Are you looking to take your online IT marketing to another level? Read on to learn how effectively combining content marketing with your search engine optimisation (SEO) strategy can supercharge your online marketing power.
The early days of SEO were mostly about learning how to ‘game’ the search algorithms. Since then, Google and other search engines have made huge strides in combating the hoodwinking of web searches. Today, the smart business is seeking to leverage SEO as a way to build brand awareness and strength in their chosen audience.
A powerful way to boost your SEO efforts and at the same time underpin your brand is to combine your SEO strategy with content marketing. After all, the search engines are working every day to ensure their algorithms identify legitimate web properties that really bring value to the users of Google, Bing and other search providers.
By investing in quality content and using that in marketing efforts that work with your SEO strategy, you are increasing your value to web users and, therefore, boosting your suitability in the eyes of search algorithms.
How to Develop the Content Strategy That Works
1. Know Your Audience
The most important requirement is to identify your target audience. There are three key steps:
- Identify how your audience interacts with your content. Reporting and analysis of the consumers of your web content, online videos, seminars, web chats, and similar are vital for this.
- Analyse your customers. Gather this information from your sales teams, support engineers, customer surveys, and other channels.
- Track your customer journeys through your web properties. Where and how do they engage with your emails, websites, and social media? Where and why are they converting to sales? What areas of your IT marketing are generating revenues?
2. Know the Purpose of Your Content
Just as you need to know your audience, you need to know what you’re trying to achieve with your content. Ultimately, you want to create value for your customers but how are you going to be doing that?
The answer is to examine what you have learned from getting to know your audience. What do they need? Do they need to know more about your products? Are there fresh trends your customers want to know about? Are there new ways to leverage the functionality in your products?
3. Stay on Message
Consistency of message is another requirement. Your audience doesn’t want to have to figure out what’s going on every time it interacts with your content. If you understand your audience and the purpose of content, as we just discussed, then you should have less trouble staying on-message.
Now that you’ve developed a competent online content strategy, you’re ready to combine it with your SEO to build an IT marketing powerhouse. Stick to the basics outlined above and always bring value to your audience, and you should see your audience expand and engage to a greater degree, building value for your own marketing efforts.