Making your content perform beyond just SEO
Content that generates traffic is great; content that generates leads and sales is better. Columnist Janet Driscoll Miller offers tips for content performance, from creation to optimization to conversion.
Content marketing serves many purposes for an organization, not the least of which is to drive organic traffic to a website. But let’s not sell content short! You have great content that’s generating organic traffic, but is it really doing all it can for you? Is it enough to have a popular, highly trafficked blog if it doesn’t actually convert?
Whatever your website’s goals — newsletter signups, sales, lead generation or some other call to action — content needs to support those goals.
Step 1: Creating compelling content
Content created with SEO in mind is a great start. Yet how do you create content that isn’t just some SEO spam, but actually is meaningful and can help your SEO efforts at the same time?
There are many great resources to determine the questions that need to be answered in your industry. One I use, as an example, is LinkedIn Groups. In a forum such as the LinkedIn Groups forum, I can see what types of questions people have and what solutions they’re looking for.
Another great resource is the Google Keyword Planner. What are the words and phrases people search for? Then do a Google search. Are those questions being answered?
Insight into creating compelling content can come from any number of sources. Think about what works for your industry, and follow that lead.
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