The competition never ends. Like evolution, the fittest of all wins and takes to the bank more clients while the ones that are less aggressive either take home fewer clients or struggle altogether. Are you in the struggling category? Do you watch your competition, do some things better than they do, and you would bet that you have a strong marketing team than they do, but, you are still lag behind? How about we poke around your strategies around content.
Do you regard your content the best? Not so much? Well, don’t fret much because we’ve got you covered. At the end of this article, you’ll have every arsenal needed to take your firm to the top.
But first, did you know that even though about 93 percent of most B2B firms employ content marketing, only 5 percent of the firms launch and run rewarding strategies. And that about 50 percent of the content they create is hardly used? It would also appear the days of creating blog posts, directing traffic and adding links to rank high on Google are fading away? Sounds sad, right?
Well, it may not be what you had in mind but, this isn’t an excuse for quitting. And you are in luck because this article will highlight all you need to know about creating content that wins, in this age. Follow these steps:
- Narrow down your focus
To win, you need to create less content because we’re already drowning in large amounts of content created by others. The increase in content creation may work for you in that it allows you to act in the opposite direction, creating less content because the consumer’s demand for the content is static. Your consumers can only consume too much.
So, stop creating too much content on why people should come to your disability lawyer, or general content relating to law and focus on unique branded content. This could mean creating less but highly specialized content that will meet the needs of your consumers. Know that if your team were to produce 20 pieces of content, the effect would be the same as preparing one and so, that one piece that is well articulated is better than the 19 other generic content.
- Content creation around topics
Use topic clusters to create content and ensure that the pillar page you choose links to the cluster pages so that the topics are interlinked. Hyperlinking will help with this.
You need this because when one page from the cluster performs well, then the entire topic receive a boost in ranking. It also makes it easy for people to search for content on your site.
- Create evergreen rather than temporal content
Evergreen content will never lose its relevance and value, and it doesn’t have an expiration date, but the temporal content is the kind that hits once. With the freshness of the content, you only reap compounding benefits from it, and it saves you money while adding you more money in the process.
Temporal content results in diminishing returns because it’s time-consuming, expensive, and unsustainable.
Therefore, the creation of evergreen content is the key to driving organic traffic with minimal effort. This content is more than the buzz it creates and more about the long-term effect it has on readers.
- Smarter SEO strategies
Content distribution channels are under the control of Google, Facebook, Alphabet, and Youtube.
And the whole process is at the mercy of the algorithms used by these channels. To be picked by the algorithms, your content needs to appear to be created by legal experts, and it should be easy to understand. The latter is crucial when targeting technologies like Amazon’s Alexa. Your content also needs to be personalized. You should also add rich snippets.
- Optimizing the old content
Old is gold and by refreshing such content leads to an increase in lead generation as well as traffic. For this, you need to work on improving your content for freshness, accuracy, as well as comprehensiveness. You’ll also have to tweak the quality of your copies, the titles, internal/ external links, alt texts for images and the images themselves, the CTA, and the meta description.
When optimizing your old content, it’s also imperative to check the keywords that you rank for and how you compare with others.
Doing these leave you with old but new content that further drives traffic to your site.
- Video marketing
Video is the new gold that increases traffic to sites. Studies show that the use of video in content marketing will explode and claim at least 80 percent of all traffic by 2019. At the same time, the use of video helps customers make purchasing decisions faster.
All you need to do is to create high-quality and captivating content. Ensure that the video descriptions use target long-tail keywords.
Other strategies include the implementation of conversational marketing and featured snippets (the high-ranking online search results in the box below your ads in Google).