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Weekly Content Marketing Trends April 4th, 2022
Well, that was fast! Q1 of 2022 is in the books, and now it's time to decide on the magic you're making with content marketing in Q2. Remember: Revisit your goals. How do they align with your mission, vision, and value? Do you need to make adjustments?
Once your goals are established, it's time to take a look at those all-important analytics. The numbers always tell a story about where you're rocking it and where there's room to improve.
This week, we're stepping away from bite-size trends and deep-diving into compelling examples of the power of content marketing done right. First, we'll look at how search engine optimization (SEO) is still relevant and has powerful capabilities to expand your business' bottom line by investigating an independent company that's doing SEO right.
Next, it's all about user experience. If SEO gets you in front of the right people (your target audience), what happens after that? You'll want to optimize customer experience so you can convert that target audience into loyal, repeat buyers.
And that's how we're going to rock into Q2 2022!
Quick Links
SEO Case Study: How a Small Company Toppled Billion-dollar Beauty Brands
SEO Review
Before digging into the Byrdie case study, let's review what SEO is and why it's important.
SEO, or search engine optimization, refers to strategies that allow your website pages, blog posts, or social media platforms to show up when people search for your product or service. The better optimized you are, the higher up you'll appear in the SERPs (search engine result pages), increasing the chances that the person searching for you will click on your site. Keep in mind that SEO refers to organic search results, not paid advertising. In other words, SEO does not cost advertising dollars, but it does take time.
SEO Case Study: Byrdie.com
Byrdie currently dominates several sectors of SEO, but first, let's learn what Byrdie is. Byrdie is a website whose business model is driven primarily by affiliate marketing. The company doesn't offer any products or services of their own; instead, they drive high-quality traffic to their website, sell other brands' products, and earn a percentage of everything they sell.
Why Marketers Should Pay Attention To This SEO Strategy
According to Terakeet, Byrdie's SEO-related stats are impressive:
- 88.9% of their traffic is from organic search
- Their top 250 posts generate 42.4% of their organic traffic
These numbers are for market share in the beauty market sector, a highly competitive industry with large, worldwide corporations who have been around much, much longer.
So what's Byrdie's "secret" to dominating the SERPs?
Focus on high-quality, long-form content. Content marketing is all about developing relationships with readers. Publishing content that's in service to readers and solves their problems is the key to building those relationships. The reward? Make it so useful and compelling that readers not only become loyal followers and potential buyers, but also share your content, which improves SEO and increases your reach.
However, there are other elements of Byrdie's SEO strategy that can be incorporated into any website strategy:
- Well-organized website structure
- Clear categories and sub-categories
- Flat URL structure
- Breadcrumbs
- Internal links
- Topic clusters
- Long-form content
- Content contributor credentials
- Trustworthy source citations
You can read the complete case study and learn more about strategies you can apply to your own SEO here.
How To Optimize Your Customer Experience
Imagine your SEO strategy taking off. Your organic visitor rate is skyrocketing. You've done your homework, hired experts, and consistently published high-value content.
But your revenue isn't growing.
What gives?
Content marketing is a multi-faceted machine, and drawing in visitors is only one element. Imagine you're searching for the best spa in your city, and you click on the top search result. You explore the website, but you can't find a menu of services. On top of that, it's difficult to find contact information, and there are no customer reviews or information about the spa technicians. Naturally, you hit that back button and move right on to the next result.
This is an example of a poor online customer experience.
An emerging "must" in content marketing is developing your customer experience strategy. Here are a few tips on optimizing your digital corner of the universe so visitors will want to learn more, take action, and recommend you to other potential buyers.
- Meeting your customer where they're at: Where does your target audience hang out online?
- Personalized experience based on your customer's persona profiles
- Expansion and growth of customer satisfaction teams
- Chatbots, self-service, and 24/7 service
- Mobile experience optimization
- Customer appreciation
You don't have to implement every trend, but you should start thinking about how to stand out among your competitors to create an experience your customers will appreciate and share with others.
Taking Action
Are you ready to enlist the help of content marketing experts obsessed with creating high-value content that will keep your audience hungry for more? Are you ready to give Byrdie a run for their money in their SEO performance? Would you like some help strategizing and structuring your customer experience?
Scripted has an extensive database of fully-vetted content geeks who live, eat, and breathe all things content and SEO. If you're ready to see what expert help can do for your audience (and revenue) growth, start a free 30-day trial today and discover if Scripted services are right for you.
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