No matter how good the content on your website is, the simple fact of the Internet is most people only visit a few preferred sites, rarely casting a wider net to see what else may be out there. That is why every good content strategy requires an inbound marketing strategy paired with it. By focusing equally on content and inbound marketing, you have a better chance of reaching out to people who would never have found your site otherwise.
The Gaps In Content Strategy
At its core, content creation is the start of a good inbound marketing strategy. Nothing else will work if your website lacks top quality content.
However, you can't just put out good content and assume that the quality will automatically bring in an audience. As nice as it would be for that to be true, the simple fact of the matter is that many great websites get ignored by people every day. Even the best search engine algorithms can't give an objective measure of website quality, and many inferior sites manage to attract much more traffic by virtue of having the better inbound marketing plan.
Good content draws a few loyal readers, but can't provide link-backs or high search rankings.
Facets Of Inbound Marketing
There are many different marketing techniques you can employ to reach out to those who normally wouldn't be able to locate your website. Blogs are a major key, since they provide content while also giving your website an SEO boost that can get it more highly ranked on search engines. In both your blog entries and other content, you should make sure to include a call to action, such as a link to visit or an incentive to leave a comment. This increases reader participation and also encourages further reading on the subject. A well-crafted call to action is a great way to generate more inbound visits for other parts of your site.
Using Social Interactions
The best way to get traffic flowing to your site using an inbound marketing strategy is to focus on conversational content and social interactions. This could be through connections on social media, or it could be through your website itself. Getting people interested in responding to the points you raise will generate more link-backs, better search engine rankings, and an overall increase in the content you offer, thus benefiting you greatly. You have to remember to be responsive in these conversations – nobody is going to want to comment if they don't expect anybody else to say anything in return.
The bottom line when it comes to developing content for your website is that you need to develop an inbound marketing plan right alongside it. The average user does limited searching for new sites, so a good strategy can capture views and site visits which might otherwise slip through the cracks.
Maciej (ma-chi) is the SEO Director of a Naples, FL based inbound marketing company, Brandignity, helping small to mid-sized businesses with full service SEO plans, pay per click advertising, blog writing and social media.