There is more to content marketing than researching, writing, and publishing the finished articles on a blog or website. Although the writing process is indeed a significant part of content marketing, for without content generation there will be no excellent content to market in the first place, there is still a second stage wherein significant optimization work is involved.
What Comes Next After Writing
Content marketing is basically generating new content and sending them out to places where they can be seen and appreciated the most. Instead of merely telling others what a credible source of information a website is, the content it produces actually displays that fact for all to see and judge. Having accomplished that, the next thing would then be to market the content to the most appropriate locations.
Before distributing the content through the Web though, you have to secure the following elements to make content marketing for SEO all the more successful:
1. Keywords – There must be important keywords and key phrases (ones the website is trying to rank in) inserted within the text. Through them, search engine users will be able to find the articles wherever they may be published. The goal is to satisfy the readers and impress them so that they will take it upon themselves to look for more articles from the writer, and to click on the hyperlinks embedded in the content—and one of those links would lead back to your website.
2. Backlinks – As indicated in the item above, it would be ideal if there are links leading back to your site on the articles you send out for marketing. As others put it, content marketing is actually link building. This is a case-to-case basis though because there may be article and content directories that won’t permit hyperlinks. If and when they are allowed, take advantage of the opportunity to gain more links for your site.
Here are additional tips too:
- Link to internal pages in your website that are related to the topics discussed in each article. Avoid creating too many backlinks leading to your home page because that’s not very good in the eyes of Google (especially now that the search engine is perfecting the Penguin).
- Use relevant keywords as anchor texts for your internal links.
3. Quality and Informational Value – Since the goal is to be admitted in high-quality content directory sites, your content must also meet their high standards. Aside from the directory site, you also need to impress the readers and earn their respect. When nobody reads your articles long enough to reach the anchor texts with hyperlinks, that greatly diminishes the effectiveness of your content marketing campaign.
4. Marketing Value – The most important purpose of content for marketing is to put readers through the first stages of conversion, ultimately ending with them becoming profitable leads. In order to do that, the content must be all at once interesting, entertaining, informative, encouraging, and empowering. These are the qualities that urge leads to go through the conversion funnel.
Now we’ve come to the things that must be done after writing an article or articles, for that matter.
It’s a good idea to diversify the type of content you are marketing. Articles are simply the most basic type. Photos, videos, and audio clips are also forms of content that can be marketed across the web.
How does one diversify? You can take your article and summarize its contents enough to fit into slides. You can then submit a PowerPoint presentation version of your article in directories like SlideShare.net. You can even compile the slides into videos and market them as training videos (some even make money from selling these types of videos), or upload them to YouTube and other video sharing website. Another option is to extract the most important bits of information from your article and use them as text for infographics.
There are so many ways to diversify content and present information in different media forms. Be creative and just think of different ways to present the information relayed in your articles.
2. Content Syndication
To spread your content all over the Web, you can either send them out to directories and blogs, or let other blogs and websites take them of their volition. Syndicating content is giving permission to other websites to publish your original articles.
The advantage here is that although other websites will benefit a lot from this arrangement (assuming that your articles are truly high-quality), the source also gets to reaps the advantage of publicity. In exchange for using your content, other websites have to come to agree on giving you credit as the writer and original source. This is what’s usually done with infographics that are posted around blogs and websites.
The most common method for syndicating content is through RSS feeds. If you hold a newsletter service, provide snippets or sneak-peeks of the articles in the newsletter plus links to where the complete article/infographic/video may be found.
Guest posting is also considered a form of content syndication. There is a more formal introduction and acknowledgement of you as the original source of the content, plus possibly a brief author profile that will of course contain links back to your website or author profile page. It’s less likely to annoy readers who don’t like being baited into clicking on links because all hyperlinks are affixed at the author’s profile information.
3. Social Media Marketing
Content directories are not the only places where you can distribute optimized content. You can also use your social media accounts spread your content. The key is to look for circles, fan pages, and groups that can appreciate the topics covered in your articles and other content. Start from there and see your content be shared and recommended among people with similar interests. Note that quality and entertainment factor are directly proportional to how far the content can go through the social vine.
Surely you can come up with many other ways to market content. Just remember that your content itself should be of excellent quality, and that the websites, blogs, and directories where you send them also hold excellent reputations and Page Ranks.