source: freepik

“Content is king” is a phrase that is often thrown around in the digital marketing space, and that’s because content marketing is such a powerful tool. It can help to boost your SEO, promote your products, and position you as a thought leader within your industry.

Not all content is created equal, though, and to get the most out of your content creation you need to understand which techniques work and which ones don’t. To help you get the best results, we’re going to provide you with our expert advice that will help you to devise a content strategy that will ensure you reach your goals.

Publish link-worthy content people will want to share

If you run an online business, you’ll want to invest some of your time and energy into SEO. This involves using a range of different techniques to improve your chances of ranking highly for relevant queries typed into search engines like Google. This can help you to reach the right people and ultimately make more sales.

Every good SEO strategy should include an element of link building. This involves securing backlinks from high-quality websites that are related to your field of work. When another authoritative site links back to yours, Google will see this as a vote of confidence in your business and will feel more comfortable about promoting your work.

There are a number of ways you can manually build links back to your website, but most of the tactics you can use take a lot of time and effort. So, if you can give other website owners a reason to provide you with some organic backlinks, this can save you a lot of hassle.

One of the best ways you can ensure your website attracts organic backlinks is by consistently publishing high-quality content that other people will want to share. There are a number of different content types that tend to be particularly effective for attracting links and these include:

• The results of any original research you’ve conducted
• Infographics people can incorporate into their own content
• Ultimate guides that contain a lot of specialist information about a particular topic
• Free tools that a lot of people will find genuinely helpful

Just remember that you’ll want to ensure that the majority of the backlinks pointing to your website are of a very high quality. At Loganix, we have a range of free SEO templates, which includes a backlink quality checklist that can help you to assess each link that you secure. You can use this template to stay on track, build some links of your own, and ensure you’re working towards achieving your SEO goals.

Allow customers’ FAQs to inspire your content

Before shopping with you, customers will want to feel confident that you truly understand their needs and pain points. One great way to demonstrate just how well you know them is by producing and publishing great content that answers any common questions your audience has.

There are a number of ways you can identify the questions you need to be answering with your website content. You could start by speaking to your customer service team to check whether there are any queries they keep getting over and over again. Not only will answering these on your website help to show visitors that you understand them, but it can also save your customer service team time, as they won’t get the same questions as much and will have a resource they can send to people if the same queries do continue to roll in.

You could also use a question keyword research tool like AnswerThePublic to see what kinds of queries your ideal audience is already typing into search engines. If you input some words or phrases related to what you sell, you’ll be given a list of related questions that people want the answers to. You’ll then be able to pick out those that are most relevant and allow them to inform your FAQ content.

To give you some inspiration, let’s take a look at one business that uses this tactic well.

source: Insurance Navy

Insurance Navy is an auto insurance provider that does a fantastic job of answering common customer questions with its content marketing.

For instance, they have a piece of content, accompanied by a simple but helpful calculator, that helps to answer the question of how much SR22 insurance costs. This is a query that a lot of the company’s target clients are likely to have. So, by providing the answer with their website content, they’ll attract a lot of their ideal customers, earn their trust, and ultimately make more sales.

This is a technique that you can also use on your website to attract the right people and boost your conversion rate, too. Whether your website visitors have questions about what you do or how much you charge, providing the information they need right on your website will improve their shopping experience and lead to more purchases.

Show off your skills and knowledge with expert content

Another way you can use content is to show off your expertise. This is a great way to earn the trust of both prospective customers and search engines.

E-A-T, which stands for expertise, authoritativeness, and trustworthiness, is a ranking factor that Google has been paying a lot of attention to since 2018. Essentially, the search engine only wants to send its users to websites that are known to provide accurate and helpful information, as they want to ensure people have the best browsing experience possible. So, if you regularly publish articles that clearly show that you’re an expert in your field and understand your industry inside and out, you’ll give your business’s website the best chance of ranking highly on relevant search engine results pages.

Let’s take a look at an effective example of expert content to give you a good idea of what these kinds of articles can look like.

source: Bankruptcy Canada

Bankruptcy Canada is a company that connects people in financial difficulty with trustees who can help them manage their debt in the best way. And they also have a lot of content on their website that shows they’re experts in the financial and debt space.

For instance, they have a very comprehensive guide about what actually happens when you declare bankruptcy. Not only does this answer a very common question their target clients are likely to have, but it also shows both website visitors and search engines that the company is a reputable source of information in this area. This could therefore improve the company’s search engine rankings for relevant queries and also win the trust of their ideal customers, earning them more business.

Demonstrate your own expertise by taking a leaf out of Bankruptcy Canada’s book and creating high-quality content that shows off your skills and knowledge. It’s a very effective way to improve your SEO, ensure you reach the right people, and improve your website’s conversion rate.

Look for content gaps your competitors have left (and fill them)

One of the simplest ways you can get the best results from your content is by either covering topics none of your competitors have discussed or by improving on the content they have created.

Make a list of your top five competitors, and visit their websites to check out their blogs or knowledge hubs and assess what kinds of content they’ve already published. In order to spot relevant content gaps you can then aim to fill, you should keep an eye out for any important subjects that they don’t seem to have covered yet. You could also look out for content that touches on certain topics but doesn’t quite go into enough detail about them. You may also find and make a note of old content that has become outdated and could do with a refresh.

This exercise should provide you with a lot of new content ideas. You can fill the content gaps left by your competitors who have neglected to cover certain topics and ensure your website is home to the best content in your field by creating more comprehensive and up-to-date versions of content that is already out there. All of this can help you to drive more quality traffic to your website so you can ultimately make more sales.

Repurpose your content to get the most out of it

Creating and publishing quality content can take a lot of time and energy, so you’ll want to get the most out of it. Fortunately, you can maximize your content’s potential by repurposing it to present the same information in a variety of ways.

Different people like to consume information and advice in different ways. So, by repurposing your content using different formats, you can ensure you reach the biggest audience possible and provide everyone with a fantastic shopping experience.

You will need to decide how your content can best be repurposed on a case-by-case basis, but some ideas include turning a written how-to guide into a video tutorial, creating a Twitter thread based on a blog post, and designing an infographic that outlines the results you’ve collected from original research.

Repurposing your content can save you time, get you more attention, and help you promote your business even more effectively. So, if you don’t look for ways to repackage every piece of content you publish, you could be missing out on a lot of great benefits.

Summary

Content is one of the most powerful marketing tools available to you, so it’s important that you put it to good use. With the right content marketing techniques, you can drive more traffic to your website, earn the trust of your ideal customers, and secure more sales.

By publishing content that’s bound to attract links, answering common questions from your target clients, and repurposing your content to reach a wider audience, you’ll enjoy some fantastic results and help your business to grow. So, start implementing some of these tips today.

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Author bio & headshot:

Aaron Haynes is CEO and co-founder of Loganix. The company is an SEO fulfillment partner for digital marketing agencies and professionals, which provides the services businesses need to improve their online visibility and grow. If you liked this article, check out the Loganix blog, where you’ll find more SEO guides full of expert advice.