gregalbuto

M Posted 6 years 6 months ago

t 9 min read

Eighty four percent of consumers report that a quality content marketing strategy can influence their buying decisions. When you understand how your customers behave and what they want to see online, and then create material that appropriately engages with them, you have the potential to drive large returns.

When it comes to creating a strong content marketing strategy, data must play a critical role.

What should a content marketing strategy include?

With the level of competition today, brands have to be highly targeted in how they create their content marketing strategy. Brands that create content without carefully tracking what they create and where it goes set themselves up for wasted time and money.

Understanding where your customers live online and the type of content they want to see requires a level of precision and dedication to your content marketing strategy. Customers often have their own ways of describing pain points and solutions that differ from the way those in the industry speak. It is also easy to leave gaps when creating content that nurtures people through the entire customer journey, such as creating content for people at the top of the funnel and the bottom of the funnel but neglecting those in the middle. If you do not track your material, you may not realize that these gaps exist.

Similarly, Google has worked regularly over the past few years to better analyze and understand user intent with particular queries. This means they want to understand the type of content people want to visit when they type in certain queries. One query may prominently feature links to videos at the top of the SERP while another will feature many images or answer simple questions with a Quick Answer before the organic results begin. Knowing the type of content people want to see for particular keywords and queries needs to be part of your content marketing strategy and will help you better attract the targeted audience instead of having your content pushed further and further down the SERP.

Finally, you have to remember that you want your content marketing strategy to not just bring in more and more readers, you want content that encourages those readers to move onto the next stage of the funnel. Your content has to nurture them. You need to know what they respond best to as CTAs and where they want to go after reading your content. If you do not know this, then your content will not effectively make your brand any money.

Using data to track your content marketing strategy answers these needs. You will know precisely how people behave on your site, the type of content they want to see, where gaps exist, and what you can do to better engage with your prospective buyers.

How do I choose the right KPI?

To determine the KPIs for your content marketing strategy, you need to consider what will help you understand how users move through your journey as well as what other people in your organization want to see. The marketing and sales teams will have different priorities than the c-suite, for example.

You will want KPIs that allow you to track people as they move through the buyer’s journey. Your top-of-the-funnel KPIs should look at your traffic and how many of your new visitors become repeat visitors and the percentage that convert to leads through email registration and similar early conversion steps.

Your mid-funnel content marketing strategy KPIs should gauge your rate of engagement with your content targeted towards this group as well as how often they go on to register for demos and engage with your sales staff. Email open and click-through rates should be included here.

Finally for your content marketing strategy, you also want to track purchases, the size of those purchases, and the type of content these customers engaged with throughout their buyer’s journey.

What makes a good content marketing strategy?

Your KPIs will provide you with invaluable data about the movement of the average visitor and customer through your buyer’s journey. You can also gather additional important information to benefit your content marketing strategy by collecting stories and information from your customers themselves as well as your marketing and sales teams.

Ask questions such as:

• The content that has been the most helpful for the sales staff when it comes to engaging with prospective customers. Think about both the topics of the content as well as the style of content– such as video versus blog post.
• The content that customers found the most relevant and helpful as they considered their purchases
• The types of questions and obstacles that more content is needed for

Why do you need a content marketing strategy?

The data you collect through your KPI and interviews should then guide your content marketing strategy moving forward. Examine gaps in your content marketing strategy. Do you have any places where your percentage of conversions from one phase of the funnel to the next starts to drop off? Look closely at these areas and use information from your existing customers to better understand what people want to see here. Look for ways to bolster your conversion rates at each level of journey.

Use the information from your sales team and customer interviews to better understand what customers want to see towards the end of the funnel. Use these topics and ideas to guide the brainstorming of new ideas for the future of your content marketing strategy.

You also want to use the data you collect to build a stronger conversation with other team members. As the sales team better understands how the marketing team finds and engages their leads, they will improve their ability to pick up the conversation with the prospects and know what this particular prospect wants to learn about. This improves their ability to engage with their leads and nurture them towards conversions to better your content marketing strategy efforts.

The data can also be presented to those in the c-suite to better understand how the marketing team uses digital marketing to find leads and the amount of money these leads bring to the table. The ROI from the marketing efforts can then help support arguments for more budget moving forward, allowing the team to grow their content marketing strategy in the future.

Use the BrightEdge StoryBuilder to create dashboards for each of these particular groups. It will be easy to track the important data and report it to the relevant parties through these dashboards that are easy to create and organize.

Creating a content marketing strategy guided by data allows brands to accurately target their intended audience and then guide them through the buyer’s journey. As organizations begin to better understand their customers and their needs as they prepare to make a purchase, they will find it significantly easier to create a content marketing strategy and more targeted campaigns that allow for a more efficient usage of their organization’s funds and resources.

enewton@brightedge.com

M Posted 6 years 6 months ago

t 9 min read

Google announced today that a core update will go live on the afternoon of 9/24. While they have not released information regarding what precisely this update will target, it is possible that sites will see some shake ups in the rankings of their pages. This could result in an increase or a decrease in rankings for particular pieces of content.

When we saw the alert about the impending core update, we wanted to bring it to the attention of our community and discuss what this update means for them and their content.

Don’t panic. In a recent post, we pointed out that after core updates there are often adjustments and rollbacks if Google sees sites move more than intended.

What is a core update?

Google reports that they make minor adjustments to their algorithms on a regular basis– nearly daily–as they work to improve their ability to rank websites and serve their users. Often these smaller updates do not attract much notice. A few times a year, however, they release larger updates. These updates often do attract attention as a number of sites see rises and falls in their rankings across multiple pages. They also likely see the corresponding traffic increases and drops as the updates go live.

Google generally acknowledges these core updates, as they want to give site owners more targeted information about what they should focus on improving. For this particular core update, Google has also specifically gone out of their way to point out that sometimes nothing is expressly ‘wrong’ with content that has lost a few positions as a result of a core update. The purpose of the update is not necessarily to penalize content, but rather to find content that has been better written and developed and will be more trustworthy for users. Sometimes this means that content that follows all of the Webmaster’s Guidelines, may still see a drop.

What should I do as we wait for Google’s core update to roll out?

We recommend that our community carefully monitors their sites through the BrightEdge platform. You can set alerts for any key pages within your site so that you receive notifications if they drop too low in the rankings.

Remember to not only watch for site drops, but also keep an eye on any site ranking boosts. Monitoring how different pages rise and fall in the rankings can offer important clues into how this core updates impacts sites, which then provides valuable insight into how rankings can be regained following this drop.

What should I do if my content drops after Google’s core update?

If you notice a drop in your content as this core update rolls out, take a careful look at what specifically dropped and by how much. Keep in mind that Google is not necessarily penalizing your content, it could instead be a reward for another site that has produced strong content. This means there might not be a concrete criteria that needs to be ‘fixed’ to regain the rankings.

Instead, you will want to carefully evaluate the content that fell alongside any content that rose. You also want to look at the material that now ranks higher than yours and try and detect what might have made Google prefer this content over yours. This will be your key to help you determine how to correct your content and improve your site moving forward.

How should site owners try to improve their content if they drop in rankings?

Site owners should pay close attention to Google’s strategy for ranking content. Specifically, their algorithm attempts to identify the Expertise (E), Authoritativeness (A), and Trustworthiness (T) of content. They also instruct their team of search quality raters to score search results based on this criteria. Keep in mind that these raters can not actually impact search results. Instead, their ratings are used to determine the effectiveness of the search algorithms.

If you notice a drop in your rankings, you should carefully evaluate your content based on these criteria. Look at the originality of your content: do you produce any original information or research for your customer? Consider also your own expertise and why people should trust you. Do you give them a good reason to believe what you have to say? Does your site and page layout help to support your expertise? Do you regularly cite sources within your content and otherwise support what you have to say?

Google wants you to focus on producing content that offers high value for your users. Your content should have something that your competitors do not have if you want your piece to rank highly.

Google continues to update their algorithm, and this includes rolling out core updates that have the potential to impact the rankings of large numbers of sites. The search engine giant has given us the heads up regarding this upcoming update and went out of their way to remind site owners that a loss in rankings does not automatically mean that best practices or webmaster’s guidelines have been violated. Instead, the focus lies on content that embodies the E.A.T. criteria to better serve the users. Keep a close eye on your site through the BrightEdge platform and let us know how the update impacts you.

So if your traffic drop was due to an algorithm change and does not revert, what can you do?

Remember, organic search is a long play game, so make your plans, adjust a bit, and keep producing and optimizing relevant and valuable content. We’ll repeat our guidance from our last algo update post for your convenience:

1. Increase your content production cadence of blogs, pages, FAQs, glossary, and videos to try to offset the lost traffic
2. Continue to focus on high-quality content
3. Be authoritative, deep, and relevant, target over 1000 words per piece and preferably over 2000 words
4. Be original, fresh, accurate, and current
5. Build multiple pieces in a content silo and internally link them together
6. Be well liked and linked to internally, externally, and socially
7. Work on page load speed until you get to 95 score
8. Reduce the bounce rate of people landing on your site
9. Provide an excellent customer experience and site performance
10. Consider using schema markup, which Google has been promoting since 2011 and people are starting to report positive rank and traffic impact from schema