Creating Content to Drive Traffic and Maximize ROI
June 09, 2022
Over the past six months, 7 of the top 10 traffic sources to my website have been Google searches that lead people to blogs I’ve written. These sources represent nearly 75% of the total traffic to my website in all of 2022. Furthermore, half of that traffic came specifically from these two blogs:
- Micro vs Macro Content – How to Build Both Into Your Marketing Plan
- How Improving Your Sales Mix Can Increase Profits
Why is this important? Because if you value your time, and I am sure you do, don’t you want to maximize your ROI? Don’t you want to put effort into things that will drive real results? And minimize things that are just wasting time?
Connecting Through Quality Content
Every good marketing plan connects with its audience while they get to know, like, and trust your brand. As important as it is to engage with your community and cultivate relationships, if you’re not getting new people into your pipeline then it’s really hard to grow your business year over a year.
Quality in means quality out meaning that it is well worth your time to produce quality content that resonates with your audience. By doing so, you will not only be able to see key metrics improve such as impressions and traffic, but you’ll also be able to repurpose that content month after month, creating an even stronger ROI.
Tips for Great Content
Whether you are just beginning or have been writing blogs for years, we can all benefit from these tips.
Determine What Your Audience Wants to Know
To connect with your audience, you’ll need to create content that answers their biggest questions. My go-to resource for this is a website called Answer the Public which helps you figure out exactly what people are asking about. I also like to dig into FAQs from clients either from IG sticker questions, conversations in my DMs, actively participating in Facebook Groups, or just by having conversations with them.
Repurpose Your Content
When you create a quality blog post, you’ll be able to pull from it and repurpose it across email and social platforms. To get started, take a look at your data to see which content is performing the best, then share this across other key customer-facing channels.
For example, I can take that #1 blog I shared above about Micro and Macro content and create Instagram stories, a swipe post (or carousel), make it downloadable and create a video about it.
Refresh What’s Working
One of the things Google loves more than quality content is fresh content. My friend Nina Gibson and resident SEO expert here at EGM has shared a few tips for this:
- Go into Google Search Console and see what your URLs are actually ranking for so you can better understand what Google is mapping the page to. Should the title/target keyword in the post be modified to better align with a better target keyword?
- Update and add links throughout your content. Are there additional internal links you can scatter in throughout the content? Each post should have a minimum of 2-3 internal links.
- Make sure your posts contain H1, H2 tags, etc. If there are posts that are clunky with few or no headers, this is a good time to add them.
- Are there new facts, stats, and insights that can be referenced? Add them in!
We all know that we should be creating content for our marketing plan. But to maximize the return on our efforts, it’s important to focus on quality. If you want to learn more about creating high-quality content or for help implementing it into your marketing plan, reach out to me today! I am always happy to help!