Where to start? All About Content Marketing

Content is KING! Content is KING!

I guess I’ll begin there, because that is one of the most used phrases in the digital world.

In 2012, Google announced Panda, an algorithm update that targets low or thin content pages. The update decreased rankings for sites with little to no content and increased rankings for sites that had great, robust content. Before this update you’d be able to manipulate content and stuff keywords into your content to help you rank better.

Good content has become the new ranking factor. If you want to beat out your competition, you’re going to have to write content for your users and not just to rank for keywords. The content should be engaging and serve a purpose, like answering a question to a problem or educating your customers on something important to them.

Here are some powerful ways to create content pieces designed to rank well in search engines, as well as tips to supercharge your current website content strategy.

Eradicate Duplicate Content

Duplicate content on your site or elsewhere on the internet can be negative and damage your business. Not only does it make it hard for Google to choose which page it should rank for certain keywords, but it will confuse your readers as well. If you have different pages on your site that look similar or are ranking for the same keywords, you need to consolidate those pages into one.

There are multiple tools to check for duplicate content, but our favorites are SiteLiner and Copyscape. Run your site through these to see where your site is having duplicate content issues.

Keyword Research

Keyword research is the backbone to any successful content campaign. There are multiple ways of doing great research. Let’s start with the tools we love:

There are billions of keywords out there, so what ones should you focus on for your content strategy? Focus on keywords you know you can rank for. Look at difficulty scores as well as search volume. Instead of going after broad terms like “pants” or “books,” try targeting niche terms like “long black pants” or “best books of 2017.” Use this to your advantage in your keyword research.

Recycling Content

Do you have a blog post that used to rank well and brought in a lot of traffic, but for unknown reasons isn’t anymore? One possible reason is that it is so old that when users see the date they don’t want to read it. It’s time to turn that old content into better, more relevant content for your site. Update it with the latest data and facts to make it more relevant to today, and then re-publish it with a new date.

Creating Quiz Content

Blog posts are great, but sometimes they can get boring. One great way to shake things up is to create an engaging quiz. Quizzes are a great way to build links as well have something that is shareable on social media.

When you create a quiz, we recommend using Qzzr as it’s extremely user friendly with features to help create conversions. At the end of the quiz, you can include offers to entice users to buy something, “Like” a Facebook page, or fill out a form.

Ranking Content

Now that you’ve seen all of these amazing ideas on how to create content, getting them ranking is the difficult part. Through our experience and research, we have found that link-building is the quickest way to get a new page to rank well. We found that getting at least 11 links to a page should help you get to the bottom of page 1. From there you should be able to see solid organic growth.

Follow this blog post as well as the other ones that will be following with the above topics more in-depth. We’ll be reviewing the above subjects including the benefits of content marketing in more depth, in the coming weeks.

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Ryan Skidmore
Digital Marketing Director
Ryan is a Digital Marketing Director at Big Leap. He is a master of quizzes and all things SEO.

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