How to use content marketing to grow your business

Making a website for your business is a great start for making your brand visible online. But it’s just that. A start.

Truly improving your visibility to your target audience online involves content marketing. This is the strategy of creating and sharing useful, informative or entertaining content that is relevant to your target audience’s areas of interest. The goal is to bring them to your site with this content and to continue guiding them down the sales funnel toward making a conversion decisions.

Use content to address your audience’s questions

One of the first steps to using content marketing to grow your business is to consider the questions your audience is asking. What problems do they face? What are their biggest challenges? What types of products or services can help them address their challenges?

Use these questions to create profiles or personas of the types of people you create content for to help ensure that your content is helpful and useful for your target audience.

Create content for different stages of the buyer journey

Not everyone in your target audience is looking for the same answers online. Your target audience is at various stages of the conversion journey, and you need content that can help them where they are to help them move to the next stage.

For example, if your business sells desk chairs, an article like “How a better chair can help reduce back pain” can be a good article for someone at the beginning of the buyer journey. However, someone who is already past this stage and is moving toward making a conversion decision may need something more direct and informative, like “Top affordable chairs for reducing lower back pain at work.”

See the difference? Both articles are useful for your target audience, but each operates to serve users on a different level of the buyer journey who have different questions they need answered.

Optimize your content

You may write amazing articles, but if they don’t make use of high-performance keywords and other search engine optimization (SEO) elements, your audience may never see them.

Research keywords that are relevant to your industry and your audience’s areas of interest. Use these in your content to improve your chances of higher visibility in search engine results pages (SERPs).

Keywords should never be overstuffed throughout your content. A keyword density of 1% to 2% of your total word count should be sufficient. Higher densities could end up resulting in your page being flagged as spam.

Please note, using high-performance keywords in your content is not a substitute for good content. Both go hand in hand when it comes to ranking well in SERPs and attracting visitors.

Share your content on social media

Some members of your target audience may not think to search for the type of content you’re writing, but it’s still useful to them. You can share content you produce for your website on your social media channels, so your followers who otherwise may have not found the content in a search engine can engage with it.

Want to attract new visitors to your website? Burg & Co. can help

Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at Burg & Co.

Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.

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