To be a player in the digital landscape, you need to have a content strategy. Whether you're an entrepreneur getting a small business up and running or you're a marketing professional with a huge corporation, your content strategy can dictate how you're found online, how you generate leads and whether you have a strong online presence. Clearly, content matters.
Marketing is certainly not a new idea. Content marketing, however, is changing the way that businesses operate, connect with clients and bring in leads. Content marketing is just what the name implies: It is both content and marketing!
This article is part 5 in an ongoing case study analyzing the impact of content on SEO. In the previous installment, we addressed the lessons learned from our Facebook content marketing campaign. In this installment, we compare the success of our evergreen and non-evergreen content in order to determine which type is more effective for meeting our goals. If you haven't read the previous installment in our series, you can click here to do so.
Companies that try to appeal to everyone often end up unsuccessful. A much better approach for businesses in all industries is to target a specific corner of the market. After all, there are over 7 billion people in the world. Connecting with just a portion of the population can make your business a huge success. As you're creating content, it is important to think about your target audience. One way to do that is by creating personas. Take a closer look at what a buyer persona is, how to create one for your business and how to develop content that appeals to this specific type of person.
Your goal when writing an article or adding content to your blog is to create something that is relevant and useful for your audience. This will increase the odds that people engage with it and take other actions like signing up for an email list or buying a product. Let’s take a look at how you can organize and track your content’s performance to get the most from each piece that is published to your online properties.