Expectations of content marketers
Building content on your website is a never-ending work, as much as it takes to climb a mountain. Are you struggling to quantify content in your organization? Do you think when it comes down to dollars, it is hard to justify the impact content marketing has on your organization. Admit it, you are definitely not alone.
Nowadays, expectations of a content marketer’s expertise have inflated substantially compare to the past decade. Content marketers no longer have sole responsibility of blogging, posting articles, and composing email content. They are required to provide information and participate on social media accounts to interact with clients. By extension, content marketing now involves multiple formats of blog posts, whitepapers, social media, webinars, videos, podcasts, snaps, and other assorted formats. Marketers have evolved into masters of design, videography and among others some adhoc tasks in web development. The multiplicity of forms and channels means the content marketer is not limited to copywriting. They are multi-faceted in terms of operations and organization. Marketers need to be capable of project management, people management, technology evaluation, and data analysis. They are expected to take more of an active role working closely with the monitoring dashboard performance and improve ROI performance overtime.
What makes content valuable? How does it relate to ROI?
With a broad medium of channels, roles, sphere of influence, it is not easy to measure and define the KPI in content marketing. Although it is challenging to quantify the ROI on content marketing, content is a necessity for every industry. A website has no substance if it contains very few content. Afterall content is an asset that draws in traffic, optimizes search engine results, and delivers info to your prospects to bring them further into the sales cycle.
To maximize the ROI in content marketing, we recommend long form content to create the best outcome in the process of Search Engine Optimization. Google robot crawls through your text and analyzes it. The robot will then index the text. The algorithm Page Rank will then rank it and measure the importance of your web page by looking at links from other websites. If you are doing content marketing correctly, you will have many copies of content that contain keywords that your audience is looking for.
How does keywords work in SEO?
Ask yourself: Is the keyword relevant to your website? Will your prospects be able to find your website when they are searching for these keywords? Will the prospects search under this term to look for a certain financial reward or company goals? Will they be thrilled when they come across search result of your website with the searched keyword?
If it’s all “Yes” for these questions, you can proceed and include these keywords in your website.
Look up the term or phrase in Google & Bing Search Engines
Type in your keywords and take a close look at the search results. Are there advertisements running on top and the right side of the organic results? If so, having search ads indicates that the keyword has high value. And with multiple search ads above the organic results, means a valuable and lucrative keyword.
How can I test out the keywords?
If you keywords have not got ranked in the search engine results, simply buy a test campaign from Google Adwords or Bing AdCenter. You find out impressions and conversion rates over 200 – 300 clicks. This can help you see how well your site ranks using test traffic.
Determine the exact value of your key word
Assume your search ad generated 10,000 impressions in one day, of this 2000 visitors have come to your site. 60 have converted for a total profit of $1500. In this scenario, a single visitor for this keyword is worth $25 to your business. Those 10,000 impressions in one day could create a click-through-rate of 20% – 36% when your website is ranked #1 on search results. This would be 2000 to 3600 visits per day, at $25 each, or between 18.25 million and 32.85 million dollars per year. This is why understanding what keywords to use on your website is crucial. Good Search Engine Optimization practice drives the profitability of your business based on your keyword choices.
Benefit of Long Form Content
We are not surprise that search engine algorithm actually favors longer form content when it contains more relevant keywords that is similar or exactly matches the customer’s search query. These also adds value to your website by attracting quality traffic that is likely to convert into buying customers.