is why there are over 200 million blogs out there, yet your site is just what some people love to read.
As much as you provide value with solutions but in a way that is unique to you for them. And they could value it above what others offer. That’s what makes them your audience.
How Google Works:
Google work by basic SEO strategy. And that is content. As long as Google lives, content is 80 per cent basic. You must have content to be ranked on google.
Any other thing you have to do is secondary.
The reason Google keeps changing its algorithm is to emphasise its core value. And to create room to index the best content the web has to offer.
Every time Google changes its algorithm, so many websites lose their exalted rankings because Google found better content in those niches than it previously ranked.
Although, sometimes content and who owns it are significant factors. As long as we may deny, domain name plays a vital role as well in Google branding culture. If a domain has not achieved brand identity yet, it may have potential. And this potential may count for something.
It happened when I started a local online store with the domain name (mystore). Even though it was a country domain name, it got to the top of Google Search for some essential keywords within three months.
In fact, some people were asking me how I achieved it. I know we did some SEO work, but the domain name is a keyword in our niche as well. That played a crucial role in our ranking.
Effective SEO Strategy:
Content is SEO strategy 101. If you are doing core content strategy for your blog, you are not doing search engine optimisation at all. You have to retrace your steps.
Google will always change its way of ranking. But the core values can never change. Search engines work in the same concept as a library. A library is not a collection of keywords, titles and Meta Description. But a stack of books. These books have contents that make them the writing they are.
The reason for keywords, title, Meta Description and etcetera is to properly index the content to make it easily accessible to anyone who is looking for it.
In the six primary components of a robust SEO strategy for online retailers, Pablo Palatnik made a famous case. Pablo Palatnik is the founder and CEO of ShadesDaddy.com, one of the largest online retailers of sunglasses in the world.
Pablo SEO Strategy:
He gave us this outline for a robust SEO strategy. And I want you to see why he choose this and what all of them represents.
- Meta tags
- Social media.
- Product images.
Now, look at the six components. All of them are content related. They all have substance. And there is nothing complicated or technical in all of this.
If you would learn this and master how to use them, you will rank successfully on search engines. You don’t need a miracle for this either. Just a simple strategy on how to maximise each one of them.
If you have read my article on how to create Stuff Google wants, you will learn how easy to get in the same bed with Google.
SEO is more natural than you think. Stop listening to experts. They are making money from it. SEO is the biggest milking facility for online traffic. Everyone wants a suck.
Content Marketing Keyword Strategy:
Keyword in simple terms is how people find your content on the search engine. The keywords that your content is relevant to determine how much traffic you are optimised to receive.
That is why content marketers pay much attention to keywords, even though Google would want them not to.
So, your keyword strategy is merely providing content for specific keywords. It’s not the other way round, where bloggers optimise content for specific keywords. They are not the same thing.
Implementing an effective keyword strategy is as important as the content. Although, Google is doing so much to deemphasize keyword SEO. They have done little to erase the need to optimise for keywords.
Of course, synonyms are still keyword strategy. Google wants you to be able to create good content without caring about keywords. It sees keyword as a significant distraction in content marketing.
As content providers target keywords, they sometimes lose the relevance of their content, and it’s divergence.
Google wants you to focus on your content more than how people are going to find it. In other words, your content should be your focus keyword. So, everything about your blog content should focus on the relevance of your keyword to the subject.
The Content Meta Tags:
The same applies to meta tags. Whether title tags, Meta Description, alt tag, whatever. Your content should be driving all of these SEO components. You are not writing your blog post for your meta tags. Instead, your meta tags should naturally come from your content marketing.
That is why SEO Plugin like Squirrly WordPress SEO tool focus less on how many more times your keyword appeared in your content. Instead, it looks at your title, description and image tag.
It’s checking for consistency in your content rather than keyword. It even alerts you when it noticed that too many keywords are found within a close range with each other – guiding against keyword stuffing.
However, the purpose of your meta tags should be to give relevance to your content and not necessarily for optimisation. They should follow your content plan.
Content Marketing Backlinks Strategy:
Again, we are dealing with backlinks with content. An effective SEO is content driven. Anything that you do should be content driven. And that includes even your backlink strategy.
Some bloggers try to get their links on any site to earn a backlink. It won’t make sense where you put your link unless it’s referring contents your blog content focus.
If you noticed, Google values .edu sites more. And the reason is simple, they are educational authorities and is considered quality content reference in any field.
Your backlink should follow a similar strategy. It doesn’t have to be education sites but any sites that are strictly related to your blog. The more related a backlink site is to your blog the more value you get from it.
Social Media Content Marketing Strategy:
Everything about the internet is content marketing. The very idea of the internet is advertising. And content is key to online advertising.
So, social media is no different from the rest of the internet. Your social media channel should also bring visitors to your blog from platforms such as Facebook, Twitter, Pinterest, Instagram, etc.
That could be the easiest and fastest channel with the most potential for your blog to drive instant traffic. But you should have a direction for your social media approach. You can use the post sharing feature to post from your blog direct to Pinterest, Facebook, Twitter and LinkedIn.
Social Media Tips:
- Your ability to stand out is your key to success. Your styles and content you share should be memorable and unique from others.
- Variety is also important.
- Use high-quality pictures
- Deliberately invest your time on social media well.
- Focus more on the social platform that gives you the most result. It’s best to do well at one network than trying to do a lot across several platforms.
- Make your contents shareable on all platforms to give your followers access to share it as well.
Product Image Optimization:
One of the critical aspects of SEO is image alt tags. It gives the images on your blogs keyword link to your post and can lead visitors to your blog. Google also has pages for pictures and video.
So, when you optimise your images for the same keyword as your post, it gives you an additional ranking on Google for images. And it’s part of on-page SEO. All you do is to change the image description name and add your focus keyword as an alt tag on the image.
What Is Keyword Blogging?
Keyword blogging is a term I use in describing modern blog content writing. In today’s blogging, you blog to provide solutions. That means we write primarily to answer the questions people have today.
In the Google search algorithm, questions are keywords. So, for each subject, is a keyword linked to a volume of traffic.
Keyword blogging is how we identify those keywords with traffic volume and write our content to provide a unique answer to that keyword question.
Google is not different from any Q&A site. Although the concept of Q&A is slightly different, it doesn’t make Google any more different.
Basic SEO Content Marketing Plan:
One of the reasons for an SEO strategy plan is to achieve a long-term goal. And drive pre-qualified traffic to your blog. With improved conversion rates that boost your online revenue.
You should have a plan for your content is you plan to take advantage of search engine traffic. When we did Mystore, we used the category structure. That strategy works with every SEO plan. Build your content as a category structure.
Cornerstone or Landing Pages
Start with the cornerstone contents. Pick the main blog content that you want to drive your strategy. Develop great blogs on them and use it as your cornerstone articles.
Cornerstone contents are the blog posts that are more important in your keyword strategy. You develop your blog contents and link every related page to these landing pages. It’s like that page that connects to other pages or associated pages on your blog.
Develop Courses or Guides:
You can use a course or user guide content approach for it. People come to Google to find out what they don’t know. Focus your cornerstone contents on providing the best possible answers to search visitors.
Using a course model or user guide strategy gives you an advantage. The visitors automatically feel you have a grasp of the subject and can provide more detail. Also, it keeps them on yours. Log for a while and can even make it come back again. If your course or guide is detailed, it might not be able to read it all at the same time.
I usually convert such blog post to PDF and read it later when I can concentrate. But it’s a great way of selling your visitors the idea that you are the right place for them.
Focus on Your Most Important Keywords:
The subject of a keyword is the reason your content get found on the search engine. So, using appropriate keywords would help you are perfect your content marketing strategy.
You should be vying for the most critical keywords in your niche. The bigger the traffic, the more relevant.
I know these top keywords may be hard to rank for, but give it a try. Because it’s a blog, you have chances to rank for as many keywords as possible.
You should know that the money keywords you target the more traffic. And to target more keywords means writing more contents. Think of it as a content strategy for keywords.
For every keyword, you want to target, product a dedicated content for it. If you have around important 500 keywords in your niche, go for the while 500.
If you can, get the estimated volume of traffic for the 500 keywords. That gives you a potential idea of the web traffic you are vying for in your niche.
See Content Marketing As A Solution:
In SEO strategy you should create contents that are solutions to problems. The best content marketing strategy is the one built around a question or a need.
Blogs are successful when they are targeting a particular niche with a solution. Finding a niche to create a blog is another way of saying find a problem to solve.
If you can drive your content strategy around a problem, you are more likely to drive more traffic to your blog.
What some bloggers don’t understand yet is how some blogs are more successful than others. It shouldn’t be a mystery at all. There will always be blogs that are more successful than others.
And there will also be blogs that are successful because they found a better way to solve the same problem other blogs are explaining.
Find A Unique Solution To Old Problems:
Your blog should not be the same as every other blog. Find the key to success for your blog. That key is in the uniqueness of your solution.
It doesn’t have to be a new solution. But it might just be the way you offered it. Sometimes how you write maybe want makes the difference for the audience. If you are witting your blog contents yourself, it can help infuse a uniqueness.
However, creating a unique solution to a problem is not that simple. But you have to find your unique value proposition.
Examples Of Content Marketing Strategy:
I will like up to show you examples that resonate with you. These examples created a unique solution to old problems. They didn’t try to pioneer new ways; instead, they choose a fresh path to solving the same old issues.
Here are my few examples:
Rich Dad Poor Dad:
Robert Kiyosaki took the world by storm with his book Rich Dad Poor Dad. And it quickly became a brand. It rounded up several rich Dad investment strategies in a unique way.
It wasn’t the first time investment advice was packaged into a book. But it was the first time someone gave it in comparison with how the rich and the poor view investment.
Merch By Amazon:
Merch By Amazon is a new self-service program designed to help you increase revenue through the sale of t-shirts designed by you but produced, sold and shipped by Amazon.
This print on demand service sell only the t-shirts your customers want to buy. . It was a unique way of selling t-shirts.
Moreover, the t-shirt business didn’t start with merch. A zone wasn’t the first to sell print on demand t-shirt. But Amazon brought a unique way to make money with the t-shirt, leveraging its already colossal marketplace. That was a value proposition that is not available anywhere else.
We know how Google bought over YouTube from San Bruno for a record $1.65 billion. YouTube was designed originally as a video sharing site.
But today YouTube is more than a video sharing site. Google turned it into a video Channel. It’s worth much more now than $1.65 billion San Bruno sold it.
YouTube brought videos to us the way Television couldn’t do. The video wasn’t new when YouTube started. YouTube made video the most excellent tool of the internet.
Interestingly, this little app that started as simple as a photo sharing software took the world by storm when Facebook offered $1 billion for it in 2012. And by 2014, just two years after the picture sharing app grew by value to $49 billion.
But Facebook already existed before Instagram was born. What did Instagram do that was not already happening on Facebook?
It’s called content marketing when you take what is already there and make it into what people never even knew they needed until you did. Instagram is an excellent example of content that works.
Another product that is a typical example of content marketing is WhatsApp. Before WhatsApp, we already have a text messaging (SMS) feature in mobile phones.
Facebook bought over WhatsApp after it tried to offset them with its messenger but couldn’t. It resolved to pay a whopping $19 billion. WhatsApp messaging app was founded by Jan Koum and Brian Acton, two former Yahoo! executives.
It changed the way text messaging works and how we choose to message ourselves.
In summary, I didn’t just want to use apps and websites to demonstrate examples for you. But I wanted to use things that will resonate with you. It’s not just about writing content for your blog, but writing blog contents that provide a unique solution to already existing problem.