Many businesses like yours ask our team how they can be found in the search engines and how they can implement an effective marketing and content strategy that will influence buyer behaviour.
The first thing to remember is that digital marketing has dramatically evolved in the past two decades and continues to develop every single day.
Digital marketing is always evolving
Traditional marketing would previously encompass the application of fairly intrusive tactics to push sales messaging in front of a mass marketplace. Today things have changed, as businesses like yours adopt a digital focussed organic search strategy, coupled with a shift towards value-based content marketing.
There are lots of companies dipping their toes into content marketing, realising that more success comes from attracting engaged, targeted audiences through helpful interaction at each stage of the buyer’s journey. However, there are still a few struggling to piece all the correct elements together that make for successful and highly ranked content in an overcrowded cyberspace.
Content types for buyer’s journey stage
From the outset, you need to have content that is optimised throughout the buyer’s journey. The type of content produced depends on which stage in the journey you are writing for. As a quick rule of thumb, follow this guide:
Once you have decided on content type, you can set about drafting your content. This leads us to our next vital step.
Content must be optimised for SEO
Without regularly posted unique content, your website will lose position in the search engine results pages (SERPs) and content that isn’t optimised for SEO will fail to be found. This means that if you want to win in the world of content marketing, content and digital marketing teams need to form a strong alliance, working together towards the same goal
We’ll show you how to do this next.
Before drafting your piece of content, you need to identify and select the keyword phrases which are most likely to bring in relevant traffic. You can do this by consulting your website analytics to find out what your customers are searching for, determining what you want to be found for or piggybacking on a timely topic.
Once you’ve decided on your keyword(s), you then need to narrow it down and be more specific. For example, you are unlikely to rank for the word ‘beer’ but you will stand a better chance if you develop content such as ‘craft beer to pair with cheese’.
The art of storytelling
You can then set about developing your blog post. Make sure you have a clear value proposition for your prospective customer. This will help you make sure you are offering them something helpful and not just selling to them, while reaching your overall objective.
To help, here are some suggested approaches:
- How to guide
- Little known advice for the beer connoisseur
- Things you should know
- Lists – ‘top ten tips’ etc.
- Posing questions to challenge pre-existing perceptions
- Negative angle – “This is why 54% of bars are failing”
- Secrets – an insider’s revealing advice
- Quick tips
- Interesting data
Whatever your choice, always make sure you are always adding something new and not just regurgitating the same message as has already been written by you or your competitor.
Optimising your post
Don’t forget to use your keywords in the title of your blog and throughout your content – specifically the first paragraph.
Next, you need to use your keyword phrase in appropriate meta tags, such as the meta description, file name, alt text of your accompanying images, as well as the description of your content.
You should then make sure that you use internal linking within your website if possible. For example, at the bottom of your blog post, link to other relevant content within your site using optimised anchor text.
Although there is much more to talk about on this subject, we hope you get a basic understanding of how to develop highly ranked content that influences buyer behaviour.
If you would like to talk to our team at Wired Studio in further depth, you can contact us here.