Content Marketing has become a big deal ever since Google refined its algorithm and ranking factors. Website owners long knew the importance of using the right keywords and content to help improve their site’s rankings, but strategies and industry practices have differed throughout the years.
Some of these methods have worked for a time but were penalized when Google realized that they are mere manipulations (like article farming and spinning). Many digital marketers have now resorted to “cleaners” tactics such as blogging, social media posting, and guest posting. Organic methods are what Google and its users like best.
However, the best strategies and content marketing methods that are very effective today were actually just shunned before. Back in the day, racing to the top of a Google Search Page Result only required a handful of backlinks from many sites as possible. And this is what most digital marketers focused their energy on – eventually neglecting the quality and usefulness of their own content.
Below are 3 content marketing techniques that are very useful and effective today, even when they were neglected or avoided before:
1. Inbound Content Marketing
Inbound Marketing is all about hooking leads and customers through the authority or expertise that you have over all the others in your niche. This is the opposite of traditional marketing where businesses put out ads in the hopes of reaching the target market. Inbound marketing is not hard selling, rather, it is simply making sure that your potential market reaches out to you (because of an earned trust).
Inbound Content Marketing basically means that you have to fill up your website with relevant content and blog posts (that could also include engaging posts on your Social Media pages). These content should be original, informative and helpful for your target market. It should have educational or informative value for both potential and existing customers.
This remains one of the most effective Content Marketing techniques up to this day because it is the surefire way to get organic views and visits for a website. Furthermore, when the content gets shared on Social Media multiple times, this also boosts the site’s popularity and help improve rankings on a certain keyword.
Digital Marketing practitioners have known this before, but trying to rank the website through organic means is just a painstakingly slow process. Back in the day, web owners and marketers simply inserted as many keywords as they can on a certain page (including meta-descriptions and tags).
It did not matter if the content itself is high quality, or if its information is original and useful – what mattered most is the number of times that they can cram a keyword into the page. It did work for a time, but those days are now over.
Pay-Per-Click (PPC) is a strategy that is more associated with Search Engine Optimization (SEO) practices rather than Content Marketing itself. However, what digital marketers sometimes forget is that Content Marketing plays a huge role in the success of a PPC campaign.
Aside from using the correct keywords in a PPC campaign, a landing page should also be created to convince leads/customers to actually buy the product at the last moment. A poorly written landing page can lose you conversions/sales, and can also rack up the costs of a PPC campaign (without the possibility of gaining returns).
This is why Content Marketing should also include the creation of responsive and high-quality landing pages. Especially today that many customers are using mobile devices to conduct online searches, a landing page should not just be well-written, but responsive and functional enough for small screens as well.
3. Guest Postings and Relevant Brand Partnerships
Guest Posting is not a new Content Marketing technique, but back in the day, the common practice is to simply submit an article for the sake of gaining backlinks. Web owners weren’t too picky when it comes to guest posting before, any other web owner who agrees to post their content and link can do it – whether or not if their website or niche is even related to the topic or business of the other.
However today, this practice wouldn’t cut it. Google can now detect poor quality (and unrelated) backlinks, and can even flag down a website due to this. Guest Posting is still alive, but it should be done with the purpose of enriching the brand and helping users gain information and value through the content.
Content Marketers should actually just keep one mission in mind – create content that is original, relevant and useful for your target market. That is the only open secret to gain Google’s favor. Some practitioners might manage to game the system for a time, but algorithm updates usually just catch up on them (and the penalties could be a devastating blow to your site). If you really want to create a lasting strategy, stick to the mission.
Guest Post By: Gemma Reeves
Gemma Reeves is a seasoned writer who enjoys creating helpful articles and interesting stories. She has worked with several clients across different industries such as advertising, online marketing, technology, healthcare, family matters, and more. She is also an aspiring entrepreneur who is engaged in assisting other aspiring entrepreneurs in finding the best office space for their business.
Check out her company here: FindMyWorkspace