In this technological age, companies are doing whatever they can to improve their SEO ranking. While it does take dedication and patience to boost SEO, a results-driven content marketing strategy is vital to staying ahead of the competition.
There are various approaches to achieving this objective, and this article will delve into each of these components in greater detail. From audience-focused strategies to keyword research, you will be armed with everything you need to ensure that you have a solid content marketing strategy for SEO growth.
Begin with audience-focused content strategies
While most eLearning companies immediately gravitate towards keyword research for SEO, the problem with using this tactic is that not all of your audience’s content needs will be captured in the search. While keyword research is still an important component, you should start with an audience-focused content strategy first.
An audience-focused content strategy consists of:
(1) Understanding your target audience
You cannot develop an audience-focused content strategy without knowing anything about your target audience. It is vital to understand the expectations, needs and demands of your target audience to drive engagement. Otherwise, you run the risk of publishing content that would disengage your target audience instead.
(2) Be consistent
Once you have a good grasp of who your target audience is, you need to meet their expectations by delivering content regularly. Consistency allows you to continue to build a relationship with your target audience and establish loyalty in the long-run.
(3) Stay relevant
Your target audience’s needs and expectations may shift as the eLearning industry changes, and it is vital that the content you deliver shifts with that change, or you run the risk of being displaced by your competitors. You can keep up-to-date with the latest trends by conducting market research or leveraging social media analytics and social listening.
The content that you develop for your target audience has to be geared towards their preferences and needs. If you do not produce content that is aligned with their interests, you will not be offering your target audience any real value in content marketing. In the long run, this will not only affect the amount of organic traffic that you are getting, but also conversion rates.
Understand your content tilt
Other than connecting with your audience, another critical piece of your content strategy for SEO growth is to develop a unique content angle. This content angle should address your audience’s pain points and be something that your brand is an expert in. Referred to as a “content tilt”, this is what separates you from the other eLearning companies.
By understanding your content tilt, you will be able to develop your content niche and be a leader in that specific topic or category. Without “tilting” your content and finding a unique angle, you run the risk of blending into the rest of the industry and being forgotten.
One way to figure out if you have discovered your content tilt is to ask yourself if you can be the leading content provider of that specific niche. If the answer is no, you have yet to drill down deeply enough to find the right content tilt for your company.
Build intent buckets or subject areas
Another great way to develop a solid content strategy for SEO growth is to build intent buckets or subject areas. Intent buckets refer to information that your target audience may be searching for online. By having intent buckets, you will be creating content that is specifically catered to your target audience.
Once you have defined your content tilt, it should not be overly difficult to build intent buckets or subject areas. If you would like, you can get different departments of your company involved in this brainstorm – just make sure that they understand your content tilt and brainstorm within defined parameters.
Do keyword research for each of the subject areas
Now that you’ve got content geared towards your audience, one of the last steps of a content marketing strategy for SEO is to do keyword research for each subject area.
Doing keyword research on your own can be tricky, so here are some websites that can help you out:
This popular tool allows you to search for keywords based on your service or niche. Not only can you see how well previous terms and phrases have performed, but you can even predict clicks and conversions for future content marketing campaigns. All you need is a Google Ads account, and you’re all good to get started.
Another fantastic free option, Ubersuggest, will provide you with some keyword suggestions and even content inspiration. Simply type in your keyword or domain name, and you’ll be all set to start the search.
If you are willing to set aside some budget for SEO growth, you will want to consider using SEMrush. This paid keyword planner doesn’t just do SEO but also social media and even market research.
Maintaining SEO Growth
SEO growth doesn’t happen overnight, and there’s a considerable amount of effort and consistency that is needed before you see any results. To ensure that you’re on track and maintaining growth, remember to have a dashboard or report in place so you can keep track of your results and tweak or amend where necessary.