With the recent updates to Google's algorithm, Panda and Penguin, a lot of SEOs have changed the way they market their services to accommodate the "name and shame" of low quality links. Content marketing has become a buzz word in the online space and premium content is being used as the bait to attract the much needed link love that SEO professionals are always searching for. This has seen the role of an SEO practitioner evolve to incorporate the arts of content strategy.
In avoiding the building of mass-produced links and poor quality content, spun articles and the endless ways in which links have previously been "built" could very well no longer hold the ground they previously owned. It's quite simple, really. Original, well written content that people naturally want to read and share is what's going to win the fight in the end.
How Are SEOs Adapting to the New Role?
SEOs are constantly searching for new ways to build links, so adapting to an entirely new angle that focusses on attracting links could prove difficult. What will make it easier, is understanding the full role of content marketing, its intricacies and how it applies to the end goal - making clients happy. Content marketing is not just about writing something that people want to read and share, which in turn attracts a vast number of links that will meet KPIs. It begins with a campaign, which is built from a strategy, which is born from a range of business objectives.
Let's Go Back to the Beginning
Before that strategy can be defined, the business objectives of your client need to be underlined. What are their goals and how can these be met with a content marketing strategy?
A comprehensive content marketing strategy will involve doing research into the target market groups and determining what they want, how they want it and where they'll go to get it. By finding a navigable path that your target market tends to tread, it makes it easier to find a place along that route where you can catch their attention.
How you catch their attention is dependent on your content marketing, which doesn't only involve the written word. Think imagery, think videos and interactive content, think a multitude of blogs and display advertising. Once you've nailed down the types of content you aim to use, you'll need to find the appropriate spaces in which to use them. Facebook, Twitter? Guest blogs or news sites? It's important that you incorporate this into your strategy and align it with the first and foremost point - the business objectives.
Reporting and Analysis
Once you've lined up all the pieces of the strategy, it's important to set tangible goals in analytics to measure your success or failure. Adapting your strategy in line with your reports can help you find the best combination of location, content, target market etc that encourages the largest percentage of readership and shares... which in turn encourages those much adored links, which is why you were here in the first place.
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