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  • Writer's pictureRaul Benito Castro

What is an effective content marketing strategy?

Content marketing is one of the most effective strategies to generate engagement and loyalty among website visitors. In addition to contributing to the democratisation of information, it can also be used to generate sales. However, the latter requires a long-term strategy and complementing it with a social media strategy and paid content (Adwords and Display, for example).

The three primary reasons for writing engaging content:

  1. To increase the number of visits and boost engagement and awareness.

  2. Improve SEO ranking by improving page/domain authority or search engine positioning.

  3. Prescription: become a reference on a specific topic (users look for you to provide specialised answers on a specific query).

The key to success in creating quality content - written, audiovisual, podcast, or webinars - is an analysis of data obtained from various analytical sources.

It is one of the best examples of data-driven decision-making

However, in addition to analysing data, a good content strategy is based on three fundamental pillars:

  1. Content attraction: Analysing the most read trends on your blog and deciding to feed the depth of content to give your readers more of what they are asking for.

  2. Sales need: Match your specialised content to the specific campaign/product you are promoting to support the sales force, and always think from the reader's point of view.

  3. Current vs most requested trends: For example, if trends indicate an increase in searches in search engines related to "sustainable travel", it is an excellent time to consider content such as "Top 5 online companies that organise sustainable travel" or "Tips to make your holidays 100% sustainable".

By guaranteeing new content regularly and maintaining the necessary balance on these three pillars, Google (one of the leading search engines) will reward your "loyalty" with the democratisation of the search engine.

As you will be contributing to the continuous updating of your blog and the generation of quality information, you will be responding to the queries of its users.

Of course, there are many other indicators, more complex and related to SEO, that must be taken into account to create good content:

  • Keyword positioning

  • Backlinks and link-building strategy

  • All the essential elements such as the meta-description, long tails of the URLs, tags, etc.

  • Images with integrated alt content

  • Of course, take care of the readability and structure of the article.

On a personal note, here are the significant success cases I had following a good content strategy with discipline for more than four years for the same client:

  1. Eliminate news with negative PR: One news with harmful content about the company with thousands of visits due to its influence: click-through rate. I periodically updated content until it disappeared from the first ten pages of the search engine; only the client's positive PR appears now.

  2. Increased time spent on the site by 63. 3 % and 44.7 % more recurring users.

  3. When searching on the client's specific industry, the company appears in the first position of the search engine.

  4. Weekly requests from leading industry-related blogs to get access to clients' content.

Being able to help people to be better informed and generate business for your company (when you offer solutions to peoples' needs) is a double satisfaction and one of the most beautiful professions that I invite you to try.

If you want to know more, do not hesitate to contact me, I will be happy to help you.


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