To conclude our Content Marketing series we look at harnessing the power of your data. The data you collect should be used to design your content strategy. When you know what people are searching for, you can design content on your site to answer those questions. This can result in your content being used as snippits, which is a great tool for driving organic traffic.
Analytics is a tremendous tool that no business website should be without. Looking at in-depth analytics can provide unique insights into how people are actually using your site. Which pages get the most traffic? Which pages have the lowest bounce rate = stay the longest? Do you have pages that cause visitors to leave? Analytics will tell you and then you can use that information to plug holes in user paths, add more calls to action or encourage cross-linking to related pages on your site. If you make assumptions or assume every page gets the same attention is incorrect.
Another fabulous free Google service is Google Trends. All you have to do is type in anything relevant to your business + the geo-location and Google will tell you if that search is popular and what kind of traffic it currently has. If it is low then probably a good idea to keep the references low, however, be careful not to leave a hot topic you could be the first to write about it and therefore get a sizeable amount of traffic. If there is a considerable trend then it would be advantageous to inter-twine that topic + its keywords into your page content, after all, if they’re searching for it and your pages have it then you should get the hits.
In every industry, we all have competitors that are worth looking up to (even if we don’t want to admit it). Look at their websites, do they have decent traffic? Is there an extensive education or resources page? Do they have a robust linking strategy that has tons of useful links relevant to the content it’s contained within? Take your competitor’s successes and use them as a path for your own content strategy. Be sure to adhere to best practices and not copy or plagiarize as Google can identify that easily and penalize your site, let the data dictate your every move.
Now that we are at the end of the final edition, WDK would like to remind you that content is king. A flashy website with no substance will do you no good in the long run, success in 2020 revolves around how engaging your content is. Will it encourage them to follow your social media profiles? Will it encourage them to visit your Youtube channel? Will your content make you an authority on the subject?
If you have any question related to Content Marketing and how it can be harnessed for your business Contact Us today to speak with our knowledgeable team.