Whether you’re a brick-and-mortar business and you want to improve your local SEO for more foot traffic and customers in your area, or you’re an online-only business, quality content is no less important than it was in the past few years. In fact, if anything, content is more important.
Having great content helps frame you as an authority in your industry, drive traffic to your site, and it helps you engage with customers and potential customers.
The following are some tips and things to keep in mind as you develop your content marketing strategy for the rest of 2020.
Set Measurable Goals
Time and time again, the advice when it comes to any marketing strategy or campaign is to set metrics so you can see how well you’re doing and what your ROI is, but year-after-year businesses fail to do this with their content.
A content strategy is not writing a blog and hoping people read it.
You want to think very specifically when you’re setting goals for your content. You can look at the soft metrics like engagement as well as hard metrics like conversions.
Without taking into account these data points, you’re not going to be able to streamline your content marketing, make sure you’re using your resources carefully or get any real benefits from it.
Think About Experience
Along with what you’re saying in your content, you need to consider the user experience. Content experience is a term that’s becoming more widely used, and it’s about how you can make the entire content experience great including relevant, engaging content but also a site that’s conducive to consuming that content.
This means you have an excellent mobile version of your site, and you think about using short, digestible paragraphs that are also easy to read on mobile.
Your readability should focus on subheadings, the use of images, and bullet points as well.
A big part of this also relies on the use of visual data.
Visual content can help make important points stand out. Visual data improves the overall reader experience by making things easier to understand and skim, and it can simplify complex ideas.
Every year there’s discussion about the “right” length for content from an SEO standpoint.
Long-form content should absolutely be part of your strategy in 2020. Long-form content allows you to go in-depth on topics and anticipate the next logical questions your audience might have based on their original search query. It shows your personality, and it lets you build a sense of trust with your audience.
Plus, longer content, along with generally being favored by Google, tends to be valuable from an SEO-standpoint because you can use more keywords and do so in a natural way.
Aim for posts that are at least 1500 words, and for some pieces of content upwards of 2000 words can be a good idea.
Try and mix up your content as far as length goes as well.
Be SEO Savvy
It’s always about SEO, and 2020 isn’t an exception.
When you’re thinking about SEO and your content, look for long-tail keywords that might have a lower search volume but also be less competitive and easier to rank for.
You also want to ensure that your writing tone is conversational because this makes it more likely you’ll show up in coveted featured snippets.
Add Author Bios
There’s been a lot of focus on Google’s E-A-T guidelines. E-A-T stands for expertise, authority, and trustworthiness. Google wants to serve content that meets all three and they’re increasingly rigorous in how they make those determinations.
You want high-quality, well-researched content, and you also want to ensure that you’re linking out to authority sites and citing your references.
You should also consider adding author bios with your content. This will show Google the credentials of your content creators and it will help improve your rankings.
Another way you can be more authoritative with your content is to post content backed by new research that’s compelling and isn’t found in a lot of other places.
Optimize for Voice Search
Regardless of the specifics of the content you’re creating, create it in a way that’s optimized for voice search.
Finally, not only does this help with smartphones and AI assistants like Alexa, but it helps you better frame your content around user intent. You’re working toward making content more conversational and natural and it’s a good way to ensure your content matches what your audience is looking for.