In Parts One and Two of this series, we showed you how to identify keywords and create content that will help to improve your SEO.
If you read the first two articles on this topic, you should have a solid idea of the type of content you need to generate, along with the appropriate platforms for publishing.
Now, let’s put the final pieces of the puzzle into place. When and how will you publish your content, and who will be responsible for it?
Decide upon a schedule. How often will you reach out to your target audience? The answer to this question can vary depending upon your industry, and it’s not a bad idea to investigate your competition’s methods. But generally speaking, we find that once per week is a good starting point. It’s frequent enough to keep your company name “top of mind”, but not so frequent that your contact would be viewed as off-putting.
Timing matters for another reason: Search engine algorithms favor websites that are regularly updated. In order to stay on top of your SEO strategy, you should take advantage of those algorithms by publishing regular, keyword-rich content.
Determine your method of delivery. Will you post content on your website, share on social media, or email your contacts directly? Why not all three?
With regard to SEO, you definitely want to publish your content on your website. Those keywords you determined earlier will help your target audience find you online.
Once you invest energy and time into creating marketing content, you might as well wring every bit of value from it. Since audiences can vary in how they consume digital content, it is wise to present it in numerous ways. For example, studies have shown that for every dollar spent generating email newsletters, you could reap as much as 38 dollars in returns. Social media allows for a more interactive experience, and the effects of sharing on these platforms can be practically incalculable.
Finally, who will produce your content? Identifying topics, generating blogs or videos, and following a publishing schedule requires a certain amount of man hours. Some businesses employ a dedicated individual or two, or even an entire department, whose primary job is to handle content marketing. Other business owners hope to tackle the job themselves. And still others outsource the tasks to a marketing agency.
Whichever route you choose, carefully budget the time and resources spent on marketing just as you do other business-related tasks. Make sure you outline responsibilities for yourself or any other involved employees, and establish a clear schedule.
Now that we’ve wrapped up our three-part series on content marketing and SEO, do you have any questions? If you need more information regarding this process, contact us and we will show you how to become more visible and engaged online.