Content marketing strategy over the years has seen a steady rise in popularity among online marketers. This is basically due to its effectiveness in search engines. With this is mind, one could only which of an online content marketing strategy that is sustainable enough or that has the possibility to trigger continuous organic growth.
Today, I'd like to give you some basic tips on how to build your website content strategy can generate a continuous increase in search engine ranking.
To begin with, you need a higher organic backlink, better outreach opportunities and more shares.
In order to achieve these or create contents which have a higher organic backlink, better outreach opportunities and more shares, you will a content strategy which focuses on and follow these elements of online content marketing strategy:
- Keyword Audience Fit
- Content Metrics to Watch
- Repurposed Content
- An Editorial Balance
Let’s take a closer look at each of these online content marketing strategy elements.
Keyword Audience Fit
Every marketing strategy begins with a marketing plan. Thus, there are basically two paths you'll take when creating a content plan. These are to write what your audience wants and write what you want
By trying to write what your audience want, you will be trying to help them find what they're already looking for. On the other hand, by writing what you yourself want, you're thinking of only the things you'd like to write.
In other words, you should be able to differentiate between what you know is true from the data and what you think is true. The bottom line about keyword audience fit is writing for the audience and being unselfish.
Create a persona
This may be a great way to know who your audiences are and how and what type of content they preferred. Your audience persona is a very important data of information that, in most cases, direct and reshape your online content marketing strategy. The reason for this is simple, if you know who you are talking to, you will know what voice to use, what your examples you’ll use to elaborate and substantiate your fact and when even to post your contents.
Analyzing the SERPs
Remember to check multiple tools for the best data. The voice you using for your audience shouldn’t cause you to ignore the metrics provided by your keyword tools. You will have to pay much attention to the type of posts that come up (text, video, info graphic, featured snippets ...)
You will also need to understand how the SERP works, especially in helping site ranking. Each SERP comes with a certain technique, either towards affiliate sites, eCommerce sites, and others.
What is important here is to note that, the SERPs evolve. Thus, we need to pay more attention to other factors like featured snippets, ads, videos, and whatever changes Google gives to us.
Also, you can do a keywords search for the keywords you are targeting. Study what voice those sites (your competitors) are using and which keywords lean in your favor. This is a great way to learn what is working and being able to copy and improve it for it to enable it to also work for your site.
Content Metrics to Watch
As you sharpen your content crafting skill and get your content written, you may have to keep in mind the strategy you'll use to keep a top reader engagement. Generally, this will mean using a good format for your posts to how often your interlinking every 500 words. In the same light as the metrics you keep track of when you're analyzing keywords, you have to be aware of your contents metrics.
Here are the top 5 metrics to watch:
Retention Metric: You can view retention as more than just increasing the audience time on site. It's has a numerical value and can be counted by something as simple as getting more opt-ins (leads) for your email list. It’s actually the number of leads your website generates from its content strategy. A good example of retention metric would be the number of email subscribers to or the average click through rate move up.
Session's duration: How long or how much time are people staying on your site for? In Google Analytics, this is called the session's duration. This metric is used to determine the time and duration people spend surfing around your site. If you look at the traffic flow, you can identify where they usually go to the next. You will want this metric to move up.
Brand Searches: The brand searching metric is something you don't have to track intensively, but it’s also that one thing that separates any niche website from an authority site. What is so important to note here is that, all sites are niche sites until you have brand searches, you haven’t made it.
Backlinks: This is one of the most important metric to look for. Your content growth, hence your content marketing growth will mostly be determined by your backlink growth. Even though Google is trying and hoping to move away from its dependency on backlinks as a top indicator, it's difficult to think of a better way to do it. Ahrefs tries to explain this in a better way; they measure how fast your backlinks are growing vs. everyone else. You will want this metric to move up.
Conversion Rates: The number of people you send to Amazon and the number buying from your links is also a huge determining metric. This goes into a bit deeper of a conversation. To keep it simple, look at ways of increasing clicks to Amazon first, the pages and products you recommend and then the purchase. This goes as deep as refining the landing pages of the products. If your page is not well optimized or links are not easily navigable, it may be difficult for someone to look around or click back to your site. Whatever way, it's too risky to conceptualize; you should just make sure you send your reader to a page that can easily convert.
Tip: The best optimized pages for an Amazon listing contain high definition big images, good ratings and review, bullet points and are an Amazon prime.
Creating an Editorial Balance
This simply means providing your audiences with different style contents to meet their needs. Creating an editorial calendar will help you eliminate the habit of creating repeated contents or same content style. As an Amazon affiliate, therefore, you're going to be creating 3 types of content for your website:
Commercial: This is content that is gear mainly to generate income and has some sort of monetizable plan forward. This is affiliate content such as product roundups and individual product reviews.
Link Bait: These are the types of contents or posts that are gear mainly to attract links, this range from creating 'top lists' to 'ultimate guides'. A top list for a running shoe affiliate site would be 'top running blogs of 2017'.
Information: These are mostly questions posed by the members of your niche. While it’s still possible to monetize an info article with affiliate links, its main purpose is simply to answer a question that isn't directly associated with buying something.
The most common question that usually arises at this point is how much should you have of each type of content?
Of course, most people or marketers think 100% commercial content is the best scenario for your content strategy. While this will not work effectively with Google, you will be required to build a site with a 'good mix' of consisting of all the three different content types in order to avoid a thin content penalty.
In the ideal and best content strategy for a better SERP, we recommend a website having about 33% or 1/3 of each type. But this may be a difficult principle to meet at any point in time because you're almost always going to be working on your site in one segment or another. But most websites with a good mix of contents have a much higher ability to expand much further than expected.
The next question you should probably be concerned with now is "which order should I produce content in?"
We recommend you to start by creating commercial content. Your site is going to be much better off, especially at the beginning because:
Your content needs to age a bit and
You want to start ripping money from your site as fast as possible.
Thus, start by creating commercial content, information content, and then link bait stuff.
Working in Sprints
If you are familiar with software development, you might have come across the term ‘scrum sprints’. This is simply where you work continuously for a month on getting a certain feature of a product out in the market or to the audience in time, however viable it might be.
You can also apply this principle in building your content and following this technique, there are 4 areas you may be required to focus on:
Research: This is exactly the part where you get keywords, related bloggers to do outreach for you. Whatever the case maybe, every part of your content starts with some form of research.
Tasks: After you must have finished building your content, you may want to go into a link building sprint. If you have a good number of content and a bunch of backlinks, you might want to engage into an SEO audit sprint. Better still, go into an Amazon affiliate audit.
Producing Content: As stated above, you can work in sprints to complete your 3 types of content. Starting with your commercial, informational and then your link bait. You may use an automatic platform like Google Sheets, or Google Calendar and just start creating content accordingly.
Tools: A tool sprint teaches you to use the tools for a limited period of time and helps you reduce costs. For instance, tools like Ahrefs and SEMrush may be on the expensive side such that you can always bulk up your research into a one-month sprint which allows you to achieve all that you can out of them. However, you'll need a plan to achieve this and that's where the research part comes in again.
You are not limited to 1 sprint either. You can carry out multiple sprints at the same time, but we recommend you to carry out a maximum two (2) at any time. Switching tasks may often hinder you since multitasking may be very difficult or rather impossible for humans to do well.
Your affiliate website is essentially a mini-media company. That implies you have to be smart and do what they do.
Your content types may be divided into 4 categories:
- Images (infographics)
You may turn all the content you produced into other forms. For instance, create an infographic from a popular video or vice versa. You'd be surprised how much you can achieve from this element if you only think outside of the box and do it well just.
Tip: Take snippets of content from popular infographics, podcasts, and posts and turn them into a video and used it to run an outreach campaign.
Your Turn: Try to run your first Content Sprint, now!
At this point, I encourage you to start putting the info you have learn for the voice of your content, keyword audience fit, metrics to watch, and your editorial calendar in place and start working in sprints.
The concept of sprints should as of now get you up and running with a deadline to meet your goals.
When you mix sprints with repurposing contents, you must have generated for yourself a content marketing strategy that's constantly generating stuff people want to know more about.
At this point, I hope these 5 elements have been actionable enough and you should be using them in use in your content strategy or content marketing strategy. If you're looking for the next step in applying this content strategy, you might want to continue reading other post on this site for best SEO ranking strategy and get for yourself a blog from any popular host. This will give you a better platform to start implementing what you have learnt so far and start driving traffic to your website. However, always remember to start with a commercial content as this gives your content marketing strategy the best chance of succeeding.