When determining whether to first focus attention on content marketing efforts or SEO, consider, instead, how you can effectively marry the two disciplines. They’re made for each other, after all. SEO complements content marketing strategies and vice versa. But there’s a process that should be put in place prior to beginning any digital marketing campaign. Recently, Julien Brandt (CEO of Organik SEO) and I spoke at a SEM San Diego event to describe and demystify this process. Here’s a four-step guide to a powerful content marketing and SEO campaign:
Step 1: Preparing for a Digital Marketing Campaign
Goals: you have to have them. To ensure that our digital marketing campaigns are actually achieving the marketing goals our clients set in place, we begin every campaign by creating a client persona document and a marketing pillars document. The client persona describes, in detail, the client’s/brand’s target audience. It includes basic information as well as personas that describe an ideal customer.
There are many versions of client personas. Organik SEO’s Client Persona (you can see a snapshot of it below) is approximately four pages long.
Organik SEO’s Client Persona
Additional Example of a Client Persona
Other client personas include images and descriptions of ideal customers. We also suggest asking the questions below to help guide the persona creation process.
Organik SEO’s Marketing Pillars
As mentioned, we also create a marketing pillars document prior to starting any digital marketing campaigns. This document is created after determining a client’s marketing goals and developing the personas. It divides marketing efforts into four themes (these can be more or less depending on your goals). These themes are used across SEO, social media and content marketing campaigns to bolster marketing goals.
Step 2: Developing Your Digital Marketing Campaign
Step two is the development stage. Now that you understand your target audience’s needs and you’ve clearly defined your marketing goals, it’s time to use that information to inform your SEO and content marketing campaign. We begin with keyword research. This allows you to understand the kinds of words you should be using in your content, social media, Adwords campaign, etc. Our favorite tools for keyword research include; SEM Rush, Moz, Soovle, KeywordTool.io and more. After you’ve completed keyword research, you can begin blogging. A blogging calendar, and this goes without saying, is a ‘must.’ Here’s a snapshot of Organik SEO’s blogging calendar:
Step 3: Measuring and Improving
This section could also be called, “Testing and Optimizing.” During this phase, it’s essential to test conversions and ensure that users are using your website in the intended manner – and coming back for more! Start with a simple tool like SiteMetrics to ensure that your website is properly optimized for search. Next, we like to use tools like Usability Hub’s ‘5 Second Test’ to determine if particular pages make sense to a users. We also employ A/B Testing using tools like Better Analytics and ensure that the website displays properly across all devices (you can use PlaceIt.com to do this). Remember, too, that any advertising you do (Facebook advertising, AdWords) can tell you a lot about the content and messaging that performs well and resonates with users.
Step 4: Amplification and Exposure
The next step after you’ve ensured that your content is resonating with your audience and your website is user-friendly is to create buzz and exposure for your brand. Posting your content to social media is the tip of the digital marketing iceberg: institute an influencer outreach campaign to really home in on delivering marketing results. We like to engage brands we love through our Companies That Care and our new Entrepreneur Series. The first series highlights a company we respect that’s doing good or innovating in a way we admire. We then post this information to social media and tag the company to show them that we’re already engaged and invested in their brand. The second series is an interview series in which we interview founders of companies that inspire us. Blog series are a great way to highlight businesses and influencers with whom you want to connect.
Consider, too, taking the next step with your social media efforts. Use Twitter’s expanded DM count to message businesses and people you want to bring into your circle. Do the same on Instagram. If you can, and if it makes sense, build a relationship with the company or person on social media before reaching out to them. And remember to always provide value first.
View the full presentation here:
If you found this information helpful, be sure to check out our post “Digital Marketing Tips to Help You Stay Sane.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!