Think of Content as an Investment

The importance of regular content production can’t be overstated. When you get started, it may seem like an overwhelming task. But if you can produce a few pieces of content a week, you’ll have a solid “nest egg” at the end of the first year, according to Jayson DeMers writing for Forbes.

“As your investment earns interest, your principal grows, and you earn more interest with each subsequent round of compounding,” he wrote. “Content works much the same way since it’s more or less ‘permanent.’ If you publish twice a week, you’ll have 110 pieces the first year, so the first year you’ll produce 110 pieces and get 110 pieces’ worth of results. The second year, you’ll produce 110 pieces and see 220 pieces’ worth of results.”

DeMers notes that content can serve as a complementary strategy to almost any other online marketing strategy, and this includes SEO. The reasons are many, but linking is one of the most important.

Content Builds Backlinks

Backlinks are an important element of any SEO campaign, and just a few good links can be enough to get your campaign moving quickly. Good links, however, will never come from “tricks” or poor-quality content with keyword stuffing. It takes regular, high-quality content to earn great links, as influencers and popular sites aren’t going to link to “One Weird Trick” fluff. Instead, they’ll be looking for content by experts that offers readers value: a well-designed infographic, research statistics, a funny anecdote or an informative video. Blogging is also an excellent way to build good backlinks, particularly if the blogger offers new insight and value to readers.

Don’t Rest on Your Laurels

While it may be tempting to say, “We have a lot of great content, so we can take a break,” don’t give in to the urge. When a blog or a social media account drop off, readers will become disengaged and look elsewhere for content. Keeping users consistently engaged with your content is important if you’re hoping to steadily improve your search rankings.

Ask for Help

Content should never be an after-thought, or a by-product of other marketing channels (e.g., “Let’s just scan our newest brochure, stick it on the Web site and call it content.”) If you can’t produce it in-house, look to SEO professionals to help you. At Keyword Performance, we can help you develop a unique content marketing strategy – and content to make it work — that will help you reach your long-term SEO goals. Visit our website or call (203) 284-1929 for a consultation.

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Blogging done right is one of the best and easiest means of content marketing for businesses of all sizes. Companies with regular blogs can distribute their message via social media and search engines, adding valuable information on a regular basis and keeping prospects and customers engaged with your brand. Blogs are also a great way to extend your business reach and remain top-of-mind with your existing customers.

The following are some reasons you should be blogging to further your business reach.

Google Loves Blogs

There’s ample evidence to demonstrate the effectiveness of blogging. Even if you tried a blog years ago and didn’t get any traction with it, it’s worth doing it again. This time, working with experts skilled in creating targeted, quality blogs and using SEO and marketing tactics will allow your business to show up on search engines – and this detail can make or break your business reach.

According to a study by Tech Client, having a blog on your Web site will give you a 434 percent better chance of being ranked highly on search engines. Google tends to rank blogs ahead of most other types of content, so simply having fresh and regular blog posts that are picked up by Web indexing bots can move you up on the search results.

Make Your Message Shareable

When prospects read your blog posts and find information of value in them, they can then share your blog with others in their networks via social media. This can gain you more followers and a wider reach outside your immediate circle of customers. To make your blog posts more shareable, write in a personable, engaging style (NOT like a user’s manual), include photos/graphics and invite feedback from readers. Investing in Social Media Marketing is another great tactic to better brand and promote your business.

Blogs Are Fertile Ground for Keywords

A lot of search indexing today is based on keywords. Be sure you know which keywords you should be focusing on and are using them strategically in blogs. Search engines will be more likely to find you when customers or prospects search for those keywords. Once they click through to your site, you’ll have the opportunity to impress them and possibly win new business.

If you’re ready to build the blog of your dreams, let Keyword Performance help improve your search engine rankings and target your ideal audience by including only the best keywords in your web content. Contact us today to get started!

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