Why Your Business Won't Survive without Content Marketing

Originally posted on March 29, 2016; Updated on May 13, 2022

Today's consumers are not only using the Internet to search for products, they’re searching for answers to questions and seeking solutions to problems. Where they find the answers they are looking for, they are more inclined to become customers. If you are not using content marketing as part of your search engine optimization strategy and advertising efforts for your Edmonton business, you will be left behind your competition. Call us today to learn more.

Making the Case for Content

Since people have been relying on the Internet to solve problems, search engine optimization has been clearly tied to content. The rapid changes in search engine algorithms you've likely heard about were done with better quality content in mind, including natural language usage of keywords rather than the old practice of "keyword stuffing" (randomly fitting as many keywords as possible on pages) and also allowing long-tail keywords, or short phrases that people are likely to use to find answers when searching. If you create content that is keyword rich, solves problems your potential customers may have and make your business sound like an expert on what you are promoting, you are greatly improving your ability to be found by people who need your product or service.

Everyone Else is Doing It

Normally, that wouldn't be a good reason to do anything, however, in this case if you aren't doing it too, your website won't get found when people search for your products and services. The key here is not only to do it, but to do it better. Your content should not be about how your product or service outperforms everyone else's; rather, your content should address issues that are real to your potential customers and provide them with answers they believe in.

How to Do it Better

As part of your content marketing strategy, review your customer base and determine who you should be addressing with your content. Develop personas that represent your typical best customer and write in a manner they read and understand. Make sure it appeals to that type of person in tone and the level of comprehension. Make it fun where possible and appropriate.

The second portion of doing it better relates to search engine optimization and keywords. Refer back to your keyword research and develop content where those words can be used without seeming obvious. They have to seem natural and relevant.

How to Do it Best

Showcasing your expertise, authoritativeness, and trustworthiness in will get your target audience to E-A-T up your content. When you provide content that accurately answers the questions your audience have without obviously trying to sell them something, you build a sense of trust in your brand, and establish yourself as an authority in your industry. When you have content that is helpful and people have trust in, they’ll come back for more, and traffic to your website will increase.

Hungry for More?

Bring customers in by helping them first and watch your organic traffic grow. Content marketing is an inbound marketing strategy that your business should not overlook. Call Smart WSI Marketing today for help developing a content marketing plan and to see how it fits into your overall digital marketing strategy.

Lynne Motkoski, Digital Marketing Strategist

Specialty: Digital Marketing Strategies
Education: MA Communications & Technology, BComm [U Alberta]
Author: The Online Marketing Handbook for Busy Entrepreneurs (coming soon)

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Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.

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