Easy Content Strategy for Your Business
HJ’s Content Strategy 101
One of the most common questions we get asked is: “What’s the best way to increase your organic ranking on Google?” For the purposes of this article, we’ve used Google as our search engine of choice, but the same opportunities still apply for Bing, Yahoo and other web search engines.
The first is making sure you’re ranking for branded terms, and setting up SEO hygiene (URL structure, making sure you’re listed on Google My Business, Bing Places) and having your brand appear throughout the page in what search engines deem to be semantically important (Headings, Body Copy, Descriptions, Alt Text images).
It’s easy to rank for branded terms. See this article I wrote for my mum.
But - the truth of that is – it’s great to rank for branded terms, but unless you’ve got good Brand Awareness (which, let’s face it, is pretty rare for companies starting out or who are competing in a saturated market), there’s not going to be many people searching for your brand.
So - you need to create ways of being found when people are looking for products and services that you provide.
For example, few people are searching for HammaJack, but lots are searching for “Web analytics companies” or “the Best Digital Marketing Companies Melbourne”. So - how can we create content that helps us shift away from branded terms, and onto high-traffic, high-opportunity keywords?
Approach 1 - Create Great Content
One approach would be to do a considerable amount of keyword research and invest in copywriters, and other content creators. After all - content is king. Here’s the thing about this though. This approach might work for big organisations - where they have the money to invest in their content and can have teams of writers and designers working each week to pump out content fit for a media organisation. But, it doesn’t often work for startups, or small to mid-sized businesses. Hell, I don’t even know if it works all that well even for the biggest (maybe for https://bluenotes.anz.com/?).
The biggest problem with this is obviously the costs, the overall effort, and the lack of guaranteed effectiveness. And – it’s expensive to do it properly. So, you will either spend a considerable amount of money and succeed, or spend a considerable amount of money and fail.
So…if you don’t want to take a huge financial risk, and create content that works…try Approach 2.
Approach 2 - Provide Answers and Advice
Essentially, rather than being predictive to customer and clients needs, be reactive to what they are looking for and provide simple, short articles that answer their specific needs.
For instance, if a client comes to you and asks you about what you do, or for further information, write it in an email back to them, and then, adapt that email into a short article and post it on your site.
Better yet - if you have time to write the article before you reply to their email, you can write to them with a summary along with a note: “Here’s an article that I wrote for you on the topic”.
But - here’s why we think it works really well:
You are creating long-tail keyword-focussed articles (that you don’t really have to think about too much)
You are solving customers needs - which is even better if it’s positioning your brand or service.
You can build creating content into your daily workflows, and, once you get into the habit, you’ll never have to ‘plan’ content again
With a little bit of structure around topic clusters, you’ll be showing search engines that you are an authority for certain short-tail keywords.
It gives new and existing customers great insight and an understanding about your products and expertise.
It helps streamline your customer service approach too (especially, if you are providing a useful guide or something along those lines!).
You are a subject matter expert about your business, so - you don’t have to do too much research, just write about what you know.
Write as often as you want – don’t plan around how many articles you should or shouldn’t write, just write whenever you are trying to help a customer or client.
If you were to take one thing away from this article, it would be - content strategies can be complicated, but they really don’t need to be. Solve for your actual customer’s needs, wants and interests first, and the traffic will follow.