You spent a considerable amount of time last month creating new content for your website (blog, social media, on-page content) to attract new visitors with the hope of converting them into sales. Once the content has been generated, how do we get it in front of the people most likely to become customers? In other words, how do we leverage content marketing. For instance, you could write an in-depth article on the top 100 reasons why your washing machine out performs the competition, however if it is not viewed by people looking to make a purchase, it’s of little use. From an SEO perspective, content is king and must be generated on a regular basis to attract people to your website. Think of content as “bait” used to lure future customers and is the first step in generating more sales for your company.
Once the content has been created, how does it find its way into the hands of people looking for your product or service? The following tips will help make sure your content is seen, and most importantly, seen by the right people.
- Keywords (Know your customer) – Include the right words within your content to attract new customers. If you know that keywords such as “machine durability” or “water efficiency” have a high monthly search volume and high conversion rate, you want to include these terms within the content. These are keywords customers commonly use when making a purchase so make sure you include them. In addition, use “buying” keywords within the content. For instance, include terms such as “purchasing”, “buy” or “buying”. This will lead to higher conversions.
- Increase content frequency – The more content you generate, the greater the likelihood your content will be seen by future customers. Once again think of content as bait, used to attract people to your product or services. The more bait you use the greater the chances of landing the customer. It is important to note that the content you produce should always be of the highest quality.
- Utilize content distribution platforms such as Outbrain & Taboola to help get your content in front of people. These are paid services that will place your content at the bottom of articles in an ad like manner. These services offer “behavioral targeting” allowing your article to be seen by readers with similar interests. For instance, a link to your article could be placed directly under an article on CNN reporting on the most water efficient home appliances.
- Generate more backlinks via forms, blogs, news sources, etc. Do you have any sources in the media/blogging fields? Do you have any friends or connections that work at a well-known and highly respected media source? An article written about your company in Consumer Reports, or Popular Mechanics with a back link to your site will have a tremendous impact on generating leads. Even if you don’t have these connections, posting regularly online in forums will set you apart from your competition and make you an industry leader.
Writing fresh, new, high quality content is a time consuming process so make sure you spend enough time making sure it is not wasted by marketing it wisely. Utilizing these principles will have a positive impact on directing traffic to your site and increasing sale conversions.