When was the last time you updated the content on your company website?  When did you last post an article to your blog or issue an online press release?  Content Marketing – the regular / frequent publication of fresh, quality content online – will give your organic search engine ranking a significant boost!

Not all content is equal however, sometimes, so called search engine ‘Guru’s’ become so obsessed with producing content for the search engines to find that they forget one simple and indisputable fact – the search engines are most unlikely to buy anything from you, ever!

For this reason all your online content marketing should be written with your customers and prospective customers in mind.  These are the people who you want to read your content, and – trust me on this one – if your content appeals to your target market it will also appeal to the search engine spiders.

So, what can you write about?

Try and write on topics that are popular.  Take time to do some research by visiting other relevant websites, blogs and social networks to see which topics are being commented on, especially those that are attracting comments from your target audience.  You can also do some keyword research to see what keyword phrases, appropriate to your business niche / sector are being searched for on Google.  Of course you can also talk with your customers and ask them what topics would be of interest to them!

Once you have drawn up a content marketing blueprint you can start to put your original, fresh, good quality content together.  The following guidelines should help you:

  • Write only about topics that will be of genuine interest to your target
  • Never use content marketing to blatantly sell your products and services – always aim to create content that will have a real value for your readers.
  • Create content that allows you to demonstrate your knowledge and expertise of the topic being written about.  In this way you can use content marketing to build and enhance your online credibility.
  • Always remember to create backlinks to your website from the new content.  Make sure you link to the most appropriate page in your website – i.e. the page that is most relevant to the topic.

Once you have created your content you will want to publish it so that the world can see it – resist the urge to share everything all at once.  Instead release each piece of content – web page, blog post, article, press release, FAQ article etc. one at a time at regular intervals – say two or three each week.  Publish your post on the same days each week – try not to be random about it.  Once your visitors can see a pattern they will quickly get into the habit of visiting your content regularly.  Not only will this strategy result in more people visiting your online channels you will also get more visits from the search engines too.

Because you are adding a regular flow of good quality content you will be improving the overall quality of your online content which can only result in one thing – a significant improvement in your overall search engine ranking – which is really what it is all about!

If you would like more information about our content marketing services please leave a comment below of visit WSI IMS – WSI Internet Marketing Services for Businesses in the South East of England.

Chris Griffin
Chris Griffin
Chris has been a Digital Marketing Consultant since 2005. Since 2007 he has specialised in Search Engine Marketing, both Paid Search and Organic SEO. He has an excellent record of helping businesses of all sizes, both in the UK and overseas, to achieve their online marketing goals.

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