For an Effective Digital Marketing Strategy, You Need to Have Content That Engages Your Audience
SEO isn’t a magical formula or a “fill in the blanks” checklist. Google algorithms are always changing, and SEO marketing must change with them. But there is one tried and tested way to guarantee success with a digital marketing strategy—quality SEO content that actually works to engage with your target audience. SEO without quality content is useless. You might get the high rankings at first, but if your content provides little or no value to your audience, you won’t get the conversion and sales you need. One example of an SEO marketing strategy that could give you a high ranking but can also hurt your bottom line is backlinks on third-party sites. If the third-party site has poor-quality content, the backlinks could harm your brand instead of boost conversion rates. These backlinks may boost your ranking for a short period, but if they are not included in quality content, they won’t increase sales. Here are some ways to create high-quality content with SEO for a digital marketing strategy that will yield the results your business needs.
Start with User Intent & Keyword Research
For an SEO marketing strategy to work, you must first figure out how to research effectively. This means trying to understand how your target audience uses search. What are they looking for? What questions are they asking? What words are they specifically looking for? Before you start creating your content, you should have a firm understanding of your audience so you can genuinely engage them with content specific to their needs. This means understanding their language use for keywords and user intent. You should answer their questions and offer useful content that is of value to them. In other words, your content should help them complete a specific task without straying from the topic. Point them in the right direction with a call to action. Encourage your audience to make a call, visit, or purchase, or help them find what they are looking for.
Focus on UX
Aim to design quality content that focuses on the user experience. The more engaged your audience is with your content, the more likely they will interact, convert, and even share your content. The following are the top characteristics of quality content—try to include at least some of these in each of your projects:
- Simple, clear, and coherent;
- Credible, valid, or experienced;
- Inspiring, unexpected and emotional;
- Educational, practical, and relevant;
- Deep and thorough;
- Novel or unique (in value, not just in content);
Remember always to put the user experience first when creating content. This means meeting your audience’s needs.
- Display content to easily scan through—short paragraphs, lists, headings, and font that are easy to read quickly.
- Use effective titles and headings—incorporate keywords into engaging titles for both SEO and to entice your audience to continue reading;
- For subheadings, include possible audience concerns—common objections, ideal results, time frames, etc.
- Use plain English—language that is easily understood by your audience, but not too simple or full of jargon;
- Make it shareable—include sharing links so your audience can easily share it with others on social media;
- Is better than the competitors—look at your competitor’s content and aim to do better.
Credible & Correct
While your content might offer helpful tips and advice to your audience, a small error, such as a typo, can easily damage your credibility. Not all people are grammar prudes, but it’s important to remember that some people are, and you don’t want to lose potential customers over an easily avoidable mistake. So always edit your content—check, re-check, and check again. Your content should also be factual—if it doesn’t have a source, your audience could think it is made up!
Do Not Stuff Keywords
Both readers and Google will look down upon content that is over-stuffed with keywords. If you find too many keywords in your content, replace some (or most) with synonyms. Also, ALWAYS use the keywords naturally in the content—titles, headings, subheadings, image text, URLs—to maintain its high quality. A keyword that doesn’t naturally read well in a sentence will ruin the integrity and flow of your content. Remember, for the success of your business, your digital marketing strategy must aim to effectively engage the audience with quality content that always puts the audience first. Impress your audience, because without them, you won’t have any sales!