The first step is to understand your customers. You can do this through customer feedback, social media, or talking to your audience.
Creating long-form content or pillar pieces for your website can take time, but it’s worth it. This content will boost your online visibility and help your site rank higher in search results.
Blog posts
One of the most effective ways to boost a brand’s visibility online is through blog posts. By writing relevant content that answers audience questions, your business can help establish itself as a source of valuable information in your industry. Moreover, blog posts can be shared on social media to reach an even wider audience.
When planning blog content, it is essential to understand your audience’s needs and pain points. This can be done by creating a persona, a semi-fictional representation of your target market. This will help you identify their interests and how your products can address them.
It’s also important to remember that search engines consider how long a blog post is, the number of words it has, and the use of keywords. Therefore, you should try to write concisely and ensure that your content is accessible to the eyes. An excellent way to do this is by using descriptive headers and breaking the content into digestible sections. Additionally, images are a perfect way to add visual appeal and make the post more engaging.
Infographics
Infographics are a powerful content marketing tool that combines visual imagery with brief text to convey information. They can make complex or dry topics more engaging and easier to understand and help you increase your content’s reach and impact.
They can convey various information, including statistics, facts, and figures. They can also compare two or more products, services, features, brands, or concepts. They are also a great way to showcase your research and expertise on a topic, which can help build brand credibility.
There are many different types of infographics, and choosing a format aligned with your content’s purpose and nature is essential. For example, maps help present data about an area, while charts and graphs help show statistical or survey results. Also, remember to use an embed code or social sharing buttons on your infographics so that they can be shared on other platforms. This will enable you to track how well your infographics are performing, which can be used to inform future content strategies.
Videos
As well as blog posts, your content campaign should include a mix of other media to appeal to the diverse range of personas you’re targeting. Videos are a great example of this. They provide a more interactive experience, meaning consumers are more likely to spend time watching them than scrolling past a blog post. They also boost your website’s time-on-site stats, a metric that Google uses to measure the value of websites.
Your video content should answer your target audience’s questions about your products or services. People don’t just want to know what a product does; they want to understand how it will improve their lives. This is why more emotionally-driven videos perform better than simple product demonstrations.
It’s important to remember that different types of content perform best at various stages of the customer journey. For instance, a whitepaper may be ideal for the awareness stage but could be more effective at generating leads than a webinar. Consider bundling your content to reach a wider audience, such as using a short video to tease an in-depth whitepaper, then linking to the full piece via social media.
Case studies
When done well, content marketing strategies can bring in more customers than traditional advertising. It’s also a great way to increase brand visibility and build community. But before creating content, ensure you understand your company’s high-level business and marketing objectives.
Then, use a free online tool to determine how your content is performing. This way, you can identify the types of content that resonate with your audience and optimize your strategies accordingly.
While some content marketing techniques, such as infographics, are great for the awareness stage, others, such as whitepapers and case studies, are best for the consideration phase of the customer journey. Remember, most people go beyond discovery to buying; instead, they think about it, see a retargeting ad, and finally buy.
Content marketing is becoming crucial for brands as the world becomes increasingly digital. By leveraging various online and offline content marketing techniques, brands can reach more customers and boost conversions. Consider working with a digital marketing agency if you need help to grow your website’s traffic.
Social media posts
When launching your content marketing strategy, setting goals that align with your audience and the buyer personas you are targeting is essential. These objectives can be anything from increasing the number of Facebook likes to growing your database of email addresses.
This can help you justify your budget investment to company executives and create a clear roadmap for achieving these benchmarks over time. An excellent goal-setting framework is SMART (specific, measurable, attainable, realistic, time-based).
Creating unique and engaging content can also help your brand stand out. For instance, a state tourism page can include local attractions not commonly listed in travel guides. This allows visitors to identify with the brand and develop loyalty beyond buying their products.
Another way to increase your visibility is by displaying social media posts on your website in a creative and eye-catching format.