Quality content is the driving force behind any lead-generating campaign. But if nobody ever sees your content, it doesn't matter how outstanding it is—consumers and businesses can't respond to content they can't find.
That's why you need to boost the marketing signal your company is putting out, by building a strong online presence through content marketing. Keep reading to learn more about the three key ways you can build that presence: blogging, social, and SEO.
Blogging for Maximum Marketing Results
"When taking a content-first approach, our job as marketers is not to create more content … it’s to create the minimum amount of content with the maximum amount of results." — Robert Rose
Blogging is all about what your readers take away from the content. It's about how they relate to what you've written, how your content makes them feel. If you are pushing out blog posts every day that have little to offer your target audience, then you're missing the point.
In fact, a whole lot of poor content can actually make you less findable, as those people who do make it to your website quickly leave it in search of higher quality, more relevant content. Keeping people on your site is crucial to making it onto the first page of a Google search, and if your content is no good, Google will see that.
That being said, regular blogging is a key way to boost organic traffic for your website. Timing is essential; as a marketer, you need to know when your target audience is most likely to have the time to check your blog for the next post. Post your content in the middle of a busy Wednesday, and it will probably get lost in the bustle of more timely content that gets published on Thursday evening — when people are actually looking for your content. Publish a blog post at least once or twice a week, and make sure it fits into your readers' schedules, and you will start seeing more traffic.
Time to Get Social
"There is no more B2B or B2C. It’s H2H: Human to Human." — Bryan Kramer
Medium- and large-sized businesses (and even some of the bigger small businesses) face the problem of being viewed as impersonal giants, corporations who have nothing in common with the day-to-day life of the average person. Even well-written, informative blogs that help readers solve their problems don't quite address this perception. That's where social media comes in.
Social media gives you a place to show your company's human side. Even in the B2B niche, your followers and the leads you hope to generate are still real people, and they'll connect with the real people in your company when they become clients.
You don't want to focus solely on your products or services in your social media posts; try to diversify your posts with behind-the-scenes insights, infographics, guest posts, simple questions, polls, and quotes for really engaging your audience through social.
And while you're at it, don't forget to use some quality SEO practices in your social strategy as well.
Search Engine Optimisation
"SEO is not about building links, it’s about building relationships to earn the links." — Nahid Hassan
While SEO is certainly not dead, it has come a long way from its humble beginnings back at the turn of the millennium.
Keywords are still valuable for reaching your audience; keyword-stuffing is not.
Link-building still gains your content credibility with Google's algorithms; paid links and spam-comment links do not.
Using honest, trust-building SEO techniques can direct traffic to your website and help you build a strong online presence over time.
Specific, relevant keywords provide a good place to start for generating high-ranking headlines, subheaders, and meta descriptions for your content. This applies to your blogs, social media content, and the landing pages on your website. Sprinkle your content liberally with inward links, to your home page and to other blog posts, and with outward links to quality sources.
Finally, guest post on other industry sites to gain links back to your site. It may take some time, but you will see results when you optimise your web content for search engines in a way that makes it usable for your readers as well.
Reach Your Target Audience with Content Marketing
Content marketing encompasses blogging, social media, and SEO. Using these tactics in a way that feels useful and natural to the reader will always generate leads and increase web traffic, no matter how many times Google changes its search algorithm.
To learn more about how you can reach potential clients and start generating high-quality leads, check out our eBook, "Cracking the Code to Business Growth."