How to Create the Best Content Marketing Mobile Strategy to Reach Ideal Clients
Businesses cluing into the importance of high quality, niche-targeted content ideal for mobile audiences, find that their content marketing strategies are paying off.
Unlike some marketing strategies that target a broad range of likely customers, niche marketing focuses on a specific segment of consumers that are already searching for a business like yours. Are you asking how to find the best content marketing mobile strategy to reach the right customer in 2020 and beyond? Market to who matters most. And market in the format that users want, like video content.
The Bottom Line is that mobile content marketing strategies are taking precedence over traditional content forms.
We know most readers have questions about content marketing; so let’s get key answers out of the way first.
What is a mobile content marketing strategy?
A mobile content marketing strategy evolves much more than web content that fits screens on traditional mobile devices. It means adapting and creating content to satisfy the wants and needs of consumers using mobile devices. Digital marketers see a mobile content marketing strategy as starting with a responsive site design that makes the UX function fluidly across a variety of screen sizes. It should provide solutions and answers that people using mobile devices are seeking.
An effective mobile content marketing strategy includes the many ways that mobile users’ needs vary from desktop use. In the vast expanse of clickbait content, being the one to capture mobile users’ attention isn’t easy. While observing new trends in content, we observe the importance of quality over quantity.
What is meant by mobile marketing?
Mobile marketing is the flow of information used in multi-channel promotion of goods or services for sale on mobile phones and devices, and smartphones across all networks. Mobile marketing channels are varied and comprise technology, trade show events, or billboards, etc.
Mobile content marketing needs to be worked on over time, tested, and adjusted to demands from your niche audience. Mobile shoppers can scroll and search for a product right in mobile product carousels. With patience, perseverance, and willingness to adapt, your content can drive revenue by learning how to show up where it matters most to users.
Why is mobile marketing and advertising so important?
Since more customers are using and finding answers on mobile, it forces marketers to prioritize a mobile content marketing strategy. Customers are better informed because a cell phone travels easily with them everywhere; they can find quickly find information on their own. Businesses are getting serious about treating their online content as a strategic resource, which means developing a customer-centric approach.
Why prioritize mobile content over desktop for retail sales?
Google will now let purchasers buy items directly through its Google Assistant and search. Yes. That means without navigating to your website. So we are not only crafting content marketing plans for a website but for all possible means encompassing your online visibility. For most businesses, they are most the bulk of potential customers if they leave mobile till last.
Does consistency matter for building a distinctive mobile content experience?
To stay tops in consumers’ minds you need to consistently provide material of relevant value to your target audience. A digital marketer who has studied the fundamentals of content marketing knows the concept isn’t all that complicated. Create content that meets search intent. This gives a business more than hope. You need steps that activate your strategy, including your editorial planning processes, the roles, and skills involved, and how to ensure that your team’s efforts will align and prove up with revenue.
Consistency across all mediums should be a branding strategy for every online business as it improves the overall user experience not only within mobile apps – but also on desktop.
What Does it Take to Create Great, Unique Content?
A summary of content creation strategies that work to increase mobile conversions:
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Niche Marketing Strategies for Mobile Audiences
If you feel overwhelmed when planning your content strategy for the year ahead, this post is for you. You can focus on generating web content that your readers want and that generates leads.
A great content marketing strategy drives profitable customer action. It will keep your company on the cutting edge in order to remain relevant to users, and, more importantly, efficient and effective. People search for relevant information on the web; content marketing married with SEO provides it. If you are asking how to develop and execute a well-crafted mobile content marketing strategy for your business, you need to first understand the importance of content marketing and how people consume content. YMYL sites have added tasks to perform to gain good E-A-T assessments.
Tooled with color-coded spreadsheets, well-defined goals, knowledge of both your readers and your competition, and a solid dose of on-course optimism over the next 12 months is going to carry your content curation efforts and make them count. Ultimate success means not only measuring the ROI of your content marketing but, just as vital as tracking ROI, is what it takes to increase it.
The well-planned content strategist should have a couple of months’ worth of topics laid out for future publishing and amplification, but being flexible may top that all. If a new or different blog post topic illuminates the horizon, roll with it! Readers want to stay in the know about immediate happenings that impact the world around them.
Great mobile content adds value to your audience.
It starts with research, next you build content, and then you market your content. It is not good enough to have superior messaging today; you must have a number of healthy backlinks to your top content in order to obtain high higher traffic levels from audiences that you are trying to reach. It is impossible for one person to determine, execute, measure, and tweak your content on a consistent basis.
To design and implement a content strategy that will grow your customer base, you need a Director of Content Strategy. You still need people to craft your storytelling, create compelling visual content, and others to get readers attention on social media platforms. Draw upon your direct customer communications with your business. This will tell you a lot about your customers’ needs and, as a result, help you make insights-driven business decisions on the road to digital marketing transformation.
Content creation requires teamwork.
The secret ingredient to impressive content is teamwork with a skilled person at the helm. Your business cannot afford to skimp on this element of business and marketing. Content has become the poster child for search engine optimization. Whether you’re a marketing guru or not, grasping the basics of SEO equates to brand visibility and exposure—two things every company, brand, and publisher needs.
How to Best Position Your Content Strategy
Getting SEO, content creation, and PR working effectively together is challenging.
However using BERT SEO alignment factors and key PR messages in your SEO content makes your brand easier to recognize. It requires a keen knowledge of mobile users preferences to set the right mobile site performance objections.
The sheer volume of content required in today’s digital landscape makes it difficult to maintain a consistent message with your key audiences. We help businesses quickly move from being too broad with their business goals, like “increase revenue” to the more awkward but needed questions, like: “Are you able to measure and track those goals?”, or “Does your business have the capacity to meet them?” If the answer is unclear or negative, no worries, you can now dedicate the time to catch up. We’d love to help your company exceed the goals you initially set.
Every day is a fresh start.
When creating a content strategy for the upcoming year, or reviewing your existing one, planning well in advance is necessary. The truth is, a ton is changing in the future of content and SEO in the 2020s. A lot of the old systems we’ve all familiar with are quickly being replaced with more advanced technologies, like matching content to voice-activated searches and being laser-focused on your audience. Make sure who you give your ear to is an agency that specializes in this and is up-to-date in its content strategies.
Through your Google Analytics, Google Reviews, research, and customer feedback, valuable insight into what’s working and what isn’t will identify the content on your site that needs improvement, what needs to be added, and what needs to be deleted.
Our post will guide and turn your content strategy into one of greater strength. Content revisions only yield better results if you are not just guessing at it. We all tend to love our own opinions, but data is typically much better at it. It always surprises me when as humans, we so often assume that our hunches are right. I have mellowed much and learning (the hard way) to let data at least affirm my thoughts before moving on them. More often than not, long-term marketing benefits are gained from a lot of the right research and hard work.
8 High-level Ways to Revitalize Your Content Strategy
1. Align Your Marketing Messages with the Consumer
Content-rich pieces for your niche will keep your target reader actively involved – if you know who those readers are. Revolution your micro-services and embrace content strategies that nurture a customer lifetime value. Whether you are crafting content that introduces new services to your market or adapting old services to new requirements, more niche-targeted content is providing consumers what they want.
Discoverable mobile content that answers questions in an area of little to no competition on the web will give you a fighting chance of breaking through our mass of content proliferation. It’s not only what makes you unique, but it’s also so unique that you get found by your audience. That audience rewards you because you gave them what they wanted. Start by determining your high-value customers (HVC).
When it comes to mobile marketing these days, you must not only to match your message to your ideal client, but you have to engage them on mobile devices and keep their attention as well.
As writers, we often do better when we set aside our egos and rely more on market research on a topic to align with consumer’s needs. Current clients and potential clients don’t care about products or services (as frank as that sounds, it needs to be said). What they simply want is someone to solve their problems.
If you can identify those issues and succinctly explain how you address and solve those problems within your messaging, then you’ve basically won the client. Make it clear that you understand what they want and need.
One of the key reasons behind a failing content strategy is a manner of communicating that doesn’t speak to most viewers. Content marketing is about using natural language, semantics, the right keywords in your content, imagery, and video to better relate to audiences in a manner that is natural and conversational. It is not meant to feel one way. Even if they are just reading, if you have invoked an emotion, or met a need, they are a part of it. To be successful, you need to speak “real” versus “salesy” and at the point of interest of the people, you are marketing to.
2. Align Your Marketing Messages with Your Goals
Remember, your content messaging should not be about you and your business. Putting your audience front, center, and back will help you arrive at your best content strategy. Your thorough research should speak to them and demonstrate that you understand what they want – perhaps even better than they do. You know what they will need next. Your business can move forward and your marketing investments will go to the next level.
It is an exciting age of niche content. Targeting marketing campaigns requires an intimate understanding of your target audience coupled with a well-planned and consistent content theme that aligns with user’s interests. We help our clients choose the head content theme for each page so that it matches your business goals and entices audience engagement. The truth is a page’s content theme isn’t merely an element only of the copy-writing world; it’s relevant to all lines of business from service and product offerings to independent publishers.
Vital work must be done to speak to your audience with beautifully aligned content messaging. It’s your job, or your Digital Marketing Team’s to make sure it aligns with your business goals as they adjust with time.
3. Place Your Priority Content Correctly
Viewers want solutions and answers quickly. They don’t want to have to hunt for it. Or work hard to figure out who you are and what you sell. State it clearly in “consumer speak” right on your home page and on top of each subsequent page. Place your most important messages on top or at least above the fold. Someone who arrives on the page should be able to view it without scrolling. It should be your highest priority content so that it can immediately reach your audience and help you achieve your content marketing goals.
Make a spreadsheet to list your high priority to low priority web content. This process helps you to determine what you should offer first, second, and third on a given page of your website.
4. Keep your Content To the Point
There is a false assumption that readers bore with long pages. User testing proves that you need to ensure that your content length is sufficient. The real content problem child is insufficient, irrelevant content that misses user intent.
Most websites that come to us for fixing have struggled a long time with duplicate content issues. Pages that are too thin and or too similar cause a strain for site visitors to find what they are looking for. If you say it on one page, rarely do you need to repeat the same topic at length in the exact same words. Develop content with your target audience in mind; be specific as to who your target audience is. Not everyone has the same interest level. Learn where, when, and how they prefer consuming content. And then stick to that topic on that page and cover it thoroughly.
Twitter’s new rule restricting simultaneous tweets with identical content across multiple accounts reflects on today’s level of content proliferation. It is the same wherever your messages can be found. Repeating yourself saying the same thing across many pages is redundant and bores readers.
It frustrates a user to see a list of web pages in a search result with exactly or super similar content. Users want solution-rich custom content that will quickly answer exactly what they are looking for. Not being forced to click through thin pages to find answers.
5. Create Scannable Content
The average website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading every word from top to bottom. We can logically assume that most guests aren’t actually reading the full post. They scan it and take in what they need. While speed readers may be the exception, many only take the time for a quick perusal or to summarize its value.
Written content that is comprised largely of lengthy sentences and paragraphs can send a visitor away. If you do this too often, you may drive your prospective customer to seek content elsewhere that’s easier to consume.
How to present your content in a manner that is easy for the eye to scan:
- Use short paragraphs: Keep your paragraphs bite-size, like 3 to 4 sentences in length or less. By presenting your content in brief paragraphs, it takes less effort for your readers to take it in and get the concepts you are sharing.
- Write interesting subheaders: Readers should be able to quickly assess your key talking points and be able to quickly identify the pieces of your content that pique their interest. A subheader that is amusing, a hot topic, conveys positive emotion, or is easy to identify will trigger the curiosity of someone on-page and maintain their interest.
- Use bullet points and lists: Using a bulleted or numbered list aids the simplest form of content consumption. One’s eye reads through it quickly. Such lists stand out on a page and break up paragraph content, which is refreshing to the reader.
- You don’t just want traffic to a page; you want visitors to consume it. And come back. Someone who leaves a comment, shares it, or adds a backlink to it has stepped out from the crowd of readers and become an active participant.
Unordered Lists – An unordered list is simply a list of related items whose order does not matter. Creating an unordered list in HTML is accomplished using the unordered list block-level element, <ul> . Each item within an unordered list is individually marked up using the list item element.
6. Create Content Discoverable for Mobile & Voice Search
US consumers now spend an average of five hours a day on their mobile phones.
Google’s John Mueller is urging SEO professionals to optimize content for voice search and Google Assistant. This makes your content available to Google Assistant for speakers and cars, which serves up information on screens for people on the go. Google notified publishers on how to make their content more discoverable. He emphasized that it is helpful to think in terms of how your content may fit into the context of a voice snippet and that adding schema structured data makes that a lot easier.
Automated sourcing is never the way to go if you can avoid it. Create more mobile-ready content. Your content strategy must include creating mobile-friendly content for this growing readership. Writing content for mobile readers is no easy task. Or more accurate, serving content fast enough is now paramount to your content being consumed.
To reach more people who use voice search, rethink how your content is delivered and avoid pages that have content consisting largely of links or huge tables of data. Tables are still useful for organizing your content, but it may help to discuss the contents of the table so that makes more sense to the user. Then use the table as a visual device for underscoring the same information.
The switch to Mobile-first content means that search bots crawl, index, and then rank sites based on how poor -well each site works on a smartphone or mobile device. Sites that aren’t optimized for mobile, those that aren’t AMP ready or created with responsive design, don’t provide a good smartphone or tablet user experience, now receive dropped rankings in the SERPs. Also ideal for mobile users, you can easily share your website’s content through Google Posts.
“Really kind of focus more on trying to make it so that Google and other search engines can understand the context of information a lot better and to make sure that your content is written in a way that can be read aloud. Which I think is a general guidance anyway.”
“If you write naturally and you write in a clear kind of language that’s consistent across the type of queries you want to target then that’s the type of information that we could pick up for voice as well.” – John Mueller of Google
7. Provide Rich Local Content
Local Search Engine Optimization can win your business an edge over the national competition by reducing competition to only your own geographic locality. To achieve this, incorporate local-specific content on your website. Start armed with a better idea of pre-determined buyer persona lists and then work backward to clarify the locations with the highest density of a given persona.
Leverage storytelling about happenings in your local community and coverage from local news organizations as it relates to your business niche. If your company won a local award, is involved in community events or local event sponsorships, talk about it. You can build strong, “meaningful” community ties in your content statements that new algorithms for local search marketing might reward.
Take video clips at local events and include them in your content marketing; video is being hailed as the future of content. Add unique images that support the topic and adhere to image guidelines.
Statistics on Content Marketing Strategies B2B vs B2C
An October 1, 2017 article titled 13 Experts Share How to Build a Well-Run Content Team puts some real numbers behind why a fine-tuned content marketing plan is so important. It reveals that “Content marketing costs 62% less than traditional marketing yet produces almost three times as many leads. It’s easy to see why 89% of B2B marketers use content marketing as part of their strategies. However, executing an effective content marketing program is no simple task.”
Of the B2B Marketers surveyed, 4% say that they have no plan in place to gain a digital marketing plan. 17% revealed that they will have one in place within 12 months.
How to Partner with a Content Auditor / SEO Expert
A strong team effort will always multiply your rewards. As what is needed to strengthen your content comes to light, you will find that there are things you can do to support the following forms of content that users love.
The scope of content marketing includes (not exhaustive):
- Blog posts on your site
- Press releases
- Video marketing
- Guest blogging
- Downloadable documents
- Social media
A good content and SEO audit will reveal where you can improve.
“Your audience doesn’t care about your products and services. They care about themselves. That’s why content marketers who want results must make their audience – not their brand – the hero of every story. Yet the pressure to promote brand and products can seem relentless.” – Content Marketing Institute
The task of your website is to provide valuable content that does the following:
- Gets found
- Builds trust
- Goes Viral
Content that Gets Found:
Provide a structured approach to your content so that it can get found. Bottom-line, highly-driven companies are moving mega-bucks from traditional forms of media to content marketing initiatives for the clear reason that it engages mobile buyers to drive both sales and profitability. If no one is looking for it or no one can find it, even fantastically written articles just sit there and go unread.
People’s browsing habits change and require a fresh content distribution approach. Businesses that have not yet undertaken or delay staying current with consumer trends risk falling behind. Today, spreading out your content to new platforms instead of just on your website is part of a content marketing plan. After creating your new pages and posts, be prepared to invest as much time and resources to deliver notice of that content to prospective audiences.
Successful content begins and ends with a customer-centric approach that gives people a seamless experience on whichever platform they choose.
Julie Hoffmann shares how important understanding your customers is to your marketing campaign’s success. In her April 18, 2017, Programmatic Advertising Wins Big Through Personalization post**, she quotes a Rapt Media survey that reports that “63% of consumers say they would think more positively about a brand if it gave them content that was more valuable, interesting, or relevant”.
Your potential customers want simple and personalized shopping experiences across every communication with your company. But generating content that provides a consistent customer experience is daily a greater challenge. Personalized content marketing can be achieved through the power of data that helps digital marketers to orchestrate unified campaigns, online and offline messages, and deliver a consistent brand promise at each touchpoint.
Know your audience by identifying the most popular questions asked about your product, services, or any other queries relating to your business niche that you have great answers for. After identifying a minimum of 10 key customer-related questions, next conduct the necessary research to identify those that no one on search is already directly answering (these are the search queries that pull highly visible answer boxes content from websites). This lets you determine who is featured in the answer boxes and gauge if you can offer a better answer by optimizing your content and gain that visibility!
Great content is content that is recognized by both potential consumers and search engine robots. Having SEO-optimized content is a key element of every winning content marketing strategy. It leads you into new customer markets, connecting your content to the exact person who is searching using search query phrases that relate to your industry.
Content that Builds Trust:
Congruence builds trust. If you optimize a landing page, be sure that it aligns with your social messages and paid search ads, and landing pages. You need to have on-page elements that work to build trust, particularly on your homepage. On product pages, include product awards, clients testimonials, and descriptive product details that are easy for visitors to see.
* If a site visitor comes after clicking on a PPC ad phone number, but when they arrive on the landing page it links to, that doesn’t match the phone number on the top of that page.
* The price in an advertisement’s title doesn’t match the website’s title on page pricing exactly. If it says $7.95 in the advertisement and then $8.50 is what it costs once on the page, that may cause confusion or frustration. Don’t risk a content mismatch that leaves them with a greater likelihood of checking elsewhere and instead of the adding work of needing to ask which price is correct.
* It’s confusing if the ad’s call-to-action (CTA) is “order today”, but the page they land on has links to click on everywhere and offers up a “Free Sample ” instead of the expected “Order Now’ option to match the ad. The potential customer may quickly leave because the number of options presented is overwhelming or the mismatch dispels trust.
Your content strategy should work hard to remove any possible friction in the customer experience. Smartphones have created a new era of higher consumer expectations. Your content needs to load quickly on mobile and reach them anywhere in on-the-go moments. Tons of websites have great content they few ever read because they leave before it ever loads.
“As technology changes, so do consumer expectations. Customers today are impatient and their standards are unforgiving. Increasingly, consumers expect brands to intuitively know what they need, when they need it, and deliver it instantly.” Dennis Maloney on Think with Google
Content that Informs:
Content that is profitable is educative and answers the value expectation of the one reading it. The Knowledge Graph is, in brief, a visible search results page where viewers can immediately see if your site offers the information that they are seeking. It typically shortens search time, presents accurate, concise, and trusted information that Google pulls out in order to contextualize specific search results for users. We help our clients make the most of it.
Information that is valuable to the reader is seldom too long. However, if you incorporate too many promotional marketing elements to gain that length, it thereby makes that page look more like an advertisement. Even your long-form information content can be visible through a Google Post that currently shows up in the bottom half of the KG with the most relevant data that matches the person’s search phrase.
There is a false assumption that readers bore with long pages. User testing proves that you need to ensure that your content length is sufficient. The real content problem child is insufficient, irrelevant content that misses user intent.
Before publishing new content, research your competition and plan to outperform them in terms of how comprehensively you cover your topic as it relates to your niche audience. It is less about the number of words and more about relevancy and proving that you are the topic expert.
For example, if you search a famous person or brand by name, search engines can draw up your content to come up with quick answers, pictures, rich product pages, and other information. If your content is unique, well presented, and without erroneous technical mistakes, it becomes easier for search engines to associate your site to the user’s intent behind a search query.
“Content marketing gives you a way to build a subscribed audience, which is what differentiates content marketing from other forms of marketing. The intent of content marketing is to offer valuable information so people want to hear from you … so they sign up to receive your content.” – Lisa Murton Beets, CMI Research
Content with Solutions:
People are saturated with messages and tired of too many sales pitches. Provide the best content for the user. Make it rich with answers and solutions to their problems. Users have many choices and want evidence that you have the best solutions. If you do – and are mobile optimized to show it – this can trigger maximum conversion. Controlling and improving the flow of your mobile page content can keep your viewers on-site long enough to read through to the solution that you provide while actually help your SEO.
One source for this type of content is client reviews or comments. User-generated content is powerful because it touches people’s inherent desire to be heard and make a contribution. A happy client who is willing to talk about how your product resolved an issue can provide another person with the confidence to make a purchasing decision.
Are you trying to reach young professionals with an interest in relaxing and enjoying their next vacation (travel niche)?
Are you seeking to gain an audience with aging adults who are searching online for an ideal home to buy for retirement (real estate niche)?
Are you attempting to get found online for providing pediatric heart surgeries (medical niche)?
To create the right content to reach them, know their pain points, what questions they ask, and how to provide solutions that they can find.
Google may determine freshness to rank your content. As someone starts reading a page, they want to know if the content they are reading is still relevant. For example, if your business no longer offers residential remodeling, and now only provides commercial renovations, your home page content should reflect that upfront. If you no longer sell purple crew-neck T-shirts, why keep them on your top-selling products page? Changes made in core areas of a page will signal freshness differently than changes made in less important content. Updating the content links in your sidebar, or footer’s copy, likely won’t be considered as a signal of freshness content.
A history and domain authority score get attached to every website. What you say in your content is a huge part of your business’s reputation. Google may determine exactly which queries require fresh content by monitoring the web and their own huge storehouse of big data, including “latest review ratings,” event times, pricing changes, product announcements, new positions open, current trends, etc. The nature of such content topics needs continually refreshing.
Keep the purpose of each page clear. For example, a page written about “How SEO is evolving”, “What’s Changing in Medical Technology, or “How the Olympics have Reshaped Over the Last 20 Years”, in these cases, having a well-aged document may actually help you. For this type of content, if you update a page’s content, don’t deviate too much from the original context to avoid losing equity from your pre-existing links or rankings. If it drops out of Google’s index, it’s tough for your content to get found.
Cyrus Shepherd’s 10 Illustrations of How Fresh Content May Influence Google Rankings article leads to a discussion that the “freshness factor” may be a reason why Wikipedia is so highly trusted as a go-to content source.
“They have one URL per topic that never changes. But the content on that page is updated regularly.” For example:
A news magazine continually generates new pages on the latest newsworthy topics and may drop or achieve old news.
In contrast, Wikipedia has one page with all the documented information.
Therefore, if a person is researching information about “England’s Monarchy” in general, from search bots’ point of view, they are more likely to match the search query to content on a page with all the information, than an article that only talks about one facet of the topic. When I enter that search query Wikipedia has the top 3 positions in SERPs and is in zero position of Google’s article carousel. Every image needs only one click to take people directly to the correlated content.
Relationally Nurturing Content:
Unlike other digital marketing techniques, content marketing needn’t empty your pockets if you focus more on what nurtures the reader. Perhaps, it is the most cost-effective of all digital marketing techniques to build relationships. The value of this digital marketing effort compounds over time. In a few years’ time, the results of return might quadruple. Indeed, this type of “flipped” digital marketing has proven to be the safest digital marketing technique. Hence, brands that invest in this digital view at the earliest possible time end up observing better results. The uniqueness of this emerging digital marketing technique is that it can be incorporated into your overall digital marketing effort regardless of your evolving objectives.
After gleaning content performance data that shapes your buyer personas, you can follow up with the right content that nurtures this budding client relationship. For example, if articles intended to be further along in a customer’s purchasing journey perform poorly, by researching other facets of your audience, you will know how to add and answer additional questions that your buyers are asking. Avoid stalling progress seeking perfection. Keep the conversation moving forward. They need content when their interest is peaked. Endless researching defeats its purpose if not kept in balance with sending fresh content or actively marketing existing content. Weigh content delays that may end up producing missed opportunities to build strong relationships. Consumer attention spans are shorter than ever.
Truly effective content, reaches people when they need it, and solves pain points for your audience. It leads them toward a solution. It nurtures them through every step of the buyer’s path as they progress through your marketing and sales funnels.
Content without a direction contributes to why viewers don’t come or abandon your shopping cart. Compelling content works better for personalized search. It carries the right tone at the right stage of the purchasing journey.
Infosys*** reports that “over 78% of consumers will only engage offers if they have been personalized to their previous engagements with your brand”.
Marketers often come up short on prioritizing the consumer experience. While “82% believe they have a deep understanding of who they’re trying to reach. Yet over half of all consumers (56%) think brands could do a better job aligning with how they prefer to engage, according to Marketo.
Online shoppers are weary and wary of ‘one size fits all’ marketing messages and typically regard them as spam. If they provide you with their information, they expect brands to reach them with solutions and more often feel “connected” with brands that achieve this. It’s surprising to me that when there is revenue to be gained right here, many businesses continue with the busyness of their more familiar processes and totally miss the chance to be the provider that delivers the exceptional experiences that customers are demanding.
Content that Converts:
Your call to action is your opportunity to convert your reader towards becoming a client. A number of things are effective, such as a request for more information, a form to schedule a consultation, or download a free report. Each pages’ call to action needs to be relevant to the page it is on and be useful to the reader.
Create content around data and research valuable to your audience. Try to win featured snippets that grab mobile user’s attention.
Not targeting the right people is a common reason why we see curated content that misses the mark. Most often it is because someone assumes that they know who their customers are and the questions they are asking. Anyone can develop a buyer persona based on assumptions. However, too often those personas if not backed up by real data head into risks of targeting the wrong people. Confidently know who you’re targeting, the triggers that inspire them to convert, and whether or not they’re the ideal customers for your company.
Consider the practice of “Content Gating”. Content gating intends to increase site conversions. Readers may be cautious if faced with the continual need to leave their contact information in order to gain something. Relevant content material that is suitable for your niche audience works to grow your list by keeping a small and select portion of your content for subscribers only. This encourages your readers to join your email blasts or to request notice of new content that publish.
Answer boxes are rich-featured snippets of highly converting content. They were first introduced by Google in 2012 and intend to provide better mobile-rich content. They are able to recognize related content to search queries that provide steps, facts about people, places, and things – and how all these entities are related to one another. Your business can leverage these new opportunities for businesses to optimize their content for this feature. Given the ever-improving localized results that can serve up your content without even going to your site reduce the pressure to have your content ranking on page one.
Google doesn’t show all your pages in search results. They are known as omitted results. Seldom does anyone ever see them. You will not have “converting content” if it doesn’t even show up.
5 Content Types that Generate Links:
Steve Rayson summarized what works to draw backlinks in his Nov 1, 2016 The Magical Content that Gets Links and Shares – New Research** post.
- Authoritative content with answers
- Strong opinion posts
- Content that provides original research
- Content that leverages a trending topic + has practical insights
- Authoritative news content on new products
This research gives you key glimpses into what works and tactics that are quite often overlooked by companies. These are the gems can make a difference in creating more effective content. BuzzSumo find that “even if you are the third or fourth best answer, your content is likely to attract both shares and links”.
Evergreen Content Goes Viral
We all love when we find excellence, something that really strikes us. Others come back to superior content over and over, making this a big part of what encompasses a well-optimized website. While your initial marketing campaign goes viral and being widely shared, nurture those relationships so that users want to visit your site again and again.
Consider the Red Bull Flugtag, many continue to search for videos of the event when looking for a good chuckle. The quality of the experience offered creates a constant flow of traffic and is therefore evergreen in that it continually builds brand image and recognition.
When curating blog content on your company website, create an informative, fun, or rich and fresh piece of content; this will increase your chances of it going viral. Don’t worry if it doesn’t go viral among the universal public as a funny video does; it is even better if it can go viral within a specific demographic. When this demographic is your targeted customers, which is most likely as the content counts to their interests, you have really achieved success.
When a knowledge-sharing piece gains authority like this, typically it gains publicity and wide recognition, thus becoming your “evergreen viral content”. Take a data science approach to your content curation and how its organized to help users easily find it.
12 Questions to Answer to Improve Web Content:
Your skilled digital marketing team can evaluate what makes your website unique, valuable, or compelling.
1. Do I need AMP site-wide to serve up my content faster?
2. Is my content discoverable for user’s demanding an superior mobile experience (responsive, separate site, etc.)?
3. Does this web page provide a comprehensive enough description of the topic?
4. Have I addressed the most frequently asked questions?
5. Are my solutions clear enough for a reader to have a takeaway action?
6. Did I provide facts, statistics, or testimonials to back up my message?
7. Can the reader see the value or benefits of taking the action I suggest?
8. Is the reader provided with clear enough instructions to follow through?
9. Did I provide support material if my readers want additional information?
10. If they need my help or services, do they know what that would look like?
11. Is the content I am creating and distributing for my customers any different than anything else out there?
12. Why should my customers care to read my stuff?
It’s about creating the minimum amount of content with the maximum amount of behavior change in our customers. Every business owner needs to make sure that they have talent onboard that creates usable content for mobile users. One person can never accomplish it all; consider that Kristina Halvorson, a Twin Cities content guru, discusses definitions of content strategy. When asked the question, “Our content is all over the place. Where should we start?”, we love her answer, “Leave content chaos behind with customer-centered, future-proof strategy”.
Before ever hitting that publish button, under your website’s UX taxonomy and content modeling.
“Find someone who pays meticulous attention to detail, is highly organized, can work to a deadline, and is a good copywriter – so the editor can improve upon (rather than destroy) the work of your other writers. Large egos and editing don’t go together well.” – Aaron Agius
Why is a Content Audit Important?
Google’s algorithms now update continually meaning that we may never fully understand them, but the Search Giant’s stance on fresh content is logical. Imagine a user conducting a digital search, and a result says: ‘April 2011.’ Why would they click on it, right? A Retailer’s content audit can double with an examination of your e-Commerce schema markup.
Your Google Analytic data will reveal if the Click Through Rate on your older content is way lower than on new content. Google certainly recognizes that. You should too. It is going to be more willing to serve up your content again if past users navigated to that page and show interactions. Examined the keywords on your pages that have a higher bounce rate and try to make that content more relevant to that pages’ theme. Carefully read your SEO reports to see how your revised content makes a difference.
It’s worth acknowledging too, that you’ll actually rank higher if people click on your on-page content instead of search engine results page. A key content strategy is to recognize when ‘historical’ content is of value and where ‘new’ content is critical. A full content audit should be conducted first to decipher which outdated content to recycle and which need updating to climb up in coveted SEO positions.
A content audit is the foundation of content strategy, which manages content marketing. The aim is to perform a qualitative analysis that summarizes the state of all the content on a website (or online). Google Now has become a live cloud repository for answers; writing content is one thing, getting that content found in featured snippets’ zero position is quite another. If you’re a retail site, your e-Commerce pages should solve user problems.
First and foremost, an audit evaluates if your digital content is relevant, both to customer wants and your organization’s goals that align with your business plan. It can help answer important questions: Is content accurate and consistent? Does it speak in a tone embraced by the customer and in the voice of the business? Is it optimized for search? Is your staff sufficiently trained? Are tools and software, such as the content management system (CMS) up to the task of handling it?
Don’t just push out more content for the sake of it; you may be simply diluting your site’s crawl budget. This could potentially push your priority content lower in SERPs. A position “0” spot or a top listing in earned search results receives 33 percent of the traffic, in contrast to 18 percent for the second position, and the traffic quickly diminishes from there:
A site that ranks in the first position on Google can bring in 33% of the total traffic for a search term, drops to 18% for the second position, and as low as 2.4% for the bottom of the first page.
Your Content Audit that helps assess needs, shape content governance, and help determine the feasibility of future projects. It also checks if any essential schema markup types are missing.
Schedule a Full Content Audit and Analysis
A content audit is the foundation of content strategy, which manages content marketing. The aim is to perform a qualitative analysis that summarizes the state of all the content on a website (or online). In particular, see if your content is prepared for mobile advertising.
Google is much smarter at avoiding websites with duplicate content and scraped content issues. If your business has hired much of its content publishing, this may well be a problem.
Your Content Audit that helps assess needs, shape content governance, and help determine the feasibility of future projects.
Hill Web Marketing’s SEO agency services as a Content Creation Manager
If you are wondering how to partner with Hill Web Marketing, we welcome a conversation. Modern content marketing and search engine optimization (SEO) are both vital components in today’s digital world, and function best within the same conversation. Typically, content created and promoted will help the reader in some way. It brings a unified digital marketing plan to you right out of the box. The scalable way for your business to be found online in the right place at the right time is to marry SEO and content marketing. If you have been approaching them in completely separate silos, it is time to retool your digital strategy.
Our expert SEO service can help get your published content more visible on Google Maps, customized on your Google Assistant Directory page, schema enhanced for better chances to show up in featured snippets, and indexed more quickly with all major search engines.
Based on your content audits, the outcome of further research, and your identified goals, we will craft an Effective SEO Content Action Plan to prioritize and plan out your writing efforts based on value, complexity, resources, budget, and competition. One of our essential strategic services is the Content Theme Strategy (CTS), which creates the foundation for a natural process in your content/site development process.
Just creating more content is not the answer. You also have to learn how to amplify your content reach, make it niche-specific, mobile-friendly and develop an engagement SEO framework for increased ROI.
A successful mobile content strategy yields many bonuses, but one of the more tantalizing dividends is the chance of significant organic search traffic increases that produces a continuous flow of leads. Remember, when we say organic we’re referring to visitors to your site that arrived by typing or voice-activated searches, find your business in search results, clicking through to your website, and liking what they find enough to call or connect somehow.
If your business is in a niche with tight competition, part of a retailers’ content solutions is the ability to drive better transactions with smarter content.
If you are too busy running your company and your staff is prioritizing other tasks, it is better to outsource your content creation than to leave it undone. It takes additional time and skill to integrate it with your social media marketing strategies. Crafting fresh content can include a mix: you can borrow and attribute content from other sites to reinforce your content’s purpose and provide added value to your audience. Or you can repurpose and update content you previously published. But overall, your own original, consistent, and fresh content will influence followers, make your SEO more effective, and page rankings.
Technical challenges can reduce user engagement, so get a Technical SEO Audit done and remove any such barriers to profitable content consumption. For complex projects, you need someone with technical skills; web content production is vastly streamlined when you have a developer who keeps you free of back-end tangles.
The more you are consistent and present with your audience, the better off you’ll be. You can outsource your content writing and still own your process and strategy. Today it is about getting your business details into Knowledge Graphs and winning featured snippets.
Order your content audit today!
Your full content audit and analysis by Hill Web will assess user needs, your current content, shape content governance, and help determine the feasibility of future content curation projects. Also, your key content should be reflected in your Google Business Listing; we can optimize it for you. Call Hill Web Creations at 651-206-24510 for an accurate quote. Our content audits generally start at 1,800 (expires July 31, 2021).
Call us at 651-206-2410 and ask for your business’s personalized answer as to how to create an evergreen content marketing mobile strategy to reach ideal clients that convert. If you’re searching for SEO Management services that actually work hard for you, you’ll love Hill Web’s Content Marketing SEO Services!
If you are confident that your traditional content marketing is in place, ask for a Advanced Schema Content Audit