If somebody asked for one suggestion to draw more visitors to their website, I would recommend focusing on content marketing. Content marketing is a marketing strategy focused on creating, publishing, and distributing valuable and relevant content to a specific target audience online. The objective of content marketing is to attract attention, generate leads, expand the customer base, increase online sales, enhance brand awareness and credibility, and engage an online community of users.
The process of content marketing begins with identifying the needs of the target audience. The content can be presented in various formats, such as news articles, videos, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question-and-answer articles, photos, and blogs. The content is created and shared with the audience for free, aiming to provide value and build brand loyalty.
Content marketing requires continuous delivery of a substantial amount of content, preferably within a content marketing strategy. The strategy involves planning and organizing the creation and distribution of content to achieve the desired marketing goals. By consistently providing valuable and relevant content, businesses can attract new customers, establish brand loyalty, and nurture relationships with their audience.
Examples of content marketing include Canva’s Design School, which offers short courses to help customers make the most of the Canva platform, Zendesk’s Blog featuring guides and advice on customer service and sales, Dell Technologies’ Trailblazers podcast that tells stories of digital disruption, and John Deere’s The Furrow magazine, which has been in circulation since 1895.
Content marketing has become increasingly popular as a marketing strategy due to its effectiveness in providing relevant and valuable content to customers, building brand reputation, and driving profitable customer action. Many prominent organizations, including P&G, Microsoft, Cisco Systems, and John Deere, as well as small businesses, have adopted content marketing as part of their marketing efforts.
By implementing effective content marketing strategies, website owners can increase their website traffic and drive more visitors to their sites. Here are some steps and recommendations to improve website traffic through content marketing:
Create an Editorial Calendar:
Develop a comprehensive planner to schedule and organize your content publishing activities across various distribution channels, including your website, blog, social media, and third-party resources. An editorial calendar helps provide a clear overview of your content strategy and ensures consistency.
Establish Content Writing Guidelines:
Create guidelines that standardize the quality of your content. These guidelines should cover aspects such as content formatting requirements, preferred tone of voice, content length, image use, fact-checking, citing requirements, editorial workflow, and SEO requirements. This ensures that all content produced aligns with your brand and meets audience expectations.
Document and Streamline the Process:
Utilize the editorial calendar and content writing guidelines to streamline your content creation process. This involves documenting a systemized and repeatable workflow for producing, editing, publishing, and distributing content. By establishing an efficient process, you can ensure consistent content production and maintain quality standards.
Create Educational Content and Tutorials:
Identify the types of content that resonate with your target audience. This can include blog posts, whitepapers, eBooks, case studies, social media posts, videos, podcasts, infographics, influencer content, and user-generated content. Focus on creating valuable and educational content that addresses your audience’s pain points and provides solutions or insights. This approach helps attract visitors who are seeking information or expertise in your niche.
Optimize Your Website for Search:
Conduct keyword research and optimize your website and content to rank higher in search engine results. Focus on relevant keywords that represent your niche and incorporate them into your blog content and product pages. Use SEO tools to identify keywords with appropriate search volume and optimize your content accordingly. A well-optimized website can significantly increase organic traffic.
Experiment with Content Freshness:
Regularly update your content by removing outdated information and adding new sections to keep it relevant. This practice, known as content freshness, can boost search engine rankings and attract more visitors. Consider incorporating a product review app or feature to encourage customer reviews, which can also contribute to fresh content.
These recommendations are based on popular and effective strategies for increasing website traffic through content marketing. It’s important to note that implementing these strategies requires ongoing effort and monitoring to ensure optimal results.