What’s Next for SEO Content in 2015?
With the first quarter of 2015 on the record, plenty of brands and marketers alike are slowing down and enjoying the relative peace and quiet that comes with successfully navigating the turn of the New Year. However, for those of you looking to take hold of your search engine optimization (SEO) fortunes over the coming months, there’s no time like the present to let the trends of 2015 help shape and mold your operations. With this in mind, let’s take a minute to look over everything you need to know about what’s next for the world of writing SEO content.
Mobile Unfriendly Offerings Will Continue to Fall Flat
If you had to pick one word to describe today’s modern Internet user, what would it be? According to Chris Sheehy of the Rhode Island Small Business Journal, any answer outside of the word “mobile” just doesn’t cut it. As Sheehy explains in his look at what’s hot with writing SEO content so far this year, mobile optimization continues to grow both in prominence and acceptance. From developing strong SEO content with your on-the-go audience members in mind, to a page layout or template that enacts a responsive presentation based on the device in question, failing to account for the continued transition into a primarily mobile world is a quick way to end up as an SEO anachronism.
Building Content Around Keywords Matters
In terms of article development, Sheehy also notes that the overlap between writing SEO content and content marketing tactics continues to grow – especially in terms of keyword importance. However, this doesn’t mean that paying someone to stuff a bunch of relevant keywords into a nonsensical article is good enough to get you ranked with Google and the rest of the search engine gang. If you’re really looking to extend the reach of your content, going deep with your keyword research and pinpointing uncharted or underutilized territory (like long-tail keywords), while also avoiding oversaturated and generic categories, is the best way to maximize the impact of these offerings.
2015 Is the Year of the Alternative Search Engine
Speaking of Google, 2015 thus far has also shown that the other major players in the search engine industry are gaining ground in terms of traffic, so shifting your strategy toward maximizing the reach of your content on these platforms isn’t only viable, it’s a smart way to garner an advantage over the competition. As hard as it may be to think of Google as anything but the golden standard of SEO best practices and consumer traffic, Tech Cocktail’s Boris Dzhingarov notes that this leading name currently lays claim to the lowest usage numbers on record since 2008.
The reason for this shift is two-fold. First, Bing, Yahoo, DuckDuckGo, and other competitors have all found ways to successfully differentiate themselves and garner strong followings among the digital masses. Additionally, Dzhingarov points out that the already strained contractual relationship with Apple is on the brink of falling apart, which could eventually leave Google with a significant downturn in default search opportunities.
Naturally, this isn’t to say that Google is no longer the biggest name on the SEO block, just that savvy businesses – and the marketers that develop SEO content for these organizations – have a chance to forge new bonds with online viewers by generating content that makes the most out of these emerging alternative options. When paired up with the rest of your newfound knowledge of 2015’s SEO trends, there’s no reason why your upcoming blog and site content can’t take the rest of the year, and far beyond, by storm.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.