Every experienced online content marketing strategist worth their salt will tell you that “content is king” when it comes to obtaining more qualified leads. And it’s true—content is and will most likely always be one of the leading factors that contribute to higher conversion rates.
But there are so many different kinds of content out there that it can be hard to know which ones will work for your digital marketing campaign and brand.
The type of content you produce depends largely on what your objectives are. Are you trying to gain more social media followers? Do you want to establish your brand as a leading influencer in your field? Or are you simply trying to increase your web traffic and in turn, conversion rates?
Working with a prominent content marketing agency in Toronto is the first step on the journey to garnering more online visibility and ranking in Google’s top three positions. High-quality content creation starts with a well thought out plan that can help you accomplish these goals. Here are some useful tips to help you get started.
Identify and Define Your Content Goals
Comprehensive and successful content marketing campaigns don’t just materialize out of thin air. They’re the result of detailed market research. Understanding the current temperament of the climate in which you’re entrenched is highly important to identifying your niche and defining your content goals. You need a clear sense of direction to determine where you want your content to go and how you’re going to get there.
If you’re trying to increase your social media following, then you need to work on establishing and maintaining a strong presence. Create timely, relevant, and informative content that your audience can relate to and that pertains directly to your brand. The idea is to actively create meaningful engagement and eventually lead users to your website.
Perform Keyword Research Based on Customer Data
As always, using the right keywords in your content is an excellent way to increase your rankings. Perform thorough keyword research to understand what phrases users are using to search for information related to your brand. Long-tail keywords in the form of sentences or questions typically generate the best results because they present more ranking opportunities than short-tail keywords. The best way to integrate them into your content is to use them as subheadings so that they can be used as featured snippets in SERPs.
Short-tail keywords typically consist of one word, which makes them less specific than longer phrases and can therefore generate more vague or arbitrary results. Since short-tail keywords are more likely to appear across a plethora of different types of content, some of which may or may not pertain to your brand, they’re also more competitive and this can hinder your rankings.
Create an Editorial Calendar to Stay on Track
Editorial calendars can help you and your team stay organized and guarantee that all of your content is released or published in a timely manner. Digital editorial calendars can be shared with team members who can make relevant changes or updates as each task is completed. Include special notes or reminders next to certain entries so that you and your team can stay on the same page.
Moreover, editorial calendars can also be used to share relevant content topic ideas. Collaborating with various SEOs, content writers, and editors to perform relevant content research enriches your repertoire and ensures that you’re constantly producing fresh high-quality and professionally curated content.
Use Semantic SEO to Increase Topic Depth and Understand Search Intent
Search intent is the reason that someone is performing a search query. Sometimes, however, the intent of the search can be muddled by poor word choice or phrasing. That’s just semantics. Since search engines operate using mechanical algorithms to present relevant search results, they might not always get it right based on the word choice of the user.
In recent years, Google has become far more sophisticated when it comes to recognizing and understanding human semantics for search. For instance, it now understands that many words have synonyms and that search results don’t always need to exactly match a search term verbatim.
For instance, in the phrase “Italian restaurant”, Google intuits that the user is searching for an Italian restaurant that’s in close proximity to their current location. It also understands that the words “eatery”, “bistro”, “cafeteria”, or “diner” can also be used instead of restaurant. As a result, Google might present top-ranking content featuring these words in combination with the word “Italian” in response to the original search query because it knows that the point is to find a local place that serves Italian food.
Prepare Content Architecture
Proper content architecture is one of the cornerstones of high-quality content creation. Structuring and organizing your content layout makes it more readable and easy to follow for users. Dividing the content layout into appropriately optimized subheadings for each section also makes it easier for Google to crawl through it and pick out featured snippets that directly answer user search queries. This boosts your content rankings and ensures that more users will have access to your website.
Publish Relevant Authoritative Content
You’re already an authority figure in your industry. Now you just have to prove your expertise and credentials by publishing high-quality content that provides users with the answers that they’re looking for in their search queries. Establish yourself as a known and trusted industry authority figure by presenting proven facts and bringing the receipts to back them up. If you’re presenting research data, then you need to cite your sources just like you would if you were writing a research paper or news article.
Even if you’re writing about a personal experience or an opinion piece that includes anecdotes, sometimes it pays off to present research data that backs up your story when the occasion calls for it. Always make sure to give credit where credit is due by citing your work.
Create Link-Worthy Content
No, we’re not talking about using trashy clickbait headlines to get more clicks. High-quality content should be reputable, well-researched, and properly sourced. If you make a scientific, historical, or analytical statement in your content, make sure you have the proof of research and appropriate data to back it up. This is, after all, the internet and that means there are plenty of self-proclaimed and self-appointed fact checkers at the ready to point out your every mistake.
Hire Professional Content Marketing Services in Toronto
Numero Uno Web Solutions is one of the leading digital content marketing agencies in Toronto and the GTA. With our unparalleled SEO, SMO, and SEM expertise, we’ve helped numerous SMBs create, maintain, and enhance their online presences. In addition to high-quality content creation, our team also specializes in online reputation management that’s guaranteed to boost your SERP rankings and ROI. Contact us today to learn more about our content marketing services.