Adopting the Content Marketing Approach

There has been an exemplary shift in the search industry. As competition for organic or paid keywords grows, the forms of digital content has been growing and multiplying to prosper. However, underneath these exponential changes, the tectonic plates are also shifting and everything that constitutes search engine optimization (SEO) is slowly becoming effective, risky and inappropriate. The SEO tactics that were employed has started showing cracks and the gap has been rising. This gaping hole is between the digital visibility and the different methods, tactics or business processes that is needed to achieve it.

The best SEO Company in India stated that those brands that acknowledges this change and evolved this approach, were able to comfortably fit with this new world and thereby emerge at the top of the search results. The different brands that face this challenge would actually perform better by focusing their attention to the different means and ends. The brands mean to utilize SEO as means to build relationships with customers and thereby drive sales. There are multiple ways that content can affect the business. There are other ways like the RSS, social media, blogs, web pages, guest posts, syndication, case studies, whitepapers, and PR, etc.

It is important to take an SEO approach on content and merge the same with content strategy, its publication and execution process. This sounds easy, so how do we proceed?

The first step is to know the keywords. Building a dynamic and flexible master keyword list that would define the strategic keywords that would help in marketing your business. These keywords need to be updated whenever there is need to address a new market.

It should be comprehensive and yet not limited to what is there. The content creator would develop the content that would shape the discussion and thereby generate newer ideas.

The next step is to check the current state and competitive position in the market. It is important to generate the list, get the baseline rankings of the page, and compare the same with a broad range of competitors available in the search engine results page. (SERPs). Once all the important keywords have been generated and competitors have been analyzed, it is time to generate ranking content for each phrase. Until now, we have been discussing the old tactics. The next step is to build a search informed content plan.

Once the keywords have been reviewed and prioritized, it is now time to map the keywords according to the content type and the distribution channel. This should be plotted as a rough schedule that would drive a keyword driven content plan. Now is the time to be creative, take each keyword, and turn them into a title, video or blog post the content accordingly. It is enough to write a content about the keywords only. It is important to make it more interesting especially for the audience. For this would generate an interest, link the content, drop a citation and thereby build popularity for the brand. However, for some attracting the users is simply not enough. It should be able to drive the users towards a desired action. This is the reason that the content be assigned a destination URL, as this would help in improving the traffic to conduct a desired business outcome. Whenever possible it is important to add a link in the final content using appropriate anchor texts.

Once all this has been understood, it is time to create and deploy content that would align with the larger keyword strategy. Each content should have an optimized title tag, strong meta-description, and optimized inbound links. Each content should cross linked and promoted in social media platforms. It is also important to include the same in the RSS feed.  The good thing about this approach is that content marketing would ensure that content is search aware and align directly with the business needs.