Taking Your Content Strategy Beyond Blogging
Editor’s Note: This post was written by a guest blogger. Learn more about them in the bio below.
Why do we blog? We know that any form of consistently updated media is favorable in Google’s eyes, so from an SEO perspective, it’s a sure win. But what about from a “human” perspective?
We need to constantly remind our users or readers that we’re still around, and we want to keep them in the loop with everything related to our industry. On top of that, by becoming a reputable source for our industry specific information, we have the opportunity to become thought leaders within a certain niche, which in turn attracts readership.
In doing so, blog = reputable = attracting links = great SEO value and potential to convert customers.
But if you’ve been reading any of the top SEO blogs of late, you’ll know that there is more – beyond blogging – that’s required to boost your SEO ranking.
Why Do We Produce Content From An SEO Perspective?
If you’re using your SEO brain, you’ll be thinking primarily about increasing traffic and rankings and using content to do this by targeting certain keywords. Your SEO brain will also want to help brands convert. But as with the evolution of SEO and the constant updates that Google adds to the mix, we’ve had to become more focused on creating content that is both human friendly and SEO friendly. UX and SEO are becoming more closely aligned as we move forward, so content must always be created with the user in mind and not just with the use of the SEO brain.
SEO has become so much more than just trying to rank for the optimal keyphrases by adding the right kind of content and media. It’s not only about ranking for competitive keyphrases, it’s also about offering dynamic content that is engaging and share-worthy. You still need to attract links, rank competitively and offer premium relevancy to certain keyphrases… but you also need to make your users appreciate what you’re doing.
Everyone’s Doing It
All of the big names in SEO have a go-to resource in the form of an informative blog. Northcutt is no different. Educating your users is key and to do that, you need a platform offering rich content that’s geared towards helping everyone evolve with your brand. But it’s not just about blogging anymore, it’s about content in general – how-to guides, infographics, interesting articles, videos, comprehensive campaigns – they’re all contributing to building up brands and online profiles, but they’re also helping the supporting community understand more at the same time.
Coming up with compelling content day in-day out is not the easiest thing to do; in fact, it’s really difficult. There are plenty of resources for inspiration, but to be a “go-to” resource and to continually drive interest, you need to be thinking ahead of your users and their requirements, every day. It’s a full-time job. When you’re also considering things like ranking and conversions, you’ve got to don a whole load of different hats with every blog that’s written, or every piece of content that’s created.
If you’re a good SEO who has evolved with the times, you’ll be able to offer a holistic content strategy because you’d have a firm grasp on all of the following:
• Different personas and traffic sources and being able to apply them to your brands
• User requirements – also based on the above
• Amalgamation of online communities
• How content converts and the results that follow
• User experience
• Information architecture, tying in heavily with the above
• Technical requirements behind creating content
• SEO best practice
Having a good SEO strategy doesn’t necessarily mean that you’re going to be a good content producer, but at least you can use both your SEO and human brain together to form an all-encompassing content marketing strategy that will rank, attract links and be something that users and readers want to devour with great interest.
How are you optimizing for search while staying human?
Katherine is a South African copywriter with a penchant for SEO and blogging. Wild and vivid dreams of writing good, old fashioned books fill her mind, but it’s the digital world that allows her to best express her talents. Katherine writes for Northcutt, a Chicago based SEO and Inbound Marketing company. Like Northcutt on Facebook, follow them on Twitter, and check out all they have to offer at www.northcutt.com.