Unlocking content creation for your website: how to create content for a successful digital marketing campaign
By Rolando F. (Digital Strategy Director, Cheil Singapore RHQ)
Creating powerful content is a cornerstone of any successful digital marketing campaign.
But where do you even begin?
From selecting the right topics to optimizing the content with the right keywords for search engines to attract new audience and keep the existing ones engaged, we have compiled an easy guide for the journey.
1. Know what the audience is searching for – find the right keywords
First course of action for selecting a compelling topic is to investigate what your audience is looking for. In Google search, this is measured through ‘Keyword search volume’. Keyword search volume reveals how many times a certain keyword is searched for in a defined timeframe.
Below are some of the tools you can use to understand the search volume trends:
Researching the keyword search volume helps you estimate its impact on your website, which is translated into web traffic and conversion rates.
There are other variables to consider when estimating the amount of web traffic a keyword can bring – the critical variables however are your website’s rank for your target keywords and your website’s click through rates in search.??
2. Understand SEO on and off-page strategy - rank higher in search results for target keywords
On-page strategy: On-page SEO strategy entails enhancing your website’s copies or content by naturally integrating the target keywords. You can insert your keywords within the website meta title, meta description, content headings, paragraphs, image alt text and descriptions.
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Some tools you can use to measure the status of your/competitors’ on-page strategy include the following:
Once keywords are integrated, you have to measure the keyword density and prominence for proper optimization. Measuring keyword density and prominence is critical as Google may penalize websites that excessively insert keywords within the content just to manipulate rankings in search results.
Off-page SEO strategy: Off-page strategy involves leveraging activities that happen outside of your website to boost your website’s rankings. Back linking is an off-page strategy where you attract other websites to link back to your page.
While there are multiple ways to get backlinks to your website pages or content, the most impactful way is to create content that is Expert, Authoritative and Trustworthy (EAT). High quality websites are more likely to link to your content naturally if it meets the EAT criteria.?
3. Drive the audience to your website from search engine results - maximize click through rates (CTR)
While integrating your target keywords within meta title and meta description is one way of increasing clicks to align with search intent, inserting highly motivating call to actions (CTAs) will significantly help to increase clicks to your website.
For informational content: Consider CTAs such as “Learn More”, “Find Out More” or “Read More” to get customers to take the action
For transactional content: Consider CTAs such as “Shop Now”, “Buy Now”, “Limited Promotions” to get customers to click in search results
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Want more tips and tricks? Let us know and we can get the conversation started.