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In my experience, content marketing is an effective means to do link building. But what are the other measurable & effective use cases for content marketing to grow one's company?

  • BF

    Brennan Flentge

    over 1 year ago #

    Yes, content marketing is an effective link building strategy for both off-page and on-page SEO.

    Content marketing is also an effective strategy for guiding clients through the buyer’s journey. Make content for every stage of the buyer’s journey.

    For example, HubSpot defines it as:
    - Awareness Stage: The buyer realizes they have a problem.

    - Consideration Stage: The buyer defines their problem and researches options to solve it.

    - Decision Stage: The buyer chooses a solution.

    Guide them through this process with content for every stage to cast a wider net and catch clients.

    Another big way to utilize content marketing for growth is to focus on customer centric content. It’s much cheaper to keep and retain existing customers than it is to find new ones.

  • MP

    Michael Pantoja

    over 1 year ago #

    With so many blackhat strategies Google has had to be really tough on how it measure your authority. Building quality links from high profile websites and having great content are essentially the only way to climb the ladder.

  • BF

    Brennan Flentge

    over 1 year ago #

    I would agree with Michael - the key trend that we see Google taking into consideration more and more is the perceived "value" that they are trying to figure out how to measure. Currently, they can measure certain metrics such as how long the viewer was on your page, did they interact with anything on your page (links, CTAs, etc.) and they take that into account when measuring the page authority.

    I believe Google will start taking that into account more heavily as a way to measure quality content/domain authority. If you are on the first page of Google search results, someone clicks on your link, and immediately hits the back button to click on another link in Google search results, that is a big sign that your content on your page was irrelevant or insufficient in providing value/answering a question. Chances are, the longer they stay on your page/site, the higher Google will put you in search results.

    So try to create your content around that as well - if someone clicked a link to my page, would they be happy with what they are seeing? Does it make sense for them to see this information after they click the link? Thinking like a person looking for information rather than a crawler indexing your website will help you in the long run.

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