If you have some basic level of SEO and digital marketing understanding then you are probably aware of how important content is. Without including content in your SEO strategy you are certainly setting yourself up to fail. But on top of this you also need to ensure that you attach a goal to each piece of content you create.
We hear the term “Google loves fresh content” all the time, but if you don’t set targets then you are certainly not getting as much out of your content as you can. Don’t just go around creating content for the sake of it, there needs to be a purpose. This way you can better measure the success of your content.
Try to think of the bigger picture when it comes to content goals or get in touch with an digital marketing agency. The goals you have need to be in line with the boarder marketing goals. When others in your business can see the goals and the potential value attached with creating this piece of content, they are more likely to assist you, making the process easier!
Take a look below at some of the goals that should be associated with your content. With these goals in mind you give purpose to your content and hopefully a better chance at success:
Goal #1: To Rank in Google
To put it simply, if you want to see more organic traffic to your website, you will need to have a top ranking position in Google. However, it isn’t as easy as it once was to get poor quality content in a high ranking position. Google releases algorithm updates all the time to combat this from happening.
If the purpose of your content is to rank in Google then the way you go about writing it is fairly different to if you were writing content for the purpose of trying to get more backlinks, for example. There is nothing wrong with that, but you do need to be aware of those differences and act accordingly.
When the purpose of your content is to rank, it needs to be the best piece of content about your chosen topic out there on the internet. If you don’t care about the user and only think about the search engine, then you aren’t creating a piece of content that users would like to read.
Goal #2: Educating Users
Almost every single piece of content helps to educate users, but it may not have been on your radar as the purpose of your content. Educating users can actually feed into your overarching marketing strategy as it can act as a way to move potential customers through your sales funnel.
When looking to create content that educates users it is important to think about what your target audience wants to know and what are the types of questions they are asking. As well as this, you should take a look at the type of content your main competitors are creating and identify if there are any gaps in the market.
Goal #3: Gaining Links
Backlinks are a very important part of your SEO strategy as it send the message to Google that you are a high quality website that are meeting the needs of visitors. So it is understandable that one of the main goals for creating content is for the purpose of gaining more backlinks.
Creating content for this sole purpose is quite different to creating other types of content. You are looking for ways to make it easy as possible for others to link back to your content. This means you need to create something that no one else has, like conducting your own research, for example.
If you have established yourself has an expert in your field then conducting things such as a survey can help boost your backlinks to this piece of content. You can also look into creating your own infographics, building an interactive tool as well as getting an expert guest blogger posting on your site.
Goal #4: Building Social Media Presence
Social media is too big of a force to ignore it. Social media doesn’t necessarily help you make sales, but it does work to improve your brand awareness. When creating content for social media it is certainly in your best interest to steer clear of your typical wordy piece.
Try to think of new and creative ways to capture your audience then your typical content. Social media users don’t usually want to read paragraph after paragraph. Think about creating a video that conveys the same message that a typical piece of content would.
Quizzes are also a good example of ways to create interactive content. As well as this, remember that people like to share a good thing with others. So if you create that special piece of content then it could be shared over and over again!