It’s no secret that Google is the number one place to go when you want to find something on the internet. After all, Google is the most popular search engine in the world. If you want your business to be successful, you need to make sure it can be found when people search for it. If you are well-positioned on Google, your website will be found and you will get more visitors to your website. Most people know the basics of SEO. However, many are unaware of what content marketing has to do with Google ranking.
What is content marketing?
In digital marketing, content marketing is a long-term digital strategy that aims to generate attention and interest in your brand. This includes creating relevant content and distributing it on platforms where your target audience is present. This content is packaged information in various digestible formats, such as articles, e-books, and YouTube videos. Social network postings or blog posts are also SEO-relevant and therefore part of content marketing.
What are the benefits of content marketing?
Within the framework of marketing strategies, the contents are used to achieve internal company goals. These include:
- Contribution to an SEO strategy: Search engines prefer (and rate) websites with useful content. With content marketing, you can increase your website traffic in the long term.
- Customer acquisition: Content can introduce customers to your brand.
- Building trust: By sharing helpful information free of charge, you strengthen your own credibility.
- Improving the customer experience: Content helps customers see how others use your product, understand what's going wrong, and more.
More online visibility
Above all, content marketing is a powerful lever for your Google ranking and brand awareness. When you connect with readers where they spend a lot of time, you gain access to more potential customers. By regularly publishing posts and using other channels, you expand your audience. You can use the content to position yourself as a thought leader, highlight your own expertise, and position yourself as a company.
Planning is half the battle
Successful content marketing requires a strategy and well-thought-out planning. It is less about bombarding the target group with any formats around the ears that are already clogged with countless content anyway. The published content must offer added value and be tailored to (potential) customers. Your target audience is the group of people you want to attract to your website. You need to know who they are and what they are interested in if you want your content to appeal to them. A comprehensive target group analysis is therefore always part of a (good) content marketing strategy. And even if keywords are important for online ranking, the content is in the foreground – the name says it all. Sure, keywords help, but if users drop out after a few seconds, Google recognizes this and punishes you accordingly.
No patchwork
Once you have defined your goals and know your target group, you need to reach users in the right place with the right content. There are many possibilities for this. But not every one is suitable for you and your business. Every industry is different, socio-demographic factors play a role and, of course, it makes a huge difference whether you are in B2B (your customers are other companies) or B2C (your customers are consumers). White papers and success stories, for example, are game changers in B2B, but bring little in B2C. Social media marketing is a must-have in B2C, optional in B2B. Also, avoid wanting to do too many things at once. Sure, the temptation is great and you would prefer to try everything out. But rather define fewer media in your content calendar and then stick with it. Because creating relevant content and offering the reader added value is time-consuming. Because high quality is an essential aspect of good content marketing. Content should be well researched, informative and well written. For visual content, images and graphics should be appealing.
Of course, content marketing can also be outsourced. At BornDesign, we are happy to help you turn your target group into customers and your customers into fans by means of good content. Together, we decide which approach is best suited for your company and together we implement a corresponding marketing strategy for content marketing. Get in touch today and let us take your online presence to the next level.
