Creating a content strategy maximizes the effectiveness of your inbound marketing campaign by appropriating content to complete specific objectives. Driving traffic to your website requires building different forms of content to serve different purposes for a complete campaign. We make sure your website is able to attract, educate, and convert visitors in order to provide your company with new clients.
Communicate your offering
Starting at ground zero, the content you build on-site should provide your visitors with a clear idea of what your company offers and the benefits of investing in your business. The strategy used to communicate your product should highlight the most important pages and gently urge visitors towards an actionable goal.
Convert your visitors
In most cases, companies will benefit from building a central page that serves as the conversion page. A conversion page or pillar page will emphasize the benefits of your product with a call to action within the body of the text. The purpose of this page is to get visitors excited about your product and urge them to contact you about getting started. Conversions are considered completed goals such as calling your business, filling out a contact form, sending an email or entering the sales funnel by entering an email address for a newsletter subscription.
Satisfying search intent is a crucial factor in optimizing the content on your website for search engines as well as users. Search engines extract the meaning of your content and will assess how well it provides a solution to any given query. Optimizing your content has become more strategic due to the fact that websites are required to respond to searches with comprehensive solutions that are hyper-focused on a specific topic. The bar is continually being raised for the level of quality needed for a page to perform and rank in a top position in the search results.
Provide comprehensive solutions to optimize your content
One on-site content strategy includes using posts and supporting articles to provide finer details to the main topic on a pillar page. One of the benefits our SEO services provide is identifying the most searched phrases that are directly related to your main product and create pages to capture that traffic. These supporting pages provide additional detail to your main topic, contribute to the comprehensiveness of your solution to a search which optimizes your content and builds more traffic to your site.
Use content as a link building strategy
Building pages to optimize your site is typically the first step in building traffic but does not complete the entire process. In many cases, optimizing the content on-site will increase the volume of traffic you receive, however, search engines consider off-site optimization as a vote of credibility in the assessment of your site. Therefore, content must be written to attract and build backlinks to your site.
On-site content is often written for the purpose of link building. There are many forms of content that will serve this purpose and as different as they are in structure, they share the same purpose which is to provide the reader with a solution to a problem. The goal is to give away value so that the reader will be more than happy to share the page within their network.
Publishing in-depth, long-form content has been a typical method of building a page that provides enough value to readers that they will share it on social media or link to it from their website. Other methods include interviews, case studies, statistics, expert round-ups how-to guides, ultimate strategy guides and infographics. Choosing the method of content delivery depends on the audience, but the goal is to give away information that is so useful and valuable it will be linked to and shared to create backlinks and traffic to your site.
Brand your business
Off-site content is a more direct approach to link building that requires content being written specifically for blogs and websites in your niche. Many blogs will accept articles from guest authors making this method of link building a white hat method that can produce successful results. The goal for content published off-site is to acquire backlinks, obtain referral traffic and brand your business. Publishing high-quality articles on high-traffic blog sites will spread the awareness of your company and what you have to offer as a business.
Content is needed to optimize your website, build credibility and authority through link building, drive traffic to your site and convert the visitors you receive. It is absolutely necessary to establish an organized and effective content strategy for your website to maximize the traffic and new clients it generates.