Know Your SEO

SEO, or Search Engine Optimization, is the art of inserting key words into your Internet content to increase the odds of people finding your website and it is a critical practice in content marketing.  The idea behind SEO is to try and think like your potential consumer to figure out what they would be typing into search bars and then to put those same words into your blog posts, landing pages, and other website content.  

What’s great about SEO is that web users are organically drawn to your website and it involves no hard-selling tactics on your behalf.  For instance, let’s say you have a website for your soap company.  Think like a soap consumer.  A common problem with soap is that it can dry out your skin, right?  A person who wants clean skin that isn’t dry might type this phrase into a search engine: “best soap for dry skin.”   Use this phrase as the title for a blog post or put it elsewhere into your website content and you’ve utilized the practice of SEO.

Variety is Key


A lot of people think that content marketing has to do only with blogging and webpages.  While these 2 things are certainly great content marketing tools, there are many others that could prove just as valuable.  eBooks are great because they can provide your users with valuable information as well generate leads for your company.  

Using that soap example, you could create an eBook called “Never Have Dry Skin Again” that is available to people only via email.  The eBook would contain information on dry skin while promoting your product.  In the end, you have a potential new customer and his or her email address.  You can follow a similar strategy to create videos, infographics, podcasts, or webinars.    


Be Consistent


Content marketing is all about being seen in an organic way so that people feel like they are making up their own mind when they choose your product or service.  The best way to do this is by creating content and posting or sending it often and consistently.  There is no hard and fast rule about how often you should post new content, but you should be doing so at least once a week.  Failure to do so could result in search engines not being able to find you when your potential future customers type in those important key words.   


Understanding Buyers


One of the most important concepts in content marketing is understanding buyers and where they are in their purchasing journey and then tailoring your content to each particular phase.  In a nutshell, there are 3 phases.  The first phase is the initial research phase where the buyers are aware of a problem they have and want to find out why.  Using the soap example, a consumer in this phase would be searching for why their skin is itchy and dry.  

For the second phase, the buyer knows what is causing their problem and are looking for solutions.  Our soap consumer has now figured out why his or her skin is dry and is now searching for ways to minimize dryness.  In the third and final phase, he or she has learned that one of the ways to minimize dryness is to use a different soap.  Now the buyer will want to compare different soap brands before deciding on their official purchase.

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