• Jonathan Hatgis

3 Ways to Improve Your Content Strategy

In recent years content marketing has moved from being a way to differentiate your digital marketing strategy to becoming the new normal within a digital marketing strategy.


There are a number of ways to improve your content strategy with the simplest ways are Search Engine Optimisation (SEO), understanding your audience and keeping your content consistent. While undertaking one of these activities can improve your content strategy, a combination of activities will have the greatest impact.


SEARCH ENGINE OPTIMISATION DOES HELP


Search Engine Optimisation (SEO) is one of the most important forms processes that can be undertaken when it comes to content marketing. By optimising a website, search engines are able to find your content and boost your position on the search engine results page. With 75% of people only viewing the first page of search result it is important to ensure your content is optimised correctly.



While there are numerous ways to improve a websites SEO, a few simple ways are:


  • Including a keyword or phrase that the view might use as the basis for their search. The keyword or phrase can be included in the content, headings and URL.


  • Use Alt Tags. Alt Tags are tags that appear on any visual media that appears on your site. These tags are especially useful for text-only browsers.


  • Include links to well respected websites in your content. Ensure that you use descriptive keywords as your link rather than ‘click here’. Additionally, including backlink to your website can work towards boosting your SEO.


THINK ABOUT YOUR AUDIENCE, ALWAYS


Understanding your audience is the most vital part of creating content for your marketing campaign. This understanding is not just about knowing who your campaign is targeting but how they access and consume your content. If social media is part of your campaign, it is important to remember that not everyone you are targeting uses social platforms in the same way.


Having a buyer persona mapped out is a good start. Think about it:


How would you know what to write if you don’t know what your audience want to read?

Simple, right?! There are several buyer persona templates out there, so choose one that suits your needs and start investigating your target audience.


Having this knowledge allows you to create content that your audience is searching for and want to engage with. It is also important to understand that the audience viewing your content will be different to the audience viewing similar content posted elsewhere. Just because something is working for another organisation does not mean that it will work for you.


KEEP IT CONSISTENT



As with anything consistency is key, especially within digital marketing. Consistency in a marketing campaign is more than ensuring the message you are aiming for gets out. It’s about building and securing the relationship between your business and intended audience.


Not only is content marketing less expensive than other forms of marketing, having consistent content can make your marketing campaign more effective compared to other marketing activities. While ensuring that your content is consistent, it also needs to be that of quality.


The higher the quality the greater chance there is that you begin to establish your business as one with industry authority. Having consistent and quality content can also work to increase your SEO as well as boosting your organic traffic.

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