Are you looking for a content strategy to convince your prospective clients? Want to deliver the best results for your client with regards to their company's website? A content strategy will help you achieve that. However, it is worth noting that one piece of content can't meet all of your goals. Most marketers treat all of their content equally, which may prove a big mistake in the long run.
Every content piece you create should have its own individualized goals and expectations. You will need a two-pronged approach to help you increase organic traffic, brand awareness, and brand authority for your client's website. Ans the framework to use when considering content strategy is to think of the following two buckets:
1. 'rank-worthy' content
2. 'link-worthy' content
Now, let us explore some actionable tips to help you execute the framework mentioned above in your content strategy.
Content Strategy- Rank Worthy and Link Worthy Contents
Rank-Worthy Content
It is essentially content created with the goal of ranking well in the Search Engine Result Pages (SERPs). Most content marketers and Search Engine Optimization Executives (SEOs) want their pages to rank well in Google and other search engines to build organic traffic to their client's websites. However, this task is more nuanced than it seems.
Often rank-worthy content does bring in more organic traffic to your site, but it is also crucial to establish both brand awareness and authority. Let me show you an example,
Example of a Featured Snippet Search Result on Google.
Look at this featured snippet that answers the question of a searcher. This is a no-click search result that the searcher can see and offers the best answer, at least according to Google. Moreover, it gets their brand name out there and also builds a sense of trust.
All in all, a rank-worthy content strategy enables to build brand awareness, brand authority, and organic traffic.
So, if you don't have content on your site that ranks, it is much less likely that your brand will grow organically as it will be difficult for your potential clients and customers to find you, let alone trust you.
So, how to create a rank-worthy content strategy that Google deems best?
The key is to focus on the intent. Every marketer should understand the reason why someone is searching online for something. If you can figure out exactly what people are looking for and can create that resource, then this is the sure-fire way to create value, which Google is likely to pick up.
There are many guides about optimizing your content to improve your chances to rank well. However, intent should always be your main consideration, because, eventually, Google's algorithm is designed to help people find what they are searching for.
A majority of marketers say that longer content is better for ranking, and numerous guides exist that stresses this point. However, this is only a single factor when it comes to making your content rank well in the search engine results. The reason why your website content can make it to featured snippet is when it is able to efficiently answer the questions people are searching, in other words, when your content is meeting the intent. it will rank well.
Nonetheless, it is not only the intent of searchers but also the intent of your own marketing department. The sweet spot of your content strategy is in finding the overlap between your own goals and the goals of your target audience.
So, it is recommended to write down top-level goals for a content piece along with its related secondary goals to keep yourself organized.
Here, the primary goal involves creating a piece of awareness content that answers our target audience's questions. While the secondary goal is earning a featured snippet to elevate your brand's exposure and its SERP positioning.
Additionally, you can refine your own goals by considering whether you are appealing to the top-of-the-funnel, middle-of-the-funnel, or bottom-of-the-funnel (TOFU, MOFU, or BOFU) searchers and what actions you would like them to take after they visit your site.
Link-Worthy Content
Now that you are already creating this excellent rank-worthy content, why should you bother with anything else?
Well, because backlinks remain a vitally significant ranking factor. Moreover, they are incredibly hard to earn. So, you should dedicate a strategy to build high-quality links that are crucial to scale growth.
And link-worthy content is designed to earn backlinks for your website as it is highly engaging and widely appealing. Ensure that your strategy includes original research and implementing an earned media approach by pitching your content to publishers. This enables you to build authoritative links and yet again improve your brand's authority and awareness.
P.S: This type of content isn't always going to rank well for you in the SERPs. That's why you should consider both types of content strategy for a winning combination.
Learn how to create a link-worthy content strategy.
Conclusion
Building links using link-worthy content will help you get more brand recognition and also improve your site's authority. When well-respected websites link back to you, it sends a signal to Google and other search engines that your content is high-quality and can be trusted. That's why it is significant to start investing in earning quality media coverage for your website.
Once you have several authoritative sites linked to you, Google will likely consider your brand as an expert in your niche. Moreover, when you are considered an expert, it elevates all other content on your website, which will eventually increase the likelihood to rank better in the SERPs. So, build traffic by adding backlinks to improve your overall SEO, which will uplift everything on your website.
By focusing on both the types of content strategy that complement each other, you can create an inbound marketing strategy that will continue to strengthen and dramatically improve your site's organic growth.
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