Why You Need To Change Your Content Marketing Approach

For many years, content has been a significant part of an SEO strategy. In the early days of SEO, many experts recommended web content no longer than 250 words, keeping pages clean and concise. In more recent years, long-form content of over 1000 words were preferred as statistically, long-form content was ranking higher. So, whether you are aiming for short and sweet, long and keyword packed, the chances are you need to change your content marketing approach. So, what should you be doing differently?

The Latest Trends In Content Marketing

For SEO, content marketing is still one of the most critical aspects. The content you produce for your business impacts on almost all SEO activities. You need great content for everything from the site structure to link building strategies, long-tail searches and more.

While keywords are important, the focus for optimal SEO is no longer on stuffing as many search terms into your content. In fact, this could even negatively impact your SEO score. Instead, the focus should be on the topic of your content.

Your New Content Marketing Approach

Search engine algorithms now focus on ranking content that is engaging, captivating and topic focussed. This is partly thanks to the 2018 Google algorithm update where Google shifted its strategy to EAT.

EAT stands for Expertise, Authority and Trustworthiness. By keeping these aspects in mind with your content marketing approach, you’ll not only be providing your readers with great content, but you’ll be nurturing your SEO and brand.

So, what do you need to consider with your content?

Building Expertise

It is essential to be the brand and have the content that answers all of your reader’s questions. By beginning with keyword research, you can work out precisely what your readers are searching for. Then, you can craft the content that doesn’t just ‘tick the box’ of keywords, but actually provides the answers that searchers want to find.

Your content should be a one-stop-shop where readers can find all of the information (and links to supplementary information) on one page. As soon as you start to be the font of all knowledge in your specialism, your site will quickly be a go-to for search engines and readers alike.

Commanding Authority

While showing your expertise is a great way to start with your content marketing approach, your brand needs to become synonymous with the subject. With this in mind, having backlinks and shares are important. Furthermore, being the first to create original and unique content around pertinent topics can help to build your brand authority.

Instil Trustworthiness

While you know your business is legitimate, you need to convince searchers of this fact too. Review sites are a great way to show that your business offers high-quality, customer-centric services. Other ways that your site can build trust include having contact details, terms and conditions that are easy to find and clear policies such as product specifications, privacy policies and returns policies.

With all of your content, consider what will give your information more credibility and will help to boost your brand. If it isn’t up to your usual standard, it doesn’t deserve a place on your website.

So, by switching your mindset from writing for search engines to writing for your consumers, you’ll be inadvertently boosting your SEO at the same time!