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
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]
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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