If done right, content marketing can generate a huge return on your investment, skyrocketing your success. But – what should you do if it just isn’t working? Can you do something if your profits are much lower than expected, or even non-existent? Are you making mistakes?
This frustrating scenario can easily be solved with a few smart adjustments to your marketing strategy, with a guaranteed boost to your profits.
- Create Universal Blog Content With High Standards
It’s important to dedicate significant amounts of effort, time, and even money to your content. However, if the content is of poor quality and is underperforming, it may feel like you’re simply throwing those resources straight into the trash.
To make your money go much further, make sure that what you are creating is high-quality, universal content that will remain relevant for a long time. Universal content is never tied to anything timewise: it does not reflect any trend, news cycle, or season, and is completely rooted in factual evidence. Adding high-quality production will guarantee that your content will be useful to larger audiences and will continue drawing in traffic for months to come.
Google’s ‘Search Quality Rating Guidelines’ can help you determine if your content is of high-quality. Here are some of the basics:
Useful – Create content that will have some sort of purpose. This purpose can simply be providing your readers with the information they are looking for, or more advanced by resolving a specific question or problem they may have.
Relevant – Relevance is what will help your content stay afloat. Your content needs to relate directly to the topic or keywords you’re planning to target, otherwise, it will perform poorly in rankings.
Believable E-A-T – This stands for expertise, authoritativeness, and trustworthiness, and is absolutely non-negotiable for high-quality content. Google wants experts in their fields that know exactly what they’re talking about, not people who are just looking to achieve high rankings in search results by spamming relevant keywords.
Using this strategy will let your content run on a sort of autopilot, as it will be performing and gaining traffic without your active input. This will let you focus your attention on matters that require more attention and nuance to be successful.
- Find Topics That Your Audience Has An Interest In
Having your format down is great, but knowing exactly what to write about is even better. Random topics are absolutely off-limits as they are guaranteed to underperform. Topics tied to competitive keywords with a high volume of content are also risky – your content can very quickly get overwhelmed and lost amongst the hundreds of other articles.
Every successful marketing strategy is based on the interests of a specific target audience. Do some research about your specific audience and try to match up their interests with topics that you will be confident writing about. Once you know who makes up your brand’s target audience, you can begin brainstorming:
- Identify general topics and keywords directly tied to your services or products.
- Consider the needs and wants of your audience. Some people will be more interested in the basics of your topic while others will be looking for something more complex, so keep both options in mind.
- Use keyword research tools to make sure you’re not being unrealistic and trying to compete with already established creators. Having a low ranking with a competitive topic will hurt your profits.
- Make sure you’re using the main language spoken by your target audience. Writing about relevant topics is great, but will prove pretty useless if your audience can’t understand your content.
- Try finding questions that use your keyword and keep them in mind when creating your content.
A great tool for finding questions related to your topic or keyword is Answer the Public, pictured below.
Another useful tool is KWFinder, which ranks how competitive various keywords are, how popular they currently are in search terms and their trends in popularity over time.
Using Twitter can also prove very effective. For example, searching hashtags like #seobasics will help you find related keywords and their variations, giving you even more ideas for research. You can also use Twitter to research your target audience and their interests.
Of course, these are just a handful of ways to find keywords that are relevant to your topic. The main objective here is to put yourself in the shoes of your target audience and, with the help of some of the tools above, predict what will garner the most attention.
- Be Consistent
Once you begin publishing your content, you will need to be consistent to retain an audience and to see improved profits. Google’s algorithm responds to and rewards consistency by pushing content higher up the ranks, so sticking to a posting schedule is vital.
Your audience will notice your consistency too and will keep coming back for more. Readers will be much more likely to return to a blog that publishes good content once a week, rather than to a blog that pushes out mediocre posts whenever they feel like it.
Don’t forget, the more high-quality posts you produce, the higher the chances of potential readers finding them.
- Maintain Your Website
Apart from focusing on your marketing strategy, you need to make sure to not neglect your website’s layout and functionality. Without a high-quality website as the hub for your content and brand, you absolutely will not rank as high in Google searches and may lose out on potential readers.
Most importantly, your readers need to easily find your content so that they can read it, learn more about you and your brand, and potentially interact with you. A site that is confusing, has an outdated design, or has too many components will make this much more difficult for them.
Also, if your website takes more than a few seconds to load or, worse, has endless and annoying pop-up ads, readers will be incredibly discouraged from accessing your content. These roadblocks will result in much lower traffic for your content, making all our previous strategies practically useless.
Google’s algorithm quickly picks up patterns of users accessing websites and, to an extent, uses them when deciding on the ranking. If your website is far worse than those of your competition, you can say goodbye to those top-ranking spots!
Here are some features you can implement to improve your site, and therefore convince readers to engage with your content:
- Improve the speed of your site and the load time of individual pages.
- Reducing annoyances such as distracting ads and pop-ups. They should only be included if they are relevant to the specific content and can help improve the experience of users.
- Design your navigation page so that it’s logical and easy to understand. Make sure even your grandma can use it without too much confusion!
- Create Internal And External Links
Remember E-A-T? One great method to improve the expertise, authoritativeness, and trustworthiness of your content is to strategically use internal and External links.
With internal links, you should ideally link to any other relevant pieces of content you have produced. For example, link to content about the same niche in your general topic, or if you’ve had to split an article into separate parts, make sure to link every part to the one before and after it.
With outbound links, some site owners may be hesitant with this practice as they think that any link to a site that isn’t theirs will be a distraction, and may possibly reduce audience retention. That, however, is absolutely not true. When creating outbound links, include links to other authoritative sources of information that support your claims and content. As long as you don’t link your direct competitors, you will almost definitely improve your E-A-T as you will be backing up your research and adding strength to your arguments.
By showing your readers pages that are related to your content, you are expanding and improving user experience. By contributing to a connected web of useful content, you will not only boost your ranking but will thoroughly educate your target audience.
- Be Patient And Don’t Expect A Miracle
Now, you need to remember that no single piece of advice is the miracle solution to winning more profits from your content. Each part of your strategy needs equal amounts of attention and quality to boost your profits.
So, change, adjust, and improve your strategy using the suggestions above in mind, and remember – pouring all of your attention into one aspect of your marketing strategy will make you lose sight of the bigger picture. Make sure you understand how each part connects and what works best.
Above all, be patient and work hard, and sooner or later the profits will come pouring in.