Content Marketing Tactics That Will Skyrocket Your Organic Search Traffic
Today, just building a website is not enough to rank high and boost your traffic. According to The Manifest, 99 percent of businesses are already investing in certain forms of digital marketing, be it social media, their websites, email marketing or SEO.
In other words, the digital landscape is becoming increasingly competitive, making it more difficult for you to get yourself noticed by the right audiences.
This is where content marketing steps in, as the major differentiator, helping you stick out in the sea of similar brands. With its help, you will not only boost your rankings, but also generate more relevant traffic to your website and convert those visitors into sales.
Here is how to do so.
Have a Solid Strategy and Test Everything You Do
When I was entering the world of blogging a while ago, I thought that having a good idea was enough for me to succeed. Unfortunately, it was not that easy. To get the most out of your content marketing strategy and drive traffic to your website, you first need to have a solid plan to back you up.
Have an editorial calendar
The key to your content marketing success lies in consistency. This is exactly why you need to have a detailed editorial calendar. The main goal of your content calendar is to plan your entire content marketing activity (from keyword research to content promotion) and stay on track when things become too overwhelming.
When building your editorial calendar, you will need to focus on your audiences’ preferences, the form of content you want to create, and your goals. The idea is to create a realistic, monthly plan that helps you provide a steady flow of content and boost traffic.
Assess your results
Creating your content and cross-promoting it is just half the job done. The other half is, of course, measuring the impact of your content campaign on your search traffic. If you’ve poured your heart into creating spectacular pieces of content, but your traffic is still poor, it’s time to look at your headlines, website performance and design, keyword rankings, mobile-friendliness, audience engagement, and other factors.
Sure, to measure the effectiveness of your content strategy, you first need to determine clear goals of your strategy and contextualize it by setting the right time frame.
Some of the most important content marketing KPIs you should track are your organic traffic, SERP rankings, time spent on site, returning visitors, social sharing and pages per session. These are just some of the numerous factors that impact your overall online authority and user experiences and, as such, can affect your organic traffic.
These are all KPIs you can monitor via Google Analytics. Some additional tools you could add to your stack are Buffer that analyzes social media posts or Scoop.it that measures your views, shares, and comments daily. Sure, you can use digital marketing reporting tools that can amalgamate different analytics platforms and metrics on a single handy dashboard.
Write Persuasive Headlines that Grab Attention
Google any industry-related topic that crosses your mind and you will see that there is a sea of content discussing it from different viewpoints.
Your goal is to set yourself apart from competitor content and inspire users to click on your link.
This is where your title plays an immensely important role, as it is the first thing a user will see when conducting their research.
So, what kind of titles resonate with your audiences?
First, they need to be informative and tell them what they can expect to see once they land on your page.
Second, they need to be persuasive. They need to grab a user’s attention and get them to think that this is exactly what they were searching for.
For example, if you’re a startup struggling with poor traffic, would you rather click on a headline “How to Improve Website Traffic” or on “9 Powerful Tactics for Boosting Organic Traffic Fast.” You’d choose the latter one, I guess. And, the reason for that is logical -- it gains your trust, informs you and convinces you to click for more.
Precisely because of that, you should focus on targeting emotional keywords that resonate with a searcher and subtly mirror what they desire.
- Use specific data, facts, and stats in your headlines, as in This is how content marketing helped me boost website traffic by 50 percent.
- Use odd numbers, as they seem more authentic and are easier to digest. Preferably, you would use numerals like “9” instead of words “nine.”
- Use unique rationales to give users a reason to click on your post. These could be keywords like tips, lessons, ideas, ways, reasons, etc.
- Use simple keywords instead of industry jargon.
- Powerful words that trigger emotions are also traffic boosters. These could be words like spectacular, triumph, daring, conquer, etc.
- Addressing readers with “you” may also build stronger relationships with them and boost clicks.
Drive Traffic through Guest Posts
Even though people in the digital marketing industry usually associate guest blogging with link building and higher rankings, this technique goes far beyond that. This is one of the most powerful ways to grab people’s attention and position yourself as a highly authoritative online resource.
Sure, to do so, you need to mind where you’re publishing your guest articles. You need to assess each guest blogging opportunity. Observe their rankings, website traffic, and domain authority. How quality is the content they post? Is the content truly helpful or packed with fluff and spammy anchors? Do they target the same audiences and are they in the niche relevant to you? What about the overall appeal of the website? Are all design and content elements consistent and spam-free?
Once you find the authoritative website you would like to contribute to, you need to give them a good reason to publish your article. Research what content forms resonate with their audiences and what language and tone of voice they use. Similar to your website content, each guest article you write needs to be packed with helpful tips people could use in real-life.
Diversify your Content Strategy
Yes, traditional articles on your blog are the core of your content strategy. They are one of the most effective ways to deliver value to your readers consistently. A long-form article packed with valuable statistics, the latest industry data, and valuable resources will help you prove that you know what you’re talking about and inspire your readers to come back to you over and over again. Such valuable articles are easier to promote and usually receive loads of likes, shares, and backlinks.
Still, to maximize your content creation efforts and drive more traffic, you need to experiment with the types of content.
Search Engine Journal recently did a comprehensive study and found that written content is still the most popular one. According to over 40 percent of respondents, it drives most of the website traffic. Apart from writing articles, you could also produce:
- Ultimate guides that offer actionable steps for your readers to take.
- Whitepapers that dissect the latest industry trends.
- Case studies where you can talk about your customers’ specific problems and how you helped them solve them.
- Detailed, long-form lists that pack lots of information and trends in an easy-to-digest way.
- Informative ebooks that prove your industry credibility and help you share your knowledge with the public. They are usually created in PDF, as a downloadable product that can serve as a powerful lead magnet.
- In-house research that is detailed, helpful and, above all, authentic.
The SEJ research study finds that almost 35 percent of marketers view video content as immensely powerful for boosting traffic. Video content like vlogs, webinars, interviews, or social media posts, are highly engaging, interactive, and easier to personalize. Some additional research shows that marketers using video get 41 percent more organic traffic than non-users. Video content provides immersive user experiences and helps them memorize lots of facts easier.
Finally, we should not forget about the importance of visual content. Infographics are, for example, super-powerful when it comes to packing a bunch of information in an easy-to-follow layout. As such, they usually gain massive social media shares and backlinks. Audio content formats like podcasts are also gaining lots of popularity because users can listen to them while on the go.
To boost your traffic through content marketing, you first need to understand your target audience. Get to know them -- their problems, challenges, interests, hobbies, backgrounds, etc. Based on that, adapt the above mentioned tips according to your specific content marketing goals. Once your content marketing is aligned with your company’s specific objectives, your traffic (and conversion rates) will grow, too.