Content marketing has been one of the cornerstones of successful online businesses for years. The problem, however, occurs when content marketers become disconnected from their actual objectives and, thus, fail to take the right view on the strategies that support the findability of good content. Your content marketing objectives must drive all of your content-creation strategies and tactics. If you’re not consciously driving your strategies and tactics, then you’re unintentionally setting yourself up for failure.
The best practices for content marketing are those that support finding new, engaging ways to generate website traffic and improve the discoverability of good content. In many cases, this means engaging in outbound links – the process by which users access other websites and then select them based on relevance. But how do you get these outbound links? Here are some best practices for content marketers:
Use internal and external linking to your advantage. Links can be used to boost your search engine rankings by ensuring that users who find your site are searching via the keywords that you’ve chosen. For example, consider the popularity of certain terms like “green tea” or “male enhancement.” These keywords have grown in demand over the past several years, so your site may benefit from internal and external linking to other sites that focus on these topics. Internal and external linking can also help to increase your search engine rankings by building organic links that connect users with related content.
Anchor text is the phrase used to describe a particular piece of information within your content. For example, if you were writing about “tips for increasing business revenue,” your anchor text would likely be “tips for increasing business revenue through optimizing your website.” Anchor texts are commonly associated with keyword searches, but they can also be used with internal links to other content, such as those that focus on keywords. It’s important to keep in mind that the phrases used in anchor texts should be relevant to your target audience.
Focus on your keywords and focus on your audience. In order for content marketing to be effective, you must know what your target audience wants to know and understand. If your target audience is male salespeople, but you’re writing about female salespeople, your content marketing efforts will fail. You need to understand who your readers are and use words and phrases that will appeal to them. Creating one-word tags and connections, as well as using the right keywords throughout your content, can help you to build links outbound from your own website, increase your rankings, and ultimately increase traffic to your website.
Building links outbound from your website is vital to your content marketing campaign, but it doesn’t end there. Because the content you create is ultimately about the user experience, you must focus on user experience optimization. Search engines want to see that you have made an effort to enhance the user experience, and this includes your outbound links. Using SEO and choosing the right keywords, as well as creating engaging articles and pages, will help you to ensure that search engine users will return to your site, increasing your chances of making sales.