What’s The Best Way To Get Discovered?
When you create a website, the primary goal is to provide information to people who want to know more about you. The secondary goal is to attract people who do not know about you. Content marketing is a useful approach to getting that information out to a wide audience. The best way for people to discover you is to be everywhere someone will search. Blogs and social media are two ways that can allow people to find you no matter where they are looking for information.
Content Marketing vs Pay-Per-Click Ads
Pay-per-click (PPC) ads are a great way to get to the top of a search engine result page (SERP). When you’re specific about your target demographic on PPC, you will be able to quickly and easily reach your new clients. When you cast a broad net, however, ads are a very competitive workspace and can be costly. Content marketing is quite different from PPC. Creating blogs is possibly the most effective way to reach a wide audience over a long period of time. Blogs gain value over time, whereas ads disappear once your budget is depleted.
What Is A Valuable Blog?
If you have a secure website that uses search engine optimization (SEO) best practices and makes updates frequently, the site’s blogs will continue to be revealed in SERP. A domain name with longevity that has been updated regularly year after year on the same topics will be considered a valuable site. Google creates core algorithm updates on a regular basis that promotes sites that are considered trustworthy sources of information. Google looks for expertise, authoritativeness and trustworthiness (E-A-T), and these sites will go to the top of the search results.
The Evergreen Effect
Blog content has a life span of over two years. Leveraging blogs for content marketing provide an evergreen value effect, meaning the ROI is considerably higher than display or search ads. To further promote blogs, leveraging social media with relevant hashtags will aid in reaching a wider audience. Twitter, LinkedIn and Facebook are great for content marketing, while Instagram and TikTok are better for graphic product marketing. Regardless of your platform of choice, social media is an important tool to use in your marketing arsenal.
Organic Traffic Should Be Your Goal
Content marketing is the #1 way to drive organic traffic to your website. Creating useful, high-quality content can get your site to the holy grail of search results which is the featured snippet or position zero on SERP. While it’s a zero-click search result, it does promote your site as the authority in a topic which in turn drives more organic traffic. If more digital exposure is your goal, blogs and social media is the most effective strategy to gain more eyes on your site organically.
