November 4, 2014 ByCheryl Dykstra
Does your company have a SEO strategy? Then you should already be creating excellent content that adds value for your customers. But did you know that you could take this existing content and gain even further reach and help with your sales conversion beyond your website by using a content marketing strategy?
As we have expressed in our previous article on how SEO has changed, SEO now requires fresh, high quality content to be successful thanks to the Google algorithm Panda update. What this does is not only drives traffic to your site from Google and other search engines, but also promotes user engagement and hopefully increased conversions by providing the answers your customers are looking for when researching your product or service.
Becoming a thought leader in your industry or becoming a place people can come to for answers will help you to gain trust from customers and keep them coming back to your site for more answers next time.
So how do you take this content on your website and use it in your content marketing strategy?
Share it on Social
As of January 2014, 74% of online adults use social networking sites, according to PewResearch Center. Hopefully the content you’re creating is proving to be useful to your customers, why not share it where they are active?
Even if you’re already on social media, you may be using curated content. This is only assisting other websites and companies with their content marketing efforts. Try posting more of your original, high quality content and fewer things from other sites. Driving these visits from social media back to YOUR website is the goal.
Using this strategy, your great content now gains not only more search visibility but also social visibility, resulting in increased traffic.
Keep in Touch with Email Marketing
Email marketing is another great way to share your content and get more traffic to your website. The key to doing this is to not include the entire article in your email communication, only enough to catch their attention and create the desire to read more. This teaser gets them to click over to your website to read the full article, helping with web traffic and user engagement as they will likely take the time to read the full article. From there they could also find additional information they are interested in.
Sending out a monthly or quarterly email or newsletter is a great way to keep people coming back to your website for fresh information. You can include new articles you’ve written, awards you’ve won, projects you’ve completed, new hires and more. Avoid sending too much information that your customers might find useless to their lives. Sending information they can actually use and learn from is the key.
Content marketing isn’t just for gaining new customers. It is also about keeping your current customers! For this, email marketing can be very useful.
Adapt Content to Whitepapers or E-books
While this isn’t for every business, converting content into downloadable whitepapers and e-books is another way to expand the life of your content. Taking the SEO content over the past few months and compiling it into a whitepaper or e-book is a good way to generate leads and position you as a thought leader in your industry.
Then, surprise-surprise, share these whitepaper and e-books on social media and in your email marketing! Give them just enough to make them interested and include a call to action to visit your website and download the entire whitepaper or e-book.
Repurposing your SEO content in social media, email marketing, and whitepapers and e-books will give you a better complete content strategy. Not to mention that this will all continue to aid your website’s search visibility.
Don’t know how to create this high quality content, or do you not have enough time in the day? Sales & Marketing Technologies has a team of experienced Internet marketers that know exactly what your site will need! Contact us today to set up a free consultation.