Content marketing is commonly considered to be a primarily creative endeavor – oversimplified to the extent that the Field of Dreams maxim of ‘build it and they will come’ is perpetuated with the idea that if content is good enough that it will find its own audience.
Though staggeringly unlikely, it does happen occasionally and such accidental virility in content marketing is enough to perpetuate the myth. However, while there are a few such instances (mostly non-branded memes and videos), branded content marketing succeeds for a very different reason.
That reason is the scientific method:
Ask a question
Do background research
Construct a hypothesis
Test your hypothesis by doing an experiment
Analyze your data and draw a conclusion
Communicate your results
It is only by employing such rigorous methodology and standards that success can become the rule rather than the exception.
The Scientific Method
The scientific method is the long standing academic format for all testing. For a hypothesis to become a theory (in the scientific sense), it must be rigorously researched, tested, analyzed and retested to remove all doubt as to the conclusions drawn.
It may seem odd to apply such a structure to what, as stated previously, is often considered to be a creative practice, yet for the design of a successful content marketing strategy, impact on social media and brand awareness cannot be left to chance.
For any strategy to be truly successful, it must be replicable – and for this, there are few things better equipped than the, itself tried and tested, scientific method. The following sections will detail which stages of the overall marketing process (many of which you may already be aware of) fit with which each level of the process chart and how they can fit together to produce a content marketing strategy on which you can rely for results.
Keyword research tools such as the Google Keyword Planner Tool are a great to use for content optimization, as well as to see how consumers throughout Clifton Park generally look for information or services.
You’ll get better information if you can access the tool through an AdWords account (these are free), but there is anonymous access as well, through which you can get basic information.
Content Optimization for Clifton Park Businesses
Once you access the tool, you can get a rough estimate of how many searches are happening each month on a specific term.
You can filter by location, languages, devices people are using to access the search engines and other factors.
You’ll also want to find out what kind of words consumers might use to search for the type of content that you produce.
And the first step in writing great content for the web is learning about your audience. You aren’t writing web content simply because you enjoy writing and you (hopefully) aren’t writing just to make the search engines happy.
That means that you should be writing for humans not robots, making the content something that users will genuinely want to read, engage with and share on their social channels.
This will, in turn, make for good SEO and help to pull users through the buying process, helping to increase conversions. In the early years of the web, overly optimized meta tags and pages of content that were stuffed with certain keywords and phrases were able to rank highly in search engines.
So you have now developed a list of keywords that are relevant to your Clifton Park business and have created your pay-per-click (PPC) ads – now you need to decide who, where and when you’re going to show them.
You can use your settings to target a specific audience within Clifton Park and tweak them at any time to improve a campaign’s performance.
You can select the specific ‘networks’, or combination of networks, that your paid ads will be shown throughout Clifton Park. If you select ‘search network’, your ad will appear in the search engine results pages, as well as any of its related search sites.
For AdWords, this would mean Google’s search engine including Google Shopping and Google Maps and also its search partners’ results, for example, AOL and Ask Jeeves.
You also have the option to select ‘display network’ (also known as ‘content network’).
To start a campaign, you need to create an account with your chosen search network, i.e. Google AdWords or Bing Ads.
Each PPC campaign structure contains ad groups – a way of organizing keywords that are closely related, or ‘themed’, and pairing these with relevant ads. Ad groups should contain between 1 and 20 keywords and 2 to 3 ads.
Creating ppc campaign structures and ad groups relating to specific products or services and that also mirror your website’s structure, makes it simpler to create ads that link directly to a relevant area on your site.
This in turn will help you gain a higher Quality Score, getting you lower relative CPC.
If you’re already using paid search (PPC) advertising and are familiar with the basic principles – but want your ads to work harder and improve your return on investment (ROI) – this article is for you.
We’ll explain everything you need to know about pay-per-click optimization in order to boost your performance and achieve the best results possible in Clifton Park, New York.
Pay-Per-Click Optimization Services
This diagram shows how each of the optimization techniques described in this eBook work together to help you maximize the potential of your paid search activities.
Paid search allows you to track what’s working and what’s not in near real time (for example, in Google Analytics) and make adjustments as necessary to your campaign.
Imagine if there was a way to ensure your website appeared on the first page of search engine results when people searched for keywords relevant to your business.
You could write an ad and it would only be shown to people who had expressed an interest in the product or service you offer and you would only pay a fee (pay-per-click or PPC) each time someone actually clicks on your ad and sends a visitor to your site.
That’s how paid search works, in a nutshell. PPC is the standard payment model.
What Is Paid Search?
Paid search ads are those listings that appear at the top of search engine results pages (SERPs), marked as ads or ‘sponsored results’.