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2nd September 2019Content Marketing - How To Do It

Doug - Business Development Director

By DougBusiness Development Director

Are you looking to gain more traction with the content you publish to generate more website traffic and greater brand awareness? This article has a few useful hints and tricks to help your content work harder for you!

Write informative, useful content

This one sounds obvious, doesn’t it? But in reality, it’s still too easy to write content for the sake of it and just jot down words that don’t mean very much to your audience. You may get more visibility in search engines by publishing high volumes of content but you’re unlikely to get high levels of interaction and engagement if this is how you run your strategy.

Most businesses who write content don’t realise that not everyone has the skills and knowledge they have built up in the years doing what they do nor do they understand that this knowledge and experience is most effective is shared with their audience as it significantly adds to the credibility of the business. Our previous article goes into more detail about the different methods of content marketing, so have a look at that if you’re stuck but if you know you need to be publishing more content as a business then think carefully about what you can share so it’s not just content for the sake of content, but something useful for the visitor.

Linking Internally

Linking internally within your own website is an excellent technique for optimal user experience as well as ensuring your website has maximum crawlability. You can take users on a journey through your site as I did in the previous paragraph where I linked back to an old article. Not only does this allow the user to navigate their way around your website seamlessly, but search engines will crawl your site more efficiently, so it’s a win-win!

I read a great article earlier in the year about topic clusters. The gist of it was you have a main topic page which gives an overview of a topic and then subtopic pages that would go into more detail on individual areas of the topic. A good example of this may be a Personal Trainer who is trying to demonstrate their knowledge and expertise. They could have a main topic page of ‘upper body fitness’ and then subtopic pages which focus individually on exercises for chest, back, arms and shoulders. All these pages would link to one another which would help a user find all the information they need easily as well as helping search engines index your site. You would also be able to focus each page on individual keywords, which we will cover later in the article. So instead of creating a page for each topic you want to talk about, see if you can split this into several that all link to one another!

Linking Externally

Linking externally to other websites that back up your opinions and thoughts is another great way of ensuring an optimal user experience and showing the credibility of your site to search engines. Consider that search engines are looking for the best, most relevant search results to any query entered on their search engine. If you buy into this then linking to relevant external resources suddenly becomes a great thing to do… if you link to an external site and the visitor then spends a lot of time on the site you send them to, you’re telling a search engine that you:

  • Carefully research around your topics to show you’re giving website visitors the most relevant information
  • Are prepared to send your visitors to external sites because you think there’s a great source of information
  • Are happy to share your traffic with other websites for the sake of the visitor

All of the above send positive signals to search engines and show to them you’re focussed on providing useful, relevant content to the user which is what search engines are looking for so should only help your rankings.


We briefly mentioned keywords earlier in the article, but every single page on your website, whether that’s a service page, case study page, homepage or article page is an opportunity to rank for keywords and ideally you shouldn’t be targeting too many keywords on an individual page. There are loads of keyword tools available to identify those you want to target, our favourite is Moz and once you have a list of keywords to focus on, start incorporating these into new pages you create. Ideally each page should include the keyword in the following places:

  • Page Title
  • Meta Description (although this is less important these days)
  • URL Slug
  • Header tag
  • Multiple times within page content, and preferably within the first 100 words

Ask questions as your titles

Asking questions in your titles if you’re writing a blog is a great way of ranking in search engines for specific keywords. Many visitors use search engines by writing a question as a search query. For example, someone in the early stages of thinking about selling their business may type in a query like “What are the steps to selling my business?”. If you’re an Accountancy firm who specialises in supporting clients when they sell their business, you could write an article with that exact title and give information on the steps of a business sale. You may well be the first business they see on the topic and if your content is useful and informative, you may well get that enquiry.

So think about what questions your audience may typically ask and make these the titles of your articles!

Keep your content visual and break it up

Wherever possible, try to include some visuals in your content, unless your audience just wants to read pages upon pages of text. Think about infographics you can include to describe a process, images that would be relevant or consider something like video content – just to make the page look less intimidating to a website visitor when they land on it.

Also consider breaking up your content if you can into smaller chunks, so there are sub-headings. This both makes a page look more visually appealing and allows a website visitor to head straight to the heading most appropriate to them if they wish.

So there you have it, we hope this article proves useful to you and gives a good insight into how to maximise your content marketing strategy!


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