Over the last five years, Google has changed the SEO landscape tremendously, but one aspect that has remained the same is content. Content helps to spur engagements, customer interactions, experiences, and ultimately conversions.
According to research done by Content Marketing Institute, only 41% of digital marketers think the brands and organisations that they work with have a clear understanding of what an effective content marketing program is. Studies have also showed that only 20% of B2C and 50% of B3B content succeeds in spurring engagement with the audience.
Based on these statistics, it is clear that many resources invested in content creation end up not delivering any tangible results to companies. Here are six ways to get smarter with your content and SEO.
1# Use the Right Content Formats
Which content format will best convey your message, reach more prospects and engage with them? This is the first question that you need to ask yourself before embarking on creating content. You stand a better of getting maximum results if you use several types of media or content formats instead of limiting yourself to just one. Test the impact that media such as SlideShare, embedded media, socially shareable images, and short video clips have to your Singapore digital marketing campaign to identify which one works best.
Using different formats will help you to convey the message in different ways but also appear in multiple search results such as Google Images.
2# Focus on Metrics that Align with your Business Goals
There are hundreds of metrics that you can use to gauge the performance of your content and effectiveness of your SEO strategies. However, not all these parameters are useful for your business – you should focus on only those that are aligned with your business goals.
The top metrics that you should focus on are:
- Site traffic
- Social shares
- Lead quality
- Time spent on site
- Conversion rates
3# Leverage Machine Learning
Machine learning has gained a massive popularity especially in the Singapore SEO and digital marketing world where data sets are very dynamic. This new technology will help you to identify certain patterns and trends in the data sets thereby helping you to understand the market, your clientele base, and competitor landscape better.
For example, a content automation system will report how each piece of content that you publish is performing in real time. It will also go an extra mile to give you recommendations on how to improve it.
Concisely, automation will revolutionise the manner in which you carry out routine tasks so that you can focus on other essential activities.
4# Strategic Content Optimisation
Strategic content optimisation should be one of the pillars of your content creation process. If well implemented, it will improve your brand’s visibility online, time on site, engagement, and conversions. Start implementing this strategy by optimising the meta descriptions, subheadings, images, and text. Establish a smart internal linking structure to improve user experience.
5# Distribute your Content across Multiple Channels
Two of the most common paid content promotion tactic is search engine marketing and social advertising. Distributing your content across multiple channels such as Pinterest, YouTube, Facebook, Twitter, Google+, and the rest will increase your reach.
Use your understanding of the target customers in each of the channels as well as trends to come up with content that best resonates with them. That is, you should not share the same post across all the channels; instead, optimize each based on the platform you intend to post it.
6# Use Paid Promotion and Syndication
Syndication and paid promotion will ensure that the content published on your site targets not only existing customers but also prospects that are currently outside your network. There are organic syndication opportunities as well as plenty of paid content syndication services such as Zemanta and Taboola that you can use to get maximum results from the content.
Get ahead of the competition by starting to apply these six smart tips in your Singapore online marketing campaigns. Be sure to monitor the results that you will get to know if you need to make any changes.