Content is the backbone of digital marketing. It is “content” that you publish on your site, which is then shared by your audience and ranked by search engines. Essentially, it is what makes digital marketing possible.
Whether it is an article, or a video, or a social media post, your content is what will build and establish your brand online. With your content, audiences will know about your brand and possibly view you as an authority in your field in the long run.
However, the content itself cannot make your brand grow. An effectively executed marketing strategy is needed for it to become valuable, especially to the eyes of your viewers and search engines.
To turn it into a powerful tool, you should learn how search engines rank content and how users consume it. You need to learn the nature of content marketing to reap its benefits. More importantly, you need your audience to see it.
With that said, here are five practical and helpful tips on how you can boost the online visibility of your brand’s marketing content:
Tip #1: Attract “quality” audiences
Seeing your website and social media pages enjoy a massive following may be fulfilling. However, if these numbers do not convert to engagements and sales, they are nothing but for show. No matter how high quality and attractive your marketing materials are, you are unlikely to see growth and success if the people who follow your brand aren’t interested in them.
Your followers are your investments, so make sure to act wisely and invest in quality leads. There are many ways you can attract quality leads to your site and social media pages, including using keywords and targeting specific sets of people in your paid ad placements.
Here are some pointers on how to get and target quality followers:
- Research industry-related keywords and introduce and mention them in your posts. If it fits right, join the discussion and conversation about the latest trending topics in your field.
- For social media marketing, use hashtags to attract more audiences that are interested in your product or industry.
- Join forums and online groups that are related to your brand or products.
- Target your ads to a specific set of people. Segregate your market according to age, gender, location, interests, and so on.
Tip #2: Schedule your posting
Timing is also crucial in boosting your content’s online visibility. High-quality content can attract high-quality traffic, but you need to take a scheduled approach if you want to ensure success. Consider publishing your posts at times when most of your market is engaged. Doing so will help expose your content to people even outside your target.
Although the audience outside your target may seem invaluable, their engagement—may it be a view, like, or share—can help your content become more available to even more people.
To know when is the best time to post on your website or social media pages, you can refer to the studies done by different researchers. In those studies, they share the best times when brands should post on their social media pages.
For instance, research says that you should post marketing content on Facebook on Wednesdays between 11:00 am to 1:00 pm. However, social media habits change all the time, so you might want to conduct your research regularly.
You can also customize your posting schedule by reviewing your website and social media analytics. Find out when most of your audiences engage with your content. Doing so will improve your content’s online visibility, and engagements should spike as a result.
The bottom line here is, timing is one thing that you should prioritize in your social media management.
Tip #3: Attach related visuals
According to research, internet users today engage more with visuals rather than text. Although you can’t eliminate the use of written content in your marketing strategies, you can attach visuals to your marketing material. Whether it is a photo, graphic, infographic, GIF, or video, visuals can naturally attract people to your website and social media pages.
When doing Pay-Per-Click (PPC) advertising, make sure to include visuals in your ad placement as well. Instead of stuffing too much text information in it, consider making an infographic. This is undoubtedly helpful, as research has shown that people retain more information when it is presented this way.
Tip #4: Integrate relevant and ranking keywords
Search engine marketing is vital if you want to improve your content’s online visibility on search engines. The best way you can attract more audiences today is to integrate keywords into what you produce.
To start, find out what most users search for on the internet that relates to your industry, brand, or products and services. You can use Google Keyword Planner to research keywords and plan your search engine marketing techniques.
Once you have this information, use what you learn as keywords to integrate into your content. It is important to note that the quality of your content and keyword research is more important than the quantity of your keyword usage.
Here are more pointers to remember:
- Ensure that your content answers your audience’s queries
- Avoid plagiarism and aim for easy readability
- Improve the navigation and loading speed of your website
- Use visuals if necessary
Tip #5: Share it to social media sites
As you may know, most internet users today spend most of their time online using social media. With that said, you should consider social media management as part of your content marketing strategies. Draw attention to your content by posting about it on your profile or simply tagging it as a link in a comment.
Either way, your content will have a better chance of reaching new audiences since these platforms promote sharing and engagement. This makes your content more visible to other audiences that you might not have tapped yet.
Additionally, you should also practice sharing content of related brands to further grow and broaden your reach. According to marketing experts, your social media posts should contain 80 percent of your original content and 20 percent from third parties.
This combination helps audiences see you as an authority in your field, increasing your traffic, engagements, brand awareness, and revenue in the long run.
Digital marketing may be more convenient than traditional marketing, but it still requires hard work to effectively pull off. As more and more brands switch to digital marketing, you should learn how to find your way to the top.
First, you need to establish your online visibility. To do so, you should attract quality leads, schedule your posts, make good use of visuals, practice search engine marketing, and utilize social media.
If you are looking for a reliable digital marketing agency in St. Louis, get in touch with us today. Our goal is to help businesses thrive in the digital market by improving their online visibility through SEO, PPC, and social media marketing.