6 Content Marketing Tips to drive traffic and leads to your website
Creating valuable and useful content for your target audience will increase brand awareness and boost traffic to your website which will generate leads for your business. When putting together your marketing strategy for growing your business, you should incorporate a content marketing plan to ensure these goals are met.
So what Is Content Marketing?
Content marketing is the gathering, creation and promotion of useful content with the goal of attracting a target audience by offering valuable and relevant information to market your business products or services. The content can be delivered in many forms:
White papers / Infographics
Effective content offers solutions to problems, creates thought leadership, and encourages engagement. Let’s review 6 content marketing tips to help drive traffic and leads to your website:
1. Review Your Social media strategy
One of the best ways your content can increase website traffic is to review your social media strategy in order to identify what content is working and what isn’t. The purpose of your social media strategy is to bring your content to a larger audience and to drive traffic to your website.
Content not only drives traffic to your website – it builds your brand image, personality and nurtures your customers. The caveat is not to produce and post content for content’s sake. If you prioritize quantity over quality, you’ll see your return on investment start to drop as engagement falls.
As we will discuss later in this article, consider using multiple social media platforms to target various audience demographics and segments that will be attracted to your content and ultimately, to your products and services.
2. Evaluate Your Website’s Search engine optimisation (SEO)
Good quality, valuable and relevant content is not only good for your brand, but your SEO as well. If you publish relevant, consistent content to your audience you should start to see an increase in organic website traffic. While there are no guarantees, you are also not paying for ads to generate traffic with this form of content strategy.
It is important to evaluate your website to understand how you can optimize your SEO. A digital marketing professional / SEO specialist is best suited to enhance your content with the correct keywords and best practices to improve your chances of your content actually being found by the major search engines and thus, by potential clients.
The more consistent, high-quality content on your site, the better it’ll be for your SEO efforts.
3. Consider Pay-Per-Click (PPC) Ads
Depending on your budget, you may decide to add paid promotion to drive marketing results more quickly. This guide can help you evaluate the different social media marketing platforms to determine which is right for your business.
In general, Google Ads should be used for customers who have a clearer buying intent, while social media ads should be used for promoting content that is higher up in your sales funnel to get them to the decision stage where Google ads will be more effective.
4. Post Consistently, Regularly and Follow The Data
Building organic traffic to your website is not quick or easy, but the quickest way to lose that traffic is through an infrequent and haphazard content schedule. Your followers want to view and share valuable content regularly – the old adage “out of sight, out of mind” is particularly true for social media.
Your digital marketing and social media professional has tools to gather and analyze information designed to create content that is specifically tailored to different segments of your audience.
Content consistency establishes your credibility, builds trust and strengthens your brand reputation. Quality content can help your business gain traction on social media.
5. Distribute Content on Multiple Platforms
Distribute your valuable content through different platforms. Being dependent on one channel greatly limits who will see your content. The same goes for the type of content you create. For example, writing only one blog post per week and sharing it on your business Facebook page strongly reduces the potential impact of your work.
Diversify your content creation to include blogs, videos, tutorials, podcasts and more. Your digital marketing professional should study your audience to understand where the segmented groups are spending the majority of their online time. While Facebook may be the most used social media channel, it surely won’t reach your entire target audience.
For example, YouTube is a great choice for video tutorials and product/service reviews. Depend on LinkedIn for B2B content and reach your millennial customers via Instagram. Allow your website and social analytics to guide the type of content created. Your content management specialist should be able to create the content that your audience is most likely to view and engage with.
6. Establish trust with your audience.
Creating content helps your business build a relationship with your audience. You can answer their questions and interact with your visitors and customers. When you create value without taking anything in return (i.e. not constantly pitching them your product/service), your audience is more likely to trust your advice and recommendations.
Ultimately, when your content shows up at the right place and the right time with the right audience, it’ll improve your brand’s reputation. The more quality content customers see, the more likely they are to have a positive association with your company.