Content Marketing Should Be the Heart of Your Marketing
Table of Contents
1. What is Content Marketing?
2. Content Optimization
3. SEO Copywriting
4. Keywords
5. Landing Page / Squeeze Optimization and Copywriting
6. What is a Squeeze Page?
“Content is King” might be one of the most overused marketing cliches and yet…
So many businesses are still not placing enough emphasis on their content marketing strategy.
Content is the core of your marketing strategy.
Without a good content marketing strategy, you could be:
- Missing a lot of conversions in your ad campaigns
- Wasting marketing budget on the wrong audience
- Falling way behind your competitors who are creating quality content
- Losing out on valuable organic search engine traffic to your website
- Sending the wrong message to potential customers about why they should choose you
- Spending too much time and money in the wrong areas
As you can see, these are all very important components of most marketing strategies.
You cannot afford to ignore your content marketing strategy any longer.
So, let’s take a look at what you should be doing.
What is Content Marketing?
Let’s start with a solid understanding of what content marketing is.
Content marketing is strategically creating and distributing quality content to attract and engage with your ideal customer or buyer persona.
Content can come in various forms. This would include:
- Text content on your website pages
- Blog posts published on your website
- Social media posts
- Short and long-form videos
- Visual elements like infographics and slide decks
- Downloadable ebooks, whitepapers, and checklists
- Case studies and testimonials
- Competitive comparisons
- Email newsletters
- Sales support documents
- And project portfolios
Attracting, Connecting, Engaging, and Retaining Your Customers in the Present for the Future
A good content marketing strategy goes far beyond creating a website with some information about your company’s history, staff, and location. Anybody and everybody has a website. You need additional resources that will interest your customer base even when they aren’t looking to spend money on your products and services. At Neon Goldfish, we accomplish this through:
Ghostwriting
Chances are, you don’t have the time or experience to consistently create quality content for your content marketing strategy. Our ghostwriting services provide professional writers to create relevant content for your readers under your name and you get the credit for it.
Ebook Creation
Drafting informative, easy-to-access electronic guidebooks that readers can download to gain valuable knowledge and understanding about your services.
White Papers
Articles or reports that provide helpful information about your business’s mission, vision, philosophical or social positions, or products.
Landing Pages
A simple, opt-in way to collect customer contact information like an email address or phone number to get more information or an offer. An eBook would be an example of a landing page offer.
Content Optimization
You’ve invested in a great-looking website. You work hard to drive visitors to your website. Make sure your website content has an impact on the people coming to your website.
Content optimization is the process of making content on your website more attractive to search engines. The majority of web traffic is driven by Google, followed by Yahoo and MSN respectively.
Your website is only as good as the number of people looking at it.
Research shows more than 66% of all clicks go to the top three search engine results. Every new blog you post adds to the search engine’s indexes. You will rank higher in search queries as you increase the number of quality pages you have indexed.
Benefits of Content Optimization
Carefully crafting search engine optimized content can make a world of difference in your Search Engine Optimization (SEO.) Improving your website’s SEO will increase the traffic the site receives from search engines. That means more eyes will land on your site when a potential customer types in a search query that matches your product and/or service.
If your content can’t be found by search engines, your website might as well not exist at all.
Your domain authority will also increase with more quality content on your website. This gives you expertise and authority over certain industries. Search engines will identify your website as relevant to certain search terms and will recognize that you are a trusted source of information. That gives your site a greater likelihood of appearing near or at the top of search results.
SEO Copywriting
SEO copywriting uses strategically placed keywords while creating compelling and useful content. It’s not enough to simply create content. It must be quality content. Search engines will know the difference. This is why employing SEO copywriting is important. The better the content, the more people will share it on social media. That means more eyes are drawn to your site. Search engines will notice, and it enhances your site ranking.
Quality content should be engaging, while free of spelling and grammatical errors. If you don’t have the means to hire a professional editor, have someone proofread your blogs before you publish. Simple errors can turn readers away instantly, and you can lose credibility and authority. It’s hard to bring them back once they leave.
The content you publish should be written to your customers. So, steer clear of industry jargon. Use creative, yet straightforward language. Lead into your post with an attention-grabbing headline to draw readers in. Readers appreciate articles that are easy to read quickly. Use subheadings, bullet points, bold text, and numbered lists so it’s easy for people to scan through to find the information most important to them.
SEO copywriting is as much for search engines as for your audience. All of this goes into the algorithms that calculate how much value Google, Yahoo, and others assign to your website. There are tons of blogs, articles, infographics, guides, and other content clogging up the web these days. You need to make sure your content stands out. Not only will quality content keep visitors coming back for more, but it will also raise your SEO ranking.
Keywords
Keyword usage is one of the most important aspects of content optimization and SEO copywriting. Search engines, like Google, will rank you based on the primary and secondary keywords you are targeting. This helps determine if your content will benefit users when they initiate a web search. However, you must use your keywords properly. Google will know.
Sprinkle keywords throughout your content in a conversational way, like a person would talk. Variations, synonyms, and abbreviations count, too. This is especially important in the first 100 words of text.
While keyword frequency is important, it’s not a good idea to use keywords too much. Search engines will penalize your website if your content overuses them, especially if it’s done without much rhyme or reason. If you notice your keywords are popping up too often, grab a thesaurus and find some synonyms.
Focusing on content optimization will naturally increase your web traffic by pushing your content to the top of search engine rankings. It’s an important part of your website creation and marketing strategy. Neon Goldfish helps companies just like yours create content that gets results. We can work with you to improve your SEO, get more eyes on your website, and bring more customers through your door.
Contact Neon Goldfish for more details on how content optimization can work for you.
Landing Page / Squeeze Optimization and Copywriting
A landing page or squeeze page is designed to get the site visitor to do something specific.
They are specialized pages on your website used in conjunction with advertising campaigns to deliver a very specific outcome like requesting a meeting, viewing a demo of your product, or downloading an ebook to become a more educated consumer.
The Art of a Great Squeeze Page
Let’s start with the basics.
When you decided to explore online marketing strategies to promote your company, you understood the importance of getting potential clients to check out your website, and then finding ways to keep them there, longer.
The longer they’re on your website, the quicker they’ll find out just how great you are.
That’s the goal. But, if you want your website to increase your customer base, you need to find a way to get in contact with these customers on a more personal level.
Your website isn’t simply supposed to be good reading material – it’s supposed to work for you.
The best websites have landing page copywriting that grows the business. A simple way to accomplish this is with the use of a strategically designed Squeeze Page or Landing Page.
So, What is a Squeeze Page?
A landing page or squeeze page is designed to get the site visitor to do something specific… like capture a visitor’s email address by providing the possible subscriber with a special deal or offer.
Sounds easy enough.
But, site visitors don’t like to provide their email addresses for free. This is where a strong call to action and good landing page copywriting comes in handy.
For a great Landing Page or Squeeze Page to work, it has got to offer a pretty enticing deal for customers.
As the name suggests, your offer exists only to squeeeeeezzzee the site visitor towards executing a specific action, so it should be really good. Examples of Squeeze Page offers may include:
- eBook downloads
- Printable coupon codes or special offers
- Email courses
- Printable PDFs
No matter what you offer, be sure that it’s something that would require an email address to be provided to get it. If the offer is for a free, downloadable eBook, your company will email the link to the customer once the email is provided and confirmed. This ensures the information is valid, and can entice the visitor to opt-in to your email list.
To create a squeeze page that will be a valuable asset to your website, there are a few things to keep in mind:
Squeeze pages allow you to dangle a carrot in front of your customers to get them to act. Make your carrot a good deal: a deal that will be beneficial for them.
Be honest but subtle about what you’re doing. Represent your company with honesty and integrity, and don’t give your visitors a reason to send your incoming emails straight to the junk folder.
Email offers can be a great way to create an ongoing relationship with your customers. Try to make a squeeze page offer connect to ongoing email resources if possible. This will keep potential customers checking their inboxes for future notifications.
Whether your squeeze page efforts include pop-up squeeze pages or splash pages, we can help. We help businesses just like yours create stunning landing pages with our landing page copywriting services. Just ask about your options and we can help you create a squeeze page that looks great and will work without annoying your site visitors in the process.