Great content spurs organic traffic ahead of social media

Great content spurs organic traffic ahead of social media

Our organic traffic is more than twice that of social media. That has been true for the past year at YO! Marketing. It wasn’t the case when we first started; social media was our main platform to push our brand name into the public domain. It took time to get organic search to our website. Organic search keeps growing, and it shows that we create content that our target audience is actively searching for. Our experience matches recent research on the increasing role of search over social media for web traffic.

Data shows the shift towards organic traffic

Perhaps one of the most exciting things about digital marketing is the constantly changing environment. Since 2013, social media held the lead as a referrer of web traffic and many said that position was cemented for the next decade.

However, in 2017, there was a significant shift in traffic patterns. The top six search engines drove 34.8% of measured site visits, in comparison to 25.6% for the top 13 social networks. There is now an even stronger shift for web publishers to publish good quality content.

Unsurprisingly, the top search engine in terms of share of visits is still Google. Google accounted for more than 97% of search-referred visits during the second half of 2017.

A recent study from a Demand Gen Report showed that for the majority of B2B marketers, email (59%), search (56%) and websites (51%) are the most effective channels in driving early-stage engagement. Social Media (44%) was somewhat lower on the list. 50% of people said that direct search was the go-to channel for lead generation.

Therefore, it appears that search engines are now being used more to search for content directly. There has never been more important to create relevant content with SEO in mind.

The growing role of great content

The search for relevant content drives online users to websites. Picture this: a visitor lands on your website after searching for cybersecurity training. The crucial factor is whether they find what they need on your website. This is the role of content: To provide relevant information to your target customer in a timely manner.

Content marketing is highly valued in the digital marketing industry. It has grown significantly in the last 5 years. One study reveals that content marketing will be a $300 billion industry by 2019 if investment continues at the same level. This graph shows the increasing interest in content marketing as a search term. Its acceleration is most evident from 2012 onwards.

But how do you create great content?

First, focus on what you are writing about. The aim is to key to make your audience happy by providing content that they want to read. If you do this, you and your business will soon be regarded as authorities in your industry. Before you write, consider:

  • What makes this story stand out from the rest
  • How can I give this a positive message or angle

To nail this, you need a content strategy. Ask questions like:

  • Who is this content for?
  • What problem am I trying to solve?
  • Which keywords and phrases do my audience use to find information?
  • Which topics do I need to cover to create valuable content?

Assessing your content with six simple steps

The idea behind assessing your content is simple: Outline a set of steps for every blog post and tick them off as you go along. The aim is to do every step each time you publish a post to leverage organic traffic sources. Once you have a content strategy that details the topics and a content plan, take the following six steps:

  1. Find a keyword with high SEO potential: You want your audience to be able to search and find your content when they need it. The right keyword will assist in creating content optimised for search engines. Consider using tools such as Mozbar keyword explorer or Google Keyword Planner. It estimates the volume of search traffic for any keyword and offers suggestions.
  2. Research some of your top competitors’ posts for your keyword: Once you have decided on a keyword, head to Google to search for your term. Choose a few of the top 10 ranked posts. Look for similarities and gaps where your content can come out on top and add more value.
  3. Ensure your content motivates action: Create content that contains measurable data to back up your facts, step-by-step guidance and a path to action. After all, if your content helps the reader they are likely to come back for more!
  4. Create and share a content upgrade: Content upgrades can be downloadable Excel templates, PDFs, or e-books – simply anything that helps your audience put your content into work. Try upgrading your best performing content.

 

PRO TIP: To find your most popular content via Google analytics, go to Behaviour>Site Content>All Pages

 

    1. Craft a single call to action (CTA): Keep in mind that each piece of content should have one call to action which reveals a clear next step for your audience to follow. Whether it’s to sign up for your email list or a trial of your product, the key thing is to only have one call to action, as any more will confuse your readers and might cause them not to take any action at all!
    2. Design Compelling Visuals: High-quality visuals help differentiate your content from the competition and provide an opportunity to illustrate complex information in a simple and easy-to-understand visual. Tools like Canva are extremely useful – you don’t need to be a graphic designer!
Download our Content Strategy Workbook

 

YO! Marketing Presents Machine Learning in Marketing at the Scottish Knowledge Exchange Awards

YO! Marketing Presents Machine Learning in Marketing at the Scottish Knowledge Exchange Awards

The Scottish Knowledge Exchange Awards 2018 held in Edinburgh on February 22nd.  We presented the work we did on machine learning in marketing with Abertay University, Dundee. The audience gave us great feedback and some things to think about going forward. What problem are we trying to solve and how can we use machine learning in marketing as a solution?

Presenting YO! Marketing and Abertay University at the Scottish Knowledge Exchange Awards 2018 Machine Learning in Marketing

What marketing challenges do SMEs have?

Most companies know that marketing has some impact on their business performance. But very few know the marketing activities have the most impact. The result is usually one of two extremes. Either the company spends on as many marketing activities as possible or they conclude that they don’t need marketing after all. Therefore, the challenges are two-fold: What works for my business? How do I prioritise these activities based on a tight budget?

What solution did YO! Marketing propose?

Machine learning in marketing is not widely used yet. It is a newish and exciting way of learning from the past and in real-time. We collaborated with Abertay University to device a model that could identify patterns in data in a supervised way. Using experience and data gathered from 35 companies, we identified critical relationships in the data that could predict the impact (or ROI) of specific marketing activities on overall business outcomes. This means that SMEs can quickly discover what is working to grow their business and focus marketing investment on that. They optimise how they allocate resources and time, and make effective use of a limited budget.  Did our solution work?

Was Machine Learning in Marketing a Good Idea?

Abertay University has extensive in cyber-security and data analytics. By working with one of its lecturers, Dr Xavier Bellekens, we combined our marketing experience with machine learning expertise. That was a great idea with many benefits.

We successfully built a model that works, an achievement that is a first in our industry. However, we are limited by data. For a model like this to provide the cutting-edge capabilities that we envisage, we need lots of data. Our current model is a start, and we have a handful of companies working with us to gather more data.   If you are interested in what we have built and you would like to support us, contact us for an informal chat.

Seven Standout Ways To Be A More Successful Business

Seven Standout Ways To Be A More Successful Business

We’d like to welcome Mike Alawi to our team. He joined us last month as Marketing Project Executive. Here is a blog that he put together for you. Who else wants to be a more successful business? We know we do!

1. Provide outstanding customer service

To excel in customer service, you and your staff need to know the ins and outs of your product or service. You should know common questions that your customers ask and how to respond competently and effectively. Staff training in this area is important. Listen and be responsive. Ask for feedback, ensuring that you use feedback positively. Identify areas for improvement and make specific changes in your business. Let your customers know that you implemented their suggestions and/or acted on feedback.   I recently read an article about a Starbucks customer that called into the company’s corporate offices after a mix up with a branch. Instead of simply giving him a refund, the customer service representative told Jason that they needed to “make him whole and give him an experience nothing short of fantastic.” They then filled his rewards card with $50 of store credit. Way to go Starbucks!

2. Help your customers do their jobs better

Content marketing provides B2B customers with handy information which can assist in their organisation’s day to day tasks. Companies that write regularly have seen up to 3X more website traffic and 4.5X more sales leads. There is increased brand reach that creates long-term business relationships, which could generate more sales leads for your company. The more consistently high quality content you offer your audience, the more likely they are to return to your site as a trusted source. Ericsson, a multinational networking and telecommunications company, provided 5 life hacks for working in the corporate world on the blog section of their website.

3. Create more than one price point

It’s a good idea to test different pricing brackets. Let’s say you offer three prices for different levels of a product or service. One priced low, another with all the bells and whistles, and a mid-market price. This range widens the reach of your audience and opens a gateway to new customers, or a premium price on the other end of the scale for those who want the full package. Amazon nailed this strategy with their shipping options. They offer express next day delivery for £4.49, standard 3-day delivery for £1.99 or free no rush delivery in 3-5 days. Each price is aimed at customers with different requirements, expectations and budgets.

4. Be the first to inform your customers of new trends

Everyone wants to be kept in the loop with latest trends. Being first to inform your customers of new trends will increase your credibility as a source of relevant, up-to-date information. It attracts more potential customers to your online and offline channels and results in a positive impression of your brand. People will then regularly look to you for new content making you stand out from the crowd as a successful business.

5. Give your brand a human face by having conversations

Giving your brand a personality that people can relate to allows you to reach more people effectively. Talk about your products, talk about your industry and latest trends. People appreciate content that engages with their interests and makes them feel at ease with a brand. Grüum, a company that specialises in custom shaving kits tell their brand story well. They write about how four friends from Manchester decide to quit their jobs, invest their savings and take on a multi-billion dollar industry. When you buy from Grüum, your first purchase comes with a small note from the founders themselves thanking you for your purchase.

6. Develop multiple ways to get in touch with you

In addition to picking up the phone, maximise the use of multiple channels such as social media, chatbots and events to provide potential customers with more touchpoints with your business. You will also reach a wider audience. Use your website as a hub but engage with your target audience on relevant social media platforms, through networking and selected events.

7. Focus on being the best at the ONE thing that really matters to your target market

Whatever you specialise in, ensure that you can be the best at it so that your stand out from your competitors. It could be your customer service, your cutting edge technology, your flexible pricing or the great events that you host. It might even be your deliberate and continued support for your local community.  Being fantastic is one aspect of your service gives you a distinct competitive advantage that becomes difficult for others to copy.   These are just some of the ways that you could build a better, more successful business that you can be proud of.

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