There are many parts to the puzzle that is content marketing. Of course, it’s incredibly important to research your audience as well as create high-quality, relevant content. However, it’s also important not to forget about your content reach.
Your job is not done once you’ve put together and published a piece of content. You need to promote that content in order to ensure that it reaches as many pairs of eyes as possible. It’s estimated that approximately 60 to 70% of content which is produced by B2B marketing departments sits unused. This content could be generating leads as well as revenue however, instead, it’s unseen and wasted. Through maximising your content reach you are able to make sure you get the most value out of it and optimise your content marketing ROI.
The Increasing Use Of Content Marketing
Today, businesses are becoming more and more savvy about how to create better content for their websites as well as social channels. And this trend is making it more and more challenging to stand out online. Evidently, there’s a lot of great content out there which is vying for your potential customers’ attention, whatever your industry niche happens to be.
Consistency in applying best practices is the ticket to long-term success in content marketing. The demand for content is massive. A recent statistic which appeared in DemandGen’s 2015 content marketing survey report shows that 75% of B2B purchasers rely on content as a research medium when they’re considering making a buying decision.
If you’re looking to push more search traffic to your website and also build a lucrative online business, you may need to very seriously relook at your content marketing strategy.
Improve Your SEO
You won’t be able to optimise your content reach without ensuring that your content marketing strategy is solid from the very start. In the research stage, it’s incredibly important to not only figure out what topics your audience would like to consume content on, but also to ensure they can easily find this content when they’re looking online.
Keyword research will give you an understanding into the terms which your audience is actually typing into the search engine when they’re searching for information or solutions to their problems. If you don’t incorporate these keywords in your content, it’s extremely likely that your website won’t appear on the first page of search results for pertinent search terms. As a consequence, not as many web users will be able to organically find your content.
While it is very possible to drive traffic to your content via other means, SEO is a vital traffic source for most businesses. For individuals to be able to read your content, they first need to be able to find it. If you’re relying just on social media and referrals for traffic, your growth will be significantly limited.