Here at Amplitude Digital, we’ve been saying for years that content that’s good for SEO is content that should be on your site anyway. Search engines like it…because readers like it too. It’s the type of content, advice, insight and material people are looking for. And including it on your site is just good marketing.
Plain and simple. Elementary, really.
But what does SEO content look like? Let’s take a closer look. And explore a few different examples of content marketing.
Clients and prospective clients alike will visit your site for current information. In other words, not just because your site has been recently updated, but because you’re responding to current events that they’re interested in your take on…or you’re highlighting recent trends they may be curious about. The real magic of the digital age is the ability to respond at the drop of a hat to what’s going on right now, and giving readers breaking news and timely content is hugely important.
Some things in your industry probably never change, and some of the in-depth questions you get asked most frequently probably have the same answers they’ve always had. So make your website a resource for readers to access “evergreen” content that will possess a long, long lifespan. This is particularly useful because you can write it just once…but your readers (or you) can draw upon it as a resource time and time again.
Obviously, clients will want to know what you’re selling. They want all the details. They want crisp photos. They may even want to know which of your products are most appropriate for beginners or for more advanced users, how two products compare to one another, etc. So don’t make them work too hard for the information they need before they decide whether or not to buy something from you. Make it as easy on them—and on you—as is possible.
These pieces explain, in detail, how to do something specific. And they’re also a great opportunity for you to divulge your wisdom—particularly about the industry you work in. Sites such as ehow, Wikihow and my personal favorite, Wired How-To, are all about giving people instructions on how to accomplish specific tasks or activities. Some of these online tutorials are overly simplistic, so make sure to use your insider knowledge to help your readers best figure out the steps for what they’re trying to do.
Reviews are always popular. “Evergreen”, you might say. Everyone always wants expert reviews of products they’re unfamiliar with, whether it’s the newest gadget or a recently published book. Your readers are no exception. Allowing them to share their own reviews or opinions also gives them a voice, and they may have their own experiences to share. It’ll also help you learn a bit about their needs, as well.
Never underestimate the value of good case studies. Thanks to case studies, your readers can glean insights from work you’ve done with other clients, and might be more likely to become customers themselves. So share the examples of work you’re most proud of—and which proved most effective.
If you have a big enough audience, creating a survey and sharing the survey results is a fun and highly interactive activity. Even if you don’t have much of an audience, surveys can offer insight to all involved. Remember, the more you engage your online audience, the more they’re likely to feel invested in you and your brand.
Remember, it’s not just all about you. We’re all in this together, on some level. Whether you’re linking to important articles in your industry, creating an industry-specific RSS feed, or providing information about what others are doing (a list of apps your readers might like, a list of workshops or events in your industry, etc.), keeping people more informed gives your clients useful information—and provides you with credibility.
So, there you have it. A closer look at what SEO content looks like today. Remember, we’re not saying you need to use every single content strategy listed here. But we are saying that creating and sharing compelling and current content is an excellent marketing tool that will delight your readers, create new leads, improve sales and, of course, improve SEO as a byproduct.
(If you don’t, feel free to share your concerns in the comments section below. Maybe we’ll even start a survey soon…)
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