How To Reach More Customers with SEO & Content Marketing

by Jim Frost

June 27, 2022

in Blog, Content Marketing, SEO

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Surely you’ve heard that good content leads to more backlinks (inbound links), which increase your authority on the web and improve your search engine rankings. But good content also helps you better understand your audience, build trust, and make connections. SEO, in turn, ensures that your content is noticed and can develop in your favor. Today we want to take a look with you at how to combine the best of content marketing and SEO and how you can use it to reach more customers than before.

Analyze Your Target Group

If you haven’t yet created buyer personas for your company, you should start now. Buyer personas take into account both the demographic and psychographic characteristics of your desired customer. The resulting profiles describe fairly precisely those people who are either already customers of your company or ideally should become customers. Google Analytics offers very good insights into the demographics and interests of people who have already interacted with your content.

Once you have identified your desired customers, you should observe their online behavior. Which social networks do you use the most? Do you tend to use mobile devices or a desktop browser to go online? What publications do they read, e.g. specialist magazines, and blogs? Who influences their thoughts and actions? Answering these questions will help you understand two key things:

What types of content you should create?
How you should share your content!

Brainstorming – Gather Ideas For Your Content

Search engine optimization (SEO) usually begins with keyword research: you want to find out which keywords are right for customers in your industry, which keywords have the most and least competition, and which keywords you have a chance of ranking with if so optimize your content. Of course, keywords still play an important role. However, a better SEO strategy is to start with the user and then move on to the keywords. The right mix of SEO and content marketing means putting the user first.

Create Content That Gets Shared

Think about what content you could create and why people share content online.

Here are a few possible reasons:

To promote a sense of community
To reinforce an existing opinion
To refute an argument that contradicts conventional wisdom
To start or revive a discussion
In order to improve one’s own chances/prospects (e.g. through advertising, sales promotion)
To make the person sharing the content look “smart”.
To evoke certain feelings

Take A Good Look At Your Competitors

After you’ve compiled a list of content creation ideas, take a look at your competitors’ content. Pay particular attention to the following points:

Is there similar content that is really well done?
Is there similar content that you would say you do better?
Where haven’t your competitors placed any content yet? Can you create and publish “fresh” content there?
Who is promoting your competitors’ content and on which platforms is this happening?
With which keywords does the content of your competitors rank particularly well?

Develop A Believable Story

It is important that you make it clear who you are and what your company stands for. To do this, you should use similar phrases (i.e. keywords) both in the on-page and the off-page area. Keywords are intended to reflect the specific search queries of your target customers and they are crucial for search engines to understand the unique selling point (USP) of your company. There are several ways to develop your keywords:

Google Ads Keyword Tool
Suggestions from Google search
Google Trends
Google Search Console
Long-tail tools such as Ubersuggest
WordStream Keyword Tool

Once you have a collection of possible keywords, you should examine which pages are ranking for those keywords and how competitive each keyword phrase is. When creating content, we recommend that you use the most promising keywords from your collection.

Publish Your Content

If you create content that leads to mediocre, poorly optimized websites or landing pages, it will hardly convince your potential visitors. Therefore, optimize your website for your new keywords and ensure that each of your pages is attractive to visitors, has short loading times, and has easy navigation. To increase traffic to your site, we recommend that you optimize all page titles, headlines, Meta descriptions, and URLs for your keywords (and thus for a higher click-through rate).

Also Read: How Your Content Is Found On The Web (Learn SEO Basics)

Improve Off-Page SEO Factors

Take another look at your buyer personas and their online behavior. Publish or share your content where your target group will find it and ideally place backlinks to your content:

Social networks: If your company is not already active on the network that your customers prefer, you should change it.

Websites that interest your customers: Publish your content not only on your own website but also wherever your target group is on the Internet.

Influencers: You can find influencers who can spread your content further.

Evaluate Your Results

Check your SEO and content marketing successes at regular intervals. What worked well? Where does fine-tuning still need to be done? You should ask yourself these and similar questions in relation to the keywords used, your social media strategy, and all publications that bring traffic to your website.

Remember: Sharing your content and backlinks gives you the authority you need on the web, while targeted keyword optimization ensures a uniform perception of your company on the web. If you use your content marketing for SEO optimization and if you use SEO at the same time to get your content to the right audience, then your ranking will continuously improve.

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Jim Frost

Jim Frost is an experienced content writer with a decade-long experience in helping businesses grow. He has written multiple articles on topics such as business, finance, technology, marketing, and more.