Post blog content
Blogs have been the cornerstone of successful content marketing campaigns for more than a decade, and they continue to offer incredible value and ROI for brands at a time when evergreen content is taking on greater importance in strategies and campaigns.
Content is evergreen when it is able to drive traffic and leads long after its initial publication date. This content needs to be useful and relevant, so consider guides, how-tos and any other materials that will stand the test of time.
Google looks very favourably on content that showcases expertise, authoritativeness and trustworthiness. Mixing these factors in and popping back in a few months to update and add more useful info can really boost its standing in SERPs and your own ROI.
Be consistent
Google’s algorithm also rewards consistency. If you can publish high-quality, relevant content at regular intervals, you will reap the benefits in search rankings while building up a loyal following of readers and potential customers.
A recent study found that the majority of companies are outsourcing at least one content marketing activity to agencies, and ‘creation’ is the most popular, so consider working with a third party if you want to establish a steady conveyor belt of engaging content for your audiences.
Find new topics
You can give agencies a helping hand by selecting a few topics or titles that they can use to support a campaign over a number of weeks or months. Random topics are not recommended. Instead, look at your audience’s interests and needs to shape your content schedule.
Update your website
User experience (UX) can play an important role in how content is conveyed to visitors and consumed by them. Backing up an excellent marketing campaign with an optimised website can really make the difference as Google and readers prefer polished content hubs.
You may not even require a significant overhaul. Just make sure that page load and site speeds hit the baseline for a pleasurable experience (no more than a few seconds), and try to limit the number of ads and interstitials. Making pages easier to navigate is also a good idea.
