Creating content is just the first step. To achieve engagement, you need promotion. Get your content noticed with our top tips.
GET YOUR CONTENT NOTICED WITH – ORGANIC
There are a number of things you can do to improve the natural visibility of your content – that is, the likelihood of your post appearing when your target audience enters a relevant search query into Google.
On Page SEO
We have previously highlighted the importance of writing for customers and Google when it comes to digital content. This is because Google bots and prospective clients look for very different things.
A basic on page SEO checklist is as follows:
• Complete your meta title (less than 60 characters) and meta description (less than 160 characters) – these should both contain your focus keyword (e.g. ‘Content Promotion’) and at least one call to action (e.g. ‘Read More’)
• Set your image alt tags, which should include your focus keyword and a description of your image (e.g. ‘Content Promotion Loudspeaker’)
• Include HTML5 semantic elements in your blog copy (e.g. use <article> to start a post and </article> to close it. <h1> <h2> and <h3> tags are also helpful for Google)
• Include your focus keyword through your body copy and headings. This might be a simple (and likely competitive word/phrase) or a more complex (and probably more niche) long tail search query (e.g. how can I make my content work harder)
When it comes to social promotion, it is all about knowing where, when and how to engage with your target audience:
• Use relevant hashtags to be a part of the wider discussion (e.g. #contentpromotion)
• Post at popular times (usually the morning commute, daily lunch break and leisurely evening)
• Focus your attention on relevant platforms – B2B? LinkedIn. Highly visual? Instagram.
• Some may see Google+ as a waste of time, but many SEO experts believe that keeping an up to date Google+ profile, filled to the brim with your latest content, can help your organic visibility.
GET YOUR CONTENT NOTICED WITH – PAID
Google Adwords is a little like navigating the stock market – it constantly requires a trade off between cost, competition and potential. Wherever you draw that line of what is and isn’t worth competing for is up to you. For instance ‘content’ is likely to be a competitive and costly search term to bid for. However if we choose to target a more niche search query, such as, ‘increase content ROI’ – we might have a better chance of success, despite decreased search volume. Either way, doing your homework on this one is certainly worthwhile.
Ever since Facebook took over Instagram it has been a social advertising gift – as Facebook ads can now easily appear on Instagram too. Social media advertising can be a highly cost-effective way of reaching a very targeted audience.
The main things to think of are:
• What is the aim of your campaign – Awareness? Revenue? Profit? Conversion?
• Be clear on your calls-to-action – what are you asking customers/prospects to do?
• Think visually – in a highly flooded feed, you need to give prospects reason to stop in their scrolling tracks. What catches your eye on social? Take a closer look at the messaging and visual experience that grabs your attention. How can you apply this to your campaign?
GET YOUR CONTENT NOTICED WITH – LOCAL
Ensure that your business has registered its Google My Business account to enhance its search presence, and the information that it gives your customers and prospects. Once you have done this, you can tap into one of Google’s latest and most exciting tools – Google Posts – to share your content.
Google Posts allows businesses to share selected content with a call to action – directly in Google’s search results. This huge development is just one of the latest ways in which you can make the most of your content and stay ahead of the curve. For more expert advice on how to maximise your content ROI, contact us today.