Page 22 - Digital Marketing Resource Book

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marketing and can help you target the top long-tail keywords in order to target your content to
what is relevant to your business. You can use free tools like Google Adwords Keyword Planner
tool or Google Trends’ Hot Searches so as to create content around highly searched topics.

2. Strategy

Do not forget to build your strategy. Define your objectives (brand awareness, increased traffic
or SERP results), your existing and potential audience (check your followers on social media,
who opens your email etc) and analyze all the available data. Only when you have all these
done, you will be able to put together texts and visuals and create a high-quality content with a
clear call to action so as to then be rewarded with a higher PageRank.

3. Track results

You can measure all the components of Content Marketing via Google Analytics and check
mainly the Referral Traffic. The social media channels and Mailchimp also give you the
opportunity to track your content marketing campaigns and actions. The best way to
understand what’s working with your actions is to track and analyze key metrics. You can also
work on CRO (Conversion Rate Optimization) by realizing tests and turning impressions into
clicks.

To sum up

According to a recent AdWeek article, effective content must meet the 3 following conditions:

1. contain engaging and compelling storytelling

2. be related to the audience

3. trigger response/action.

By creating a synergy of content marketing and search engine optimization (SEO) you will boost
your links, shares and other signals in search engines that will increase your overall ranking. And
remember…

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett.

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Digital Marketing Resource Book