Winning online business demands that a website’s offerings are simultaneously attractive to potential visitors and to search engines. This is no small feat. A stellar content marketing program naturally solves both demands.
What is content marketing?
The best way to define content marketing (CM) is to think of the practice in terms of the following framework: Create & Publish> Distribute & Attract> Capture & Convert.
The goal of content marketing is to capture quality visitors to your site that convert to new business.
Blogging is the best method to achieve a successful content marketing program within this framework. Here’s a closer look at CM implementation.
Create articles that are published with regular frequency on your site. Google favors longer articles as they’re more likely to contain information that’s helpful to searchers.
This is why the term blog “post” has fallen out of favor. Google craves in-depth articles that are chock-full of relevant information.
While this takes time and effort, do not despair …You can find as much blogging help as you need here; and read on to see how the best program maximizes ROI from every article.
Content Marketing in Action
Content marketing seeks to attract the largest interested audience possible for each piece of content created. Here’s an example of what a content marketer might do with that robust blog article:
Article > slide deck > social posts > FAQ update.
Crafting a Power Point deck from a meaty article is great because each slide results in nuggets of wisdom that can help identify future article topics.
And, with a few added ingredients like branding, images and a sound track, the deck becomes a short video.
Short videos are perfect for social networks like Facebook and Google Plus that crave this content format. Social video posts help reach a wider audience beyond your network of followers, which in turn helps grow your fan base.
Social posting is a crucial element of CM that gets your content distributed by paying close attention to the platforms that matter most to your law practice. The focus is to write article “headlines” for your social audiences to consume.
The goal for every social post is twofold: Action and Amplification. Followers should click through to your site to read the full article.
The headlines and content should be share-worthy so you get distribution beyond your own followers. This amplification often results in new social followers and new qualified visitors to your website.
Each social platform has different requirements for posting updates and your content marketer should be well-versed in all of these social media marketing nuances, along with engagement best practices that help cement your social presence.
Pleasing Visitors Pleases Google
Has your killer article addressed a recurring consumer question or pain point? If so, that section can be published to your FAQs page. Updating your pages with information that is helpful and relevant keeps your law firm’s site on the radar of all major search engines.
When Google receives signals that your pages are doing the job of meeting visitor expectations, the search engine becomes a gentler giant and looks at your domain more often to satisfy its users.
