5 Content Marketing Strategies to Boost Website Traffic
You’ve created a website like everyone says you should, but you wonder why your sales are not skyrocketing and you are not attracting your target audience.
You’re not alone.
One in five businesses that have websites does not get their desired website traffic.
Fortunately, there’s a simple solution to this problem; effective content marketing strategies.
According to a Hubspot research, 70% of marketers invest in content marketing.
This blog will share insights on compelling content marketing strategies to achieve website traffic and increase conversion.
What is content marketing?
Content marketing is literally the art of ‘selling’ content. Content could range from text, video, graphics, animations, or any other kind of content. You’re constantly creating and sharing digital material to sell an idea about your brand and win your target audience’s hearts.
Businesses who wish to build a community of customers who love and understand their Brand use content marketing.
They create content that entertains, educates, informs, and guides their readers. With top-of-the-funnel content, businesses lead their buyers from the awareness stage of their buyer journey to the bottom of the funnel, where they are fully convinced to purchase their goods or services.
One significant aim of content marketing is to present the audience with a call to action, which in this case would be to visit their website. A great website would then leverage that traffic to convert every visitor into a buyer.
Why content marketing is important
- Content marketing establishes a brand’s credibility.
- Content Marketing positions a brand as an expert in a particular subject matter.
- Content marketing improves brand awareness.
- Content Marketing connects a brand with its audience on a deeper level.
- Content marketing enhances branding.
- Content Marketing improves website traffic.
5 content marketing strategies to boost website traffic
Even though content marketing is beneficial for various reasons to a business, if the right strategies are not in place, it will not be able to achieve its aim. Hence, here are some content marketing strategies that would boost your website traffic.
Content audit
A content audit is collecting digital content on a website and analyzing how well they perform or have performed over time. You do your content audit side by side with your key performance indicators. The digital assets to be audited include blogs, landing pages, videos, and any other kind of content on a website. The goal is to decide what content to keep creating, update, rewrite, or delete.
Content audits also give you data for planning and future strategies and something to refer to when making decisions.
Content audits help you to keep track of how your content is performing for future reference. It also enables you to keep metrics you can use for your testimonials or other purposes.
Content audits help you take note of the areas of your website that need optimization. For example, a content audit can show you that your blogs do not match the search intent of your readers as the bounce rate is very high and the time spent on each blog is minimal.
Content audits also help you to implement new SEO trends for your website. For example, in 2022, many marketers paid attention to search intent rather than just churning out lots of content and gaining useless backlinks. You can implement these trends after a content audit.
Before starting a new season in your business, a content audit is the best thing to do to understand how things have worked in the past and to be able to plan for new methods of doing things. A content audit can be done in-house by a company’s marketing team or by contractors who conduct proper audits for companies.
A lot of times, the result of a proper content audit is a complete presentation of what worked, the results gotten from the previous strategies, and the way forward.
Some content audit tools you can use include;
These tools provide a detailed audit of your content and allow you to make data-driven decisions for your content marketing moving forward.
Repurpose your content
Repurposing content just means taking content that performed so well in the past and expanding on it, making it into other forms, and making it more suited for your audience.
Whether you’re making blog posts out of your youtube guide or making a clip for your landing page, one thing you shouldn’t forget is to make it concise and specific. You can also convert your Instagram reels and videos into blogs or short how-to clips.
While new content is exciting to create, repurposing old content means that your audience gets grounded in a particular area and sees your brand as an expert.
Katie Vagnino, senior marketing writer at Peleforce puts it this way;
“Not just creating new content (SEO keyword rich, of course) but updating and continuing to optimize older content. It’s easy to just focus on writing new stuff but don’t forget about those older blog posts that with a little refresh to keep them relevant can still perform well. I think setting clear benchmarks for a cadence for checking up on older content is smart, too – like a goal of refreshing × number of blogs or pages a month. See how the content is performing, what’s beating it out in search results, and how could you update or improve it? Etc.”
Here’s something to live by; the first time you create content about a topic, many people do not see it. Post it the second time, and they praise you for such great insight. Post it the third time, and they’ll send reviews of how they never heard that before!
However, repurposing content needs a plan or strategy. You can work with the content strategists in your team to decide how to repurpose your content. Together with the entire marketing team, you can brainstorm ideas for repurposing your YouTube content.
Also, you may just need to rewrite some of your blogs. For example, some blogs would need a rechecking of the backlinks, new internal links, an update of the information with new knowledge and experience, etc.
Revise your content strategy
A content strategy is a roadmap on how to create content, for whom you should create it, and how you can use it to achieve specific goals and objectives. If you had a previous content strategy, you would need to revise it if you’re looking to boost website traffic.
You have to start by addressing each part of the content strategy. You can start with your target audience. If you still want to reach the same target audience, devise new plans to meet them. For example, you need to decide what platforms you’ll use to reach them better, the trends they follow, if your previous tone of voice was suitable for them, and evaluate how much of that target audience you were able to convert into buyers. Identify the best forms of your content and how to project the unique selling point of your business.
You can also manage the creation and publishing process and review each step of the process to determine who may need to change or get better in your team. While revising your content strategy to boost website traffic, you should focus on a strategy that boosts the on-page SEO of your site. This would make your brand appear more on search engine result pages.
You would also need a content strategy that guides your audience down the funnel and doesn’t leave them hanging. You want them to stay with your brand even after buying your product.
Start a content marketing campaign.
A content marketing campaign is the best way to get your audience’s attention in record time. When planned and executed well, a content marketing campaign can be sustainable enough to keep producing results long after the campaign has ended. It can increase the organic search volume of your website, elevate other pieces of content and improve the loyalty of your customers.
You need to have an objective for creating the campaign. This objective could range from increasing awareness and sales or transitioning to a new audience. Whatever the goal, it’s best to write down those goals and the key performance indicators (KPIs) that show you have achieved them.
Since your goal is to increase your website traffic, you must keep that in mind while drafting your campaign strategy. Make your objective as specific as possible. For example, by what percentage do you want to increase the website traffic?
Identify the campaign topic by brainstorming the subject that would resonate with your target audience the most. Also, remember to ensure that the topic incorporates your audience’s search intent for SEO. Create content around that campaign topic. Your content should have a specific call to action, which would be to drive users to your website.
Search Engine Optimization
Content marketing plans would hold no water without search engine optimization.
You should consider on-page SEO for every video, blog, or website copy. This would include proper formatting, meta descriptions that contain keywords, quality content, and internal links for blogs.
Optimize your website with keywords that have low competition and high search volume. Search engine optimization ensures you have lots of traffic because appearing on SERPs is all you need to get people clicking and clicking on your website.
Create Content that Converts
Content creation never works without a plan. Just like everything else. Spend time creating a content marketing strategy that would cause sustainable growth for your business.
You can achieve increased website traffic in a lot of other ways.
Outbound marketing strategies work like magic when you implement these content marketing strategies. Get to work with all these strategies and watch your website grow in leaps and bounds.
