We’re always looking for ways to improve our SEO and content marketing. And while we all strive for organic growth, the truth is, in today’s world, that isn’t always possible. That’s something we need to accept and move on from. But if we can’t accept that some ideas and initiatives won’t be beneficial to our business, we risk alienating our audience – which could ultimately lead to our demise.
In a perfect world, we would all be able to enjoy organic growth and increase our traffic without having to resort to dubious tactics or hacks. But until then, it’s important that we learn to embrace and benefit from the reality that not all strategies will result in a favorable outcome. Specifically, with content marketing, it’s critical that we learn to embrace the hacks and tactics that can result in a better experience for our readers and helped us stand out from the competition.
The Importance Of Content Marketing
If we compare the top organic search results for the keyword ‘lawyer’ to those for ‘financial advisor,’ it’s clear that content marketing is critical for SEO success. In fact, according to HubSpot’s 2018 State of Inbound Marketing Report, over 90% of respondents declared that SEO and content are the most important elements of their marketing strategy.
Why is content marketing so important? Because customers are sifting through a million pieces of content every day – whether they’re reading an article or watching a slideshow – so it’s essential that we have engaged and compelling content to pull our strategies and tactics – and then convert those strategies into action.
The good news is that content marketing can be applied to any industry or niche. Which means you don’t necessarily need to be a lawyer to take advantage of this strategy.
How To Use Content Marketing To Stand Out
You can use content marketing to stand out from the crowd by offering value and being unique. You do this by creating compelling content that is both easy to understand and useful (and hopefully, interesting). When someone else has commissioned legal research or run a bank accounting for a client, you expose yourself to the potential for becoming an expert in those niches.
For example, the keyword ‘mortgage’ showed that more than 85% of the results were for real estate related websites. Similarly, the keyword ‘travel’ led to more travel-related websites than all combined keywords for ‘lawyer’ and ‘accountant.’
It’s easy to understand how someone searching for ‘mortgage’ would come across your website if you have commissioned legal research on the subject, while someone searching for ‘travel’ would see your site because it’s one of the main destinations offered by the airlines. Either way, you’re able to stand out from the competition and pull in some quality leads.
Tips For Creating Compelling Content
We can’t emphasize enough the value of a well-executed content marketing campaign. To stand out from the crowd, you need to create compelling content that is easy to understand and compelling. To do this, you need to consider the following tips:
1. Know Your Audience.
Who is your audience – and how do they use the Internet – especially when searching for information on your topic of insurance? What types of questions do they ask themselves and their loved ones about insurance and, ultimately, how does insurance affect their day-to-day lives?
Determining your audience will help you create content that is relevant to them, and subsequently, more likely to convert into leads.
2. Customize Content For Different Platforms.
Not all content is created equal, and this is especially true for e-commerce sites. In fact, Gazette, a marketing software used by over 50 million people, customizes content based on the platform – whether it’s a desktop, tablet, or mobile device.
So, if you’re writing an article on your website, it’s essential that you customize it for the audience – particularly if you want to stand out from the crowd. Take some time to read how others in your industry are approaching the topic, then, based on those best practices, customize your article – either by adding value or unique angles to the article, or both.
3. Build A Consistent Brand.
A brand is a trusted identity that extends beyond your product and into your company and all portions of your interior.
Building a brand doesn’t happen overnight, but you can start small by creating a trusted identity in your own community. For instance, if you are a lawyer and you establish a trusted identity in your local bar association, future clients will come to you because they know you can be trusted to provide quality legal advice. The more you do, the more you will achieve.
4. Generate Leads.
When someone comes across your website or reads your article, you’ve engaged them – and now you want to be able to pull them into action. The best way to do this is by providing them with value and converting that value into a lead.
Value is usually easy to provide and usually comes in the form of free legal research or a useful tip. Once you’ve established value in your initial communication with the lead, you can then convert the value into a sales opportunity with a useful calendaring tool (like HandyMail) or an in-house lawyer.