CONTENT STRATEGY AND SEO FROM NPS
What is a content strategy as it relates to your digital marketing efforts and search engine optimization (SEO) goals? Think of it as a framework that takes into consideration what you want to accomplish, what you need to reach your goals, and how to make the best use of the tools at your disposal. Most businesses have more opportunities to reach a diversity of prospects than they realize. All they need is a little help in making sure their message gets out to where it will be seen. Content strategy for the web puts all the essential bits and pieces of your digital marketing assets together: product and service information, answers to frequently asked questions, research data, blog topics, resources, solutions, messages, hashtags, keywords, and links. Everything you put out there should be working hand-in-hand to convey a consistent message and reach your business goals. Content strategy creates a structure for getting online with your brand and using all the tools at your disposal to get your message in front of your prospective customers and ahead of your competition.
A solid content strategy can make the most of every distribution channel available to you: websites, email, social media, video, news releases, referral (backlinks), and paid search. The content team at NPS can help with everything from creating content calendars that can plan out how to achieve your content goals to content development that catches the attention of search engines and prospective customers alike. And with the help of our extensive experience and powerful analytical tools, you'll be in better control of your brand’s digital marketing success.
HOW IT WORKS
If you've ever researched anything on Google before making a buying decision, you already know how it works. Prospective customers have questions. Product and service providers online have answers. Google Search brings them together, but it's quality content that bridges the gap. Content is what brings those prospective customers to your site, answering their questions, and helping them find what they’re looking for. To get their attention, you need to stand out from the crowd. That means search engine ranking.
Today, Google and other leading search engines use complex algorithms to return the best possible search results for their users, and the way your content is written and how your pages are optimized can have a huge impact on whether or not your site is one of those top results when a prospect searches for what you offer. Our content solutions can help you reach more potential customers and clients, build trust, create awareness for your brand, and generate valuable leads. Here’s how we do it…
RESEARCH & DISCOVERY
To build a content strategy, a framework needs to be created and it begins with research. We start by looking at existing pages on your website, checking your keyword footprint, doing research into competitors, and running software evaluations to ensure we know what your site is already doing well, and what you need to move forward.
GOAL SETTING & STRATEGY
Part of a good content strategy is giving prospects and search engines what they’re looking for, but another part is making sure everyone involved understands the goals for your website, blog, or social media messaging. That’s what we’ll discuss in our initial phone call as we begin to draft a strategy to help you reach your content goals.
One of the most important tools in executing a content strategy, the content calendar, lays out everything we’ve learned in research and discovery and how we’ll use that to reach your goals. Broken down by month, quarter, or year, we’ll look at what keywords, hashtags, links, and channels we’ll need to get you where you want to be with your digital marketing efforts.
The process of writing content begins with an outline based on what we’ve already learned. Then, we draft, revise, proofread, edit, and get your approval for everything we've written before putting on the finishing touches. Our goal is to make sure your message, voice, tone, and vocabulary make it to the page, so that your content is easy to understand.
REPORTING & REVIEW
Once the content is up, the job isn’t over yet. We also offer reporting and review services for those who want monthly updates on how their websites and other content solutions are performing. We’ll use data from Google Analytics, Google Adds, Social Media, Google Search Console, and other sources to let you know how your content is performing based on your goals.
TYPES OF CONTENT AND HOW THEY REACH AUDIENCES
Not all content is created equal—and we don’t just mean that some is better than others. Different channels and types of content reach different audiences at different points in their daily lives, and knowing which content will get your message across the way you want is key to reaching your business goals. From web pages and blogs to social media and press releases, each type of content can play an important role in delivering your message to prospective customers just when they need it most. The content team at NPS can help you make the most of every channel available to you.
WEB PAGE COPY
Your website is often at the heart of your content strategy—it’s both your online storefront and the location where your other online content or messaging will drive prospective customers for more information. This means that your web page copy should be the clearest and most essential form of your overall content messaging.
Blog articles help to add value to your website, both for prospective customers and search engines. For prospective customers, blog articles answer questions, inform, convince, and promote. For search engines, blog articles grow your page depth and keyword footprint. Blog articles are also more likely to be promoted through social channels where your followers can see and share them!
SOCIAL MEDIA POSTS
Getting the most out of your social media presence means understanding the “rules” employed by each social media platform, how each one is different, and how to fine-tune your messaging so that it generates the greatest visibility for your posts. The goal is to reach potential customers, start a conversation, and engage your target audience.
Email is another way of engaging with your audience, allowing you to reach existing clients from your email database with new offers and notices that will help keep them involved, and reaching out to prospects who have not yet made a buying decision with informational messages, special offers, informative blog articles, and more.
In a world of bite-size social media posts, it's easy to forget about the significance of long-form articles. Guest posts on business or association sites, especially, can help to establish your expertise in an area, build a deeper relationship with your audience, and establish their trust.
Often promoted the same way as blogs, case studies have a unique role in building relationships. Showcasing success stories that illustrate how your business has benefitted clients, these can highlight specific applications or uses for your service or product and show prospects how you can help them grow, improve, or solve problems.
A well-crafted press release provides an unparalleled opportunity to broadcast your message to thousands of websites and news aggregators across the internet. The key to a good press release is not just knowing what to say, it’s also knowing how to deliver that information in uncomplicated ways.
Not all content is written in words. Infographics are the best way to graphically present information or data, and they’re also a great way to capture a prospect’s attention. As a visual communication tool, infographics are often shared far and wide, expanding the reach of your message while providing prospective customers with something that feels immediately valuable to them.