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When you’re beginning to craft your search engine optimization strategy, it’s tempting to focus on short-term goals. You want to take all the steps you can to create a few “shortcuts” to launch your online campaign. While some of these may be worthwhile, it’s critical to not lose sight of your long-term strategy, and this should revolve around content marketing.
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.
