To become a leader in your space, it’s a good idea to position the brand as the destination for industry knowledge. To do this, you must produce engaging content, and lots of it. A good example of this can be seen on JuiceBeauty.com.
Juice Beauty, an online retailer of organic, fruit-based cosmetics, has created an entire section of their website dedicated to educating the public. Because the market for organic / all-natural cosmetics is still in its growth phase, many consumers are not aware of the potential issues related to harmful chemical ingredients found in some cosmetic brands.
Juice Beauty has created a comprehensive, easy-to-understand guide that educates visitors about the benefits of using “sustainable” cosmetics and why it’s important to pay more attention to the ingredients in your makeup.
The JuiceBeauty content not only improves the online customer experience, it’s also great for SEO (search engine optimization). This way, people who are already interested in sustainable cosmetics may easily stumble across JuiceBeauty, even though they may have never heard of the company. On the other hand, because JuiceBeauty also has robust content related to their core products (high-end cosmetics), people doing a more general search for cosmetics may also discover the brand, just by searching. Finally, by supporting the sustainability movement in cosmetics, JuiceBeauty is proving itself to be a key player in this space to the most passionate consumers and advocate groups.
How to Measure Success in Your Content Marketing and SEO Program
A few key performance indicators to pay attention to include:
- Bounce Rate – When a person opens a web page and immediately leaves the page (within several seconds), probably because they did not find what they were looking for. Bounce rate is an often overlooked metric that can give you directional guidance around how much (or how little) interest your visitors have in a web page. An easy rule of thumb is +-50: If a page has a bounce rate of greater than 50 percent, consider exploring ways in which to improve the content on the page. Does the content thoroughly cover the targeted keyword topic? Is the content entertaining or informative? What improvements could be made to better ‘speak’ to your customer?
- Average Time on Page – How long are your users spending on each page? If it’s less than one minute and they are not clicking through to a deeper part of your website, consider making improvements.
How to Build an SEO strategy for Your Content Marketing Program
With services like Next Edition exploding in popularity and major magazine publications switching to digital formats, content syndication through web content marketing is becoming more profitable for publishers. Digital, or electronic magazines (e-magazines) are consumed via online book stores and downloaded to mobile devices. Content is marketed across an array of channels to lure readers in. Publishers track usage data to determine what types of web content most appeals to their target consumers. Business is booming for the Apple Store, Amazon, EBay and other online e-book distributors.
If you aspire to have a large volume of web content, but you aren’t sure how to create it and still have time for everything else, consider hiring a professional web content marketer. People who practice the art of SEO have the ability to create web content while optimizing it at the same time. This efficiency will help you generate more visitors and more quality traffic (targeted content marketing) while saving you time in the long run.
How Web Article Writing Helps SEO
Writing unique web articles targeted towards a certain set of readers, users or customers contributes to a great user experience. Creating targeted content is also beneficial to your SEO program (search engine optimization). Search engines look for unique content which is being clicked on, shared and talked about. So the mere existence of content is no longer enough. According to a survey conducted by B2B Content Marketing & Benchmarks, two of the biggest challenges to content marketing include the ability to create engaging content and the ability to create enough content. These also happen to be the two most important things that can make or break your content marketing program.
It’s got to be content that real people are actually reading. This is how search engines identify relevance and what determines whether a customer chooses to click, or not to click. Search results are now based on a ‘wisdom of the crowd’ model.
Make your website a destination for customers and visitors looking for the most thorough, informative or entertaining information about your brand, your services or your organization.
Search drives the Internet for the average user. Search is not going away (despite some viewpoints touting the ‘Death of SEO‘), especially for marketers. Don’t let your competition steal away your business just because they have more robust content. Get in there and compete! Much like investing in your retirement plan, time is on your side with content marketing. The longer you wait, the more valuable your competition’s content becomes (in terms of long-tail demand and SEO).
Survey information from B2B Content Marketing Benchmark Survey via Admax Media & Marketing Mojo – http://www.admax.tv/wp-content/uploads/2013/07/biggest-content-marketing-challenge.jpg
Images from Mashable – http://mashable.com/2012/12/06/seo-content-marketing/ and JuiceBeauty.com.