Standing at the Intersection of Content, Data & SEO
BY: MEGAN TOTKA ON MONDAY, JANUARY 04, 2016
Traditional advertising is dead. Marketers have known this for a while now and have adapted new techniques for reaching their target audience in engaging and meaningful ways. But oftentimes these tactics don’t mix well; either there’s too much focus on content and not enough on SEO, or vice versa. Add the fact that they have a new baby brother named Data and modern marketing seems more complex than ever. So how can you incorporate these three marketing techniques into your campaign without overloading yourself and your audience?
The first step is to infuse data into your content marketing campaign. Data is a compelling way to get your customers interested in your subject matter. However, many companies and organizations who make use of this remarkable tool make the mistake of regurgitating old news. If someone has seen the information somewhere else, they’re not going to be interested when they hear it from you. Come up with your own data, or incorporate proven facts with a unique flair.
If you think this isn’t relevant to your industry, think again. Say, for instance, that you own a flooring company. You might poll your customers and find their most common reasons for replacing or repairing their floor. Maybe it’s due to damage from pets and children, or maybe they want a new look for their living space. This simple data may get your prospective customers thinking, particularly if you present it in an infographic or shareable image.
You can share your data-driven content via social media or on your company’s blog. However, how you share it is just as important as where you share it. Don’t forget to get your SEO on while producing your data-rich content.
Adding SEO to the Mix
There are dozens (if not hundreds) of tips to mastering SEO, from link-building to directory placements, and we aren’t going to cover all of them here. Instead, here are a few of the highlights that will mesh well with your content marketing.
·Get your meta description right. Your meta description is the little blurb just beneath your search result. Don’t let search engines automatically pull this description; oftentimes it winds up looking like nonsense, and this can be the fastest way to lose your audience. Instead, write your own meaningful description between 150-160 characters, and be sure to tie in your interesting data. Something like “Wanna know the most popular ice cream flavors in NYC?” is more likely to pull your readers in than a generic blurb.
·Don’t abuse your keywords. Now, we’re not just talking about keyword stuffing here. We’re talking about making sense with your keywords. If “ice cream New York” is your keyword, don’t just splash it all over your content and expect no one to notice. Sure, you have to appease the GoogleBot, but your #1 priority should be your human readers. And they’ll know when you’re capitalizing on your keywords. A good rule of thumb: write the way you speak.
Blending together SEO, data, and content marketing can be difficult, but if you’re careful not to neglect any of these three areas of online marketing, you’re sure to avoid mistakes and have a winning campaign.
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