How Editorial Content Can Drive Digital Marketing Success
Editorial content can drive digital marketing success through generating traffic to your site, nurturing leads, and improving sales. Here are 4 ways content is essential for your success.
According to Statista, the average person spends a total of 192 minutes — or 3 hours and 12 minutes — per day online, whether that’s on a desktop or mobile device. They spend most of that time scrolling through social media, watching videos, reading blogs, or even shopping.
As people continue to spend more and more time online, digital marketing has become one of the most effective ways for businesses to connect with their customers.
With this shift, editorial content has become a key ingredient for business success. Unlike content that’s tied to your marketing efforts, editorial content isn’t explicitly tied to sales. Instead, it provides valuable information for readers and is educational. Over time, it has the ability to:
- Establish your company as an industry leader
- Grow brand awareness
- Improve SEO
- Educate readers and nurture leads
As an essential part of your digital marketing strategy, high-quality content can increase qualified leads, boost sales, and grow traffic to your website.
Establishing Your Company as an Industry Leader
Editorial content and thought leadership go hand-in-hand. Whether you write blogs, send regular newsletters, or post on social media, you’re showcasing your knowledge on a particular topic.
Additionally, posting content regularly demonstrates that you’re up to date on the latest trends and that you invest in learning more about the industry.
As a result, you build credibility every time you release valuable content. The more expertise you build up in the industry, the more trust you can drive from potential buyers.
To establish yourself as an authority figure in your industry, start by sharing your expertise and passion in a few blog posts. Rather than using your blog to focus on the products or services that you sell, create a content calendar that markets your business as a leader on the latest trends and technology in your industry.
From there, you can build out your editorial marketing strategy by expanding into video, building a following on Facebook, LinkedIn, YouTube, or Instagram, or writing blogs for other websites. As you expand your editorial content efforts, consider hiring social media consultants to lead your content efforts.
Growing Brand Awareness
The more content you release, the more recognizable your brand will be. Fresh content attracts traffic. Often, people will stumble across a blog from a simple Google search, not necessarily because they’re looking to buy.
By providing valuable information that potential buyers rely on, you can encourage people to revisit your site or follow your social media accounts. When they’re ready to buy, they will remember your company name and reach out to you directly.
To build brand loyalty, you must produce informative content that your followers find valuable. When brainstorming topics, use tools like Ahrefs and SEMRush to see what questions people are asking and what they’re searching for most.
Improving SEO Through Regular Posting
Posting content regularly can improve your rankings on search engine result pages (SERPs). Google and other search engines crawl sites looking for signals that your content is relevant to a given search. From there, they index the web page so researchers can easily find the answers they’re looking for online.
By creating high-quality content that answers your customers’ questions, you can ensure that your site is well-positioned. Every time you publish new editorial content provides new opportunities for your site to rank on SERPs, attracting customers to your site.
Additionally, Google ranks newer content over old content to ensure that people get the most up-to-date information.
The higher your site ranks, the more traffic you’ll get to your site. In fact, the top 3 Google search results earn more than 75% of all clicks on that page.
To make sure your editorial content is SEO-friendly, be sure to:
- Target keywords
- Write a well-optimized meta description
- Include H1 and H2 headers in your content
- Link to external and internal content
- Optimize your images by including descriptive alt text and reducing the image size.
These features improve user experience (UX), make your content easier to skim and signal to search engines what your content is about.
Educating Readers and Nurturing Leads
Every post is an opportunity for your company to build stronger customer relationships. Particularly for industries with long buying processes, as often is the case with B2B, editorial content can help you nurture leads.
You can use editorial content as an opportunity to provide information on your products and services.
Often, buyers begin their research long before they’re ready to make a purchase. Fresh content can keep them interested and keep them coming back to your website. Particularly if they need to do extensive research, your blog, vlog, or FAQ section can be an incredible resource for potential customers.
You can strategically nurture your leads by creating targeted content that will lead potential buyers through your sales funnel. To make your content strategy more effective, create buyer personas and develop content that addresses their interests and goals.
To target buyers who are just beginning their research, for example, produce content that can help them learn some general information about your business. This stage is all about generating awareness, so high-ranking blog posts and social media content are most effective.
Source: Single Grain
As potential buyers work their way through the funnel, the content you produce can become more specific. Eventually, content such as video demonstrations and customer testimonials can help make the final push to convert your leads to sales.
Because your buyers trust your business as well, they will buy bigger, too. In fact, nurtured leads spend 47% more than non-nurtured leads.
Editorial Content Is An Essential Part of Your Digital Marketing Strategy
To improve your digital marketing strategy, invest in creating high-quality, engaging, and SEO-friendly editorial content. Each post, whether it’s through a video, social media, blog, or affiliate partner, is an opportunity for your company to show its expertise.
New, fresh editorial content builds brand awareness and can establish your businesses as a go-to resource for potential customers. As long as you follow SEO best practices and produce valuable content, your posts can help your site rank and bring in traffic to your site.
Your content should educate readers about your industry and help them make buying decisions, no matter where they are in the buying process. By building your business’s reputation as an industry leader, you can attract potential buyers, nurture leads, and expand your following.
Learn more about how you can utilize editorial content by connecting with a digital marketing company today.