How Do Startups Actually Get Their Content Marketing to Work?

Recently, we discussed how you can improve your ad spend by using Google Performance Planner. In addition, TikTok has been exploding in organic reach. However, we often found that organic marketing is just as important as paid advertisement. As search engines change their algorithms all the time, content marketers should be constantly on the lookout for best practices. Therefore, we would like to dive into some of the most recent and efficient content marketing tips and tricks that exist out there.


Write fewer, but higher quality articles

To begin with, what all blogs have in common is that they keep it simple. They avoid filler information, keep their paragraphs short, and straight to the point. Furthermore, previously Google wasn’t good at identifying and favor high quality articles. However, that is not the case anymore.


But how they do that? As simple as it can be – they monitor engagement signals. Google does that by analyzing how often a visitor presses the Go-Back button in their browser when visiting a web page. If the rate is high, the search engine gives the article a lower rank, considering it as low quality. Therefore, your goal should be to write high quality articles which engage the reader.

Provide the reader with all the information

Your page should be the last in the searcher’s journey. If after reading your article they don’t go back in the Google Search, the search engine marks it as a post that gives the reader what they searched for.  Isn’t that Google’s main objective – to get searchers to the final destination as fast as possible.


There are two tricks for providing the reader with what they might have looked for. First, you should cover the topic in-depth with all the subtopics there might be. Second, you should include external links that lead to relevant pages, so the reader doesn’t go back to Google Search.


Evergreen content boosts the traffic

Breaking news and opinion articles might boost the traffic at the time they are relevant. However, this strategy will not succeed in the long run. What you need is evergreen content. Examples of that could be “how to” guides, checklists, tips and hacks, case studies, podcasts, etc.


In addition, what defines that content marketing strategy is:

  • It gives a lot of value to the readers.
  • It keeps driving traffic to your web page months and even years after publishing. Importantly, it still needs to be promoted regularly.
  • It builds your SEO ranking.


Another benefit of this strategy is that it saves you time. This type of content might take long time to produce. However, it saves you time in the long run as you don’t need to create new content as often. All you nee to do is keep it up-to-date.


Conversion over volume

On the other hand, just engaging your readers is not enough. Just because a reader gets on one of your articles, it doesn’t mean they’re here to stay. So, you need to boost your conversion rate and get people to signup, subscribe, or purchase. There are three ways for your visitors to get to that point:


  1. They read one post and then instantly convert.
  2. They read a few posts and afterwards they take action.
  3. Readers subscribe to your newsletter and/or return later.


To increase the conversion rate you should advance your blog posts’ copy, design, and calls to action. In other words, improving on every level, every single time.


Execute content and keyword research

Companies set different goals for their content marketing strategies. But, there is one key step that binds them. That is content research, which should be a never-ending process. For those purposes you can use content apps like Feedly and Flipboard. They give you your starting point, as they find the latest publications in your industry and find other relevant sources for you.


Another important factor is keyword research. This will help you enhance your SEO and search engine ranking. You can use free tools like Ubersuggest to search for keywords and find out what your readers are interested in. There are few key step when undertaking such research:


  1. Create a list of keywords relevant to what you’re promoting.
  2. Use keyword research tool to search for what other long and short-tail keywords your readers are using.
  3. Find out what keywords your competitors are ranking for and which keywords get them more traffic.
  4. Make use of those keywords.


Lessons Learned

Content marketing rules are constantly changing. But there are always a few concepts that bind them. In other words, you should always try to engage the reader, get them to the final destination and convert them. The power to do that hides behind keyword and content research. However, content marketer should always have their eyes open for new tips and tricks.

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