Content Ideas to Boost Organic Visibility
Get inspired by practical content ideas that will make your business relevant to your online consumer’s searching needs to boost your organic visibility.
What was the most recent question you’ve asked someone?
Do you remember their answer?
If it didn’t make you question their sanity, the response was probably a product of a specific psychological process based on relevance, context and significance: answering the who, what, when, where and how you asked it. With that kind of complexity, it’s a miracle we can answer even a single question.
Of course, this same psychological process is just as relevant in the online consumer’s journey and in the complex algorithms associated with the Google search. That’s why, before establishing a marketing plan for a new client, we position ourselves as the user and consumer, looking for search queries relevant to their markets.
The content on your website and social platforms is so closely related to developing answers to your customer’s questions that we’ve come up with a list of content ideas to help improve your organic visibility and social engagement.
Provide Answers for Related Information
People who view content that answers questions in the same realm as your products or services may not be searching for what you offer at the moment they land on your site; however, general research generates leads at the top of the conversion funnel.
For example, keyword research during the development of a website for a resort may reveal visitors searching for activities and events in the area. In response, you may develop a directory of frequently updated local events and activities on your site.
In the case of Whistler Blackcomb Resort, their event calendar includes both events hosted by the resort and those sponsored within the surrounding community. The site itself is a directory containing a nuanced sales pitch (i.e. attend the Tough Mudder at Whistler but experience the convenience of accommodations on site).
Develop Videos for Credibility
Based on keyword research, you can also develop videos for an almost unlimited number of topics and purposes including company, product or service overviews, instructions, testimonials, how-tos, seminar previews, or introductory segments from the professionals with whom customers might engage. The nature of videos is to provide access into the voice and character of a business, so if done well, videos placed on client websites typically improve conversions.
When we talk about organic visibility, we’re undoubtedly talking about website content, but with brands like Facebook scaling back the level of organic reach that posts can achieve, we’re also talking about social engagement. Videos are almost always a means to improve reach, and the “snackable” nature of short-form videos like those on Vine, are highly effective in drawing traffic organically.
Answer Questions with Explanations (i.e. Blog)
This should be a no brainer. But it deserves mentioning. Nowadays, the defining line between blog posts and formal articles is fast fading, but they both serve a clear purpose: answer the questions being asked by your customers.
Perhaps if you’re a digital marketing company like us, addressing issues related to Google Shopping campaigns, a blog post can serve to provide professional tips to business owners who independently manage their marketing.
Of course, blog posts also serve a nuanced role in the marketing of the business itself. Educate the consumer. Answer questions. Provide resources. But above all, prove your credibility and value. A reader’s decision to outsource specific services is typically based on the belief that the professional is better able to increase return on investment.
When you create a unique blog post, you also have an opportunity to market it – an additional content strategy focusing on hosting articles on a website/blog or marketing your own to various web venues.
Stay Relevant with Web Press Releases and Emails
Once upon a time, the emailed newsletter with updated company information was an effective follow-up tactic. But the format stalled in 2005. Now we blog in such a format that enables instant feedback, sharing, and potentially massive organic reach. The emailed newsletter received perhaps a dozen forwards and felt like it was written in a vacuum, unlike social media where one share on Facebook or Twitter exposes you to hundreds or thousands.
Yet the ultimate publishing platform is a combination of both blogging and email (sans newsletter). Thinking of which questions need answering in your market, consider offering the option to only subscribe to your blog via email. Instead of spam and clusters of advertisements, an email can concisely notify subscribers of new blog posts, provide a simple preview, and contain a link.
To also get indexed by search engines and republished, a section of your website may be dedicated to news stories and press releases in what is sometimes labelled a “newsroom” like this one on the AAA website:
Consumer questions related to the relevance and credibility of a business should be answered via photos and videos, financials, or company info. You may also dedicate this section to information pertinent to inquiries made by media, investors, and potential prospects.
Remember, You’re Fulfilling a Need
Organic reach is highly dependent on the ability to make your content count. In other words, if it doesn’t serve a purpose, answer a question, or target an audience, then it’s merely noise. Helping a brand succeed by aligning keyword research with a dynamic web presence is driven by content that answers the questions that your customers are asking. For professional assistance with organic visibility and beyond, contact RLC Media here. /http://www.rlcmedia.com
