Content marketing is a powerful tool used to drive massive amounts of traffic to a website. To achieve the results you want, your content marketing strategy should revolve around several goals. Your main focus should be creating high-quality content, increasing your online visibility and of course, improving your SEO ranking. According to statistics, 72% of marketers agree that content marketing and blogging is the most effective SEO strategy. Essentially, the higher you rank on search engines, the more influx of traffic on your website.
But how exactly should you use content marketing to drive more traffic to your website? And how can you create a content marketing strategy that’s in line with your marketing objectives? We’ve got some ideas and are happy to share them with you.
Write Compounding Blog Posts
Blogging is an integral part of content marketing and helps drive traffic to your website. However, there are many blogs online that hardly get any traffic on their website. Why is this so? The simple answer is that these websites are creating decaying blog posts instead of compounding blog posts. What’s the difference between the two, you ask?
Decaying blog posts tend to start off on a high note but traffic levels drop in time. These types of blogs generally focus on current events, cover niche topics and are time specific. Compounding blogs, on the other hand, tend to start off slow and gradually grow in time. Interestingly, over its lifetime, one compounding post brings in as much traffic as six decaying ones.
Therefore, to draw more traffic to your website and justify your blogging efforts, your content marketing strategy should include writing more compounding posts. Here’s the recipe for a typical compounding post:
Choose evergreen content. Cover topics that never get old or lose relevance.
Consider searching habits. Ask “how”, “what”, “where” and “why” questions in your titles to match popular search terms.
Structure your content. Include images, subheadings, bullet points and relevant links for a valuable reading experience.
Update decaying posts. Improve poor performing posts by changing titles, structure, and keywords.
Create Long-Form Content
Here’s another fun fact – did you know that the average first-page result on Google contains 1,890 words? You don’t need to be a rocket scientist to figure this one out – Google prefers long-form content. And if you want to increase your organic traffic, so should you. Just imagine how many times a post that’s on the first page of search engines gets clicked on. Yes, a lot. In any case, it’s definitely clicked on more than content found on pages two and three of search engines. This is why so many content marketing strategists are focusing on long-form content to drive more traffic to their websites.
Here are several other reasons why you should incorporate longer posts as part of your long-term content marketing strategy:
Influx of traffic. Long-form content helps you rank higher on search engines and as a result, more people find and click your content.
Greater online visibility. Get more shares, likes and comments by giving your audience content worth engaging with and sharing with others.
Targeted lead generation. Use long-form content such as ebooks and guides as gated content and collect leads relevant to your niche.
Assists link building. Give other websites a reason to link back to your page by providing valuable information. Link building will help you see a spike in referral traffic.
Adds reader value. Offer value and in-depth information to encourage readers to stay on your page and lower bounce rates in the process.
Better SEO ranking. All of the factors above contribute to a better SEO ranking and greater visibility on search engines.
Ultimately, writing long-form content will grow organic searches, engage your target audience and build an authoritative online presence.
Find Guest Posting Opportunities
Guest posting is another successful content marketing strategy used to drive massive amounts of traffic to your website. Aim to target high authority websites that get millions of visitors daily. If your guest post gets accepted, you can get a quality link back to your website. This will allow you to redirect a chunk of their traffic back to your website.
Additionally, these websites will share and promote your guest post on their social media channels. This means free promotion, higher visibility and more traffic for you.
Run A/B Tests Regularly
Content marketing relies heavily on continuous A/B testing to see what works and what doesn’t. What this means is that you test two variants to see which performs better. Fundamentally, A/B testing takes out the guesswork from your content marketing efforts. It provides you with conclusive evidence to improve your content marketing strategy and drive more traffic to your website. And the best part is that you can test almost anything.
Here are some content marketing elements you can run A/B split tests on:
Headlines – Are they controversial or do they start with a number?
Images – Where are your images placed?
Sign-up forms – Do they have social proof?
Call to actions – Are you using a text or visual call to action?
Posting schedule – On which days do you get the most traffic?
Length – How long are your highest ranking blog posts?
Once the results are in, you can tweak your content to match your audience’s expectations. Expect to see a growth in traffic as soon as you update your content marketing strategy.
To increase the amount of traffic you’re getting on your website, you need to pay attention to various elements. This includes content length, topic selection, guest posting and A/B test results. It might take a while to perfect your content marketing strategy but it’ll be worth it in the end. Try some of these content marketing tips and see a steady rise in your website traffic.