The focus of most bloggers in today’s digital marketing setup is to identify ways to always get high search rankings. This escalation of attention on search engine rankings has not necessarily come with the sacrifice of quality content. Some blogs with high search rankings really do have quality content which is engaging and informative at the same time.
However, the fault here is in the nature of the approach and not the results. Focusing solely on high search rankings and not on readability and quality is counterproductive in the end for bloggers who depend on positive website statistics to increase organic traffic.
Content marketing is a solution to the heightened focus on search rankings. Both quality and search rankings have to go hand-in-hand for the long term success of a blog. Content marketing is the technique which makes sure both these factors are met by establishing a strong inter-dependency between the two.
The rise of content marketing has been common across the board. From seasoned professionals at MNCs to students at a digital marketing course in Delhi, all associated with online marketing have come to understand content marketing as a necessary part of the field.
In this article, we discuss how content marketing can be made to work for bloggers and bring a balance in approach.
Thinking Creatively About Keywords
Keywords are considered the lifeblood of content. The eyes of search engines, keywords help bloggers rank their content on search results. In most cases, bloggers view keywords as a tool to aggressively pursue high search ranking. While part of this is true, taking a hardline approach to spewing keywords all over content is a wrong practice.
In any given content, the occurrence of keywords should seem natural and within a given context. Many bloggers forcefully place keywords in a piece of content to meet an arbitrary keyword density requirement.
The very principle of content marketing is to strip away such arbitrary metrics and focusing on making content natural and informative. The occurrence of keywords should be natural and unprovoked, making it easier for readers to grasp the message of the content in question. Thus, keywords should only be used in content when the context in which they appear is suitable.
Taking Content Marketing to Social Media
Social media can be used as a massive resource to generate organic traffic and engagement. Many bloggers though do not consider social media a genuine source. The abstract nature of social media is partly the reason why most bloggers do not heavily rely on social media. It is, for this reason, the rush for search rankings is increased further.
When done with a guiding strategy behind it, social media can be gamed to increase organic traffic many fold and reduce the burden on search engine traffic to drive overall site visitors.
Social media at its core is also a content-driven channel. Each interaction, be it a small tweet or an Instagram post is essentially a content-driven exercise. These small interactions driven by content can be optimized for higher engagement with the help of content marketing.
By tailoring the social media content to drive engagement, bloggers can ensure two things. First, bloggers open up a new channel of organic traffic going back to their website. Second, bloggers can use social media for branding their content and blog, creating a long-term legacy for their website.
About Gaurav Heera
Gaurav Heera is a digital marketing trainer and writer with many years of experience in the field. He often writes guest posts for Delhi Courses, known as best digital marketing institute in Delhi.
