Content Marketing Tactics to Boost Your Organic Traffic
Without great content, there are no conversions; plain and simple. Content marketing is one of the most influential and impactful branches of a digital marketing plan. It’s an integral part of a company seeing organic growth.
Organic growth is growth that comes as a result of internal efforts from a company’s marketing department. It takes patience, hard work, and a stellar marketing strategy. But how does this drive this organic growth?
Content marketing is used to nurture leads, increase sales, and build loyalty with customers. Although it takes longer to achieve, it yields far better long-term results for companies than paid marketing. On average, it costs 62 percent less than other marketing strategies but delivers three times the leads.
Even if you already use content marketing to drive organic growth, there’s always room for improvement. Consistently evaluating and tweaking your process is the cornerstone of successful content marketing.
In the following sections, we’ve listed a few ways that content marketing drives organic growth.
Create an Editorial Calendar
Creating content marketing strategies can be stressful, but they don’t have to be. Incorporating an editorial calendar into your process can help center your thoughts. An editorial calendar is a shareable resource that can be used throughout your sales and marketing departments. Its calendar format helps you visualize how your content is distributed throughout a week, month, quarter, or year. This 30,000-foot view enables you to see things like gaps in your content coverage or any holiday or events on the horizon and gives you to the chance to plan accordingly.
It also means you can map out when to create content, market it, and track its effectiveness. But most importantly, editorial calendars make your content marketing strategy significantly more successful at driving organic growth.
Write to Buyer Personas
If you’re looking for ways to create content that connects with your readers, then writing to buyer personas is a great way to do so. Buyer personas are a representation of the various types of customers your company receives. Whether that’s a specific demographic (age, location, interest) or a stage in the buyer journey (awareness, consideration, or decision stage), your content should always be about topics your audience cares about.
Another way to learn what content is vital to your audience is through Google Trends and Analytics. You can track which pages your customers visit most and research the most searched keywords to boost search engine optimization (SEO). Although writing to your buyer personas doesn’t directly affect your organic growth, it can increase the number of shares your blogs and posts get. When your audience comes across content relevant to them, it increases their likelihood of spreading the word.
Give Your Target Audience What They Want
While writing to your buyer persona, it’s essential to give them what they want: content that touches on topics that matter to them. The best way to accomplish this is by using keywords in your content. Keywords are the backbone of any good content marketing strategy. They represent the words and terms your target audience is most interested in and search for. As you research these important words, be sure to identify long-tail keywords (i.e., longer word strings that have a high search volume but aren’t too hard to rank for on search engine results) and avoid single words like “content.”
From there, you’ll want to use these keywords to optimize your blog topics and web pages and craft compelling titles that will pique customer interest. Using keywords will not only increase your rankings on search engine result pages; it will also organically increase your web traffic and result in business growth.
Repurpose Old Content
Contrary to popular belief, your content’s work is never done. You know that blog, poll, or post that you made months ago that are collecting dust in your archives? Many startups aren’t so sure what to do with their old content, either. An innovative way that’s sure to drive organic growth is by repurposing your old content. It’s the perfect way to repeat yourself without actually repeating yourself.
One of the main reasons you want to repurpose your content is that your newest customers may have missed it the first go-‘round. It’s also said that audiences have to be exposed to something seven times before your message resonates. There are many different forms of content you can use to breathe new life into your older content. For example, a lengthy blog can be repurposed as a podcast or even a webinar. We highly recommend experimenting with content and learning what your customers best respond to.
- Podcasts -E-books
- Photos -Quotes
- Blogs -Online courses
- Videos -Timelines
- Q & A -FAQs
- Calculators -Surveys
- Microsites -Whitepages
With content marketing, you should always be on the lookout for ways to make your work stand out from the rest. One of the ways you accomplish this is to incorporate visuals in your blogs. No reader wants to always read a wall of text; sometimes, it’s better to show the reader rather than tell them. According to a Pearson study, 65 percent of people are visual learners.
By incorporating visual elements into your content, you increase its memorability and its shareability, which ultimately boosts your SEO ranking and drives organic traffic. Experiment by adding colorful diagrams or infographics designed to complement your text. The visuals you use should communicate a point or highlight data interestingly. And as you create your blog topics and write them, consider the different ways you can incorporate visuals to tell the story.
Optimize Your Landing Pages
When we think about optimization, our minds immediately go to blogs, websites, and mobile. But those aren’t the only things you should be optimizing. Your landing pages are content as well, and can drive organic growth. The trick is to optimize your landing pages by creating a separate page for each industry topic and using the appropriate keywords — ones your target audience actively searches for. When you start designing your targeted landing pages, be sure to keep the future in mind. Think strategically about the keywords you use and ensuring that you build pages around the right ones.
Tip: Create templates, so you don’t have to start from scratch each time you need a page!
Creating captivating content that will drive organic growth can be a challenging digital marketing tactic to master, whether you’re a startup or a tenured business. There’s a lot to know and a lot of ways to engage your customers. But no need to panic, our team at Joseph Studios can help. We offer all of your digital marketing needs on a subscription-based membership, including content and social media marketing, SEO, and email marketing.
If you’re interested in growing your business or learning more about our services, contact our team today, and let’s chat.