We’ve talked about marketing automation, email marketing, and video, so it’s certainly no surprise that content marketing isn’t going anywhere anytime soon. Content marketing is a two-fold benefit in which:
- You’re increasing your search engine ranking with high-quality content and strategic keyword usage to gain more traffic from a qualified audience.
- You’re providing valuable information that allows you to stand out as an authority while building trust, generating engagement, and gaining loyal customers.
The key to being successful with your content marketing comes from a few different factors. Primarily these are knowing and leveraging the keywords you want to rank for, providing content for every stage of your sales funnel from new visitors to loyal customers, and building engagement to create brand ambassadors who are sharing your content.
Some of the most effective forms of content marketing to help you meet these goals include:
- Blog posts to share company news and information related to your industry.
- New service pages that help you target keywords while also providing a closer look at your business.
- Videos and images to generate interest
- Email newsletters to continue engagement and keep customers informed
- Case studies to provide proof of your success.
2. Page Speed
A slow-loading page is the number one reason users leave a website within a minute of landing on the page (also called the bounce rate)—even a second or two of a delay in how the page loads can negatively affect your conversion.
The good news is you can speed up your page load times pretty easily. First, optimize your images and make sure there are no large image files. If there are, compress them to where they are less than 100KB.
Next, reduce the number of internal redirects, specifically redirect chains that go through several redirects before landing on the correct URL and internal links to redirects. Reducing these can speed up your authority in Google and your page load speeds (both good things).
3. User-Generated Content (UGC)
When appropriately moderated, user-generated content can be a powerful tool for your website both for SEO and for user experience.
User-generated content (UGC) doesn’t have to be complicated or intensive; it can simply be a user review on a product on your e-commerce site, a comment on a blog article, or a Q&A section where people can ask questions and get the answers they need. First, let’s look at the benefits:
- Content updates – Google loves new, updated content, and any time a comment, review, or question is added, the content is updated.
- Content length – Typically, longer content can improve search engine rankings because of the assumption that more content = comprehensive resource. For example, product descriptions can be short, but having customer reviews on the page can add needed length to boost SEO.
- Content Uniqueness – Duplicate content can hurt SEO, but for things like product descriptions, there’s little way to make your product stand out from the thousands of similar product descriptions, especially if you’re using the copy from the manufacturer. User reviews and comments can improve uniqueness, again, boosting your search engine ranking.
The key is to make sure you’re moderating any user-generated content. Certain settings for your blog can be implemented to cut down on spam, prevent link postings, and filter comments that include specific words. You can also moderate your UGC manually, though that may be challenging when you have massive amounts of comments and reviews.