If your brand has a successful SEO strategy, you are most likely publishing engaging content that your customers find valuable. Have you ever stopped to consider that the same great content you’re using for SEO could be repurposed for social media, email marketing, white papers, and even e-books? Well, it can, and the content marketing experts at Leverage Digital can help you, but before we proceed an important point should be made: SEO is content marketing.
SEO is Content Marketing
In addition to increasing search engine visibility, SEO content should be relevant and valuable to your target audience, and provide solutions to their problems. The cumulative effect of this results in more traffic being driven to your website, better user engagement, increased conversions, and ultimately more customers. These are all goals of content marketing as well, but SEO and content marketing are often discussed in silos, when in actuality they work hand-in-hand to promote your brand.
To emphasize this disconnect, according to Sunil Rajaraman, the founder and chief executive (CEO) of Scripted.com, marketers are willing to pay $1.95 more per word for “thought leadership” content than they are willing to pay for “SEO” content.
One can assume this lack of perceived value for SEO content is a result of all the clickbait that has perpetuated as SEO over the years, but our approach to SEO is vastly different. At Leverage Digital, our SEO content provides your target audience with valuable, well-researched resources that help customers build familiarity with your brand and gain a firm grasp of your services. Google recognizes good content, and it rewards your site for hosting it with superior visibility that trumps your competitors.
When you consider the fact that SEO is content marketing with the added benefit of increased search visibility, it’s becomes clear that SEO content is an effective and valuable strategy for driving more traffic to your website, but that’s just the beginning. Our agency only writes SEO content with substance, content that you can derive value from again and again. Let’s look at the various ways your SEO content can be repurposed.
Share on Social Media
Since your brand is already publishing content that is relevant and valuable to your customers, share this same content across all social media platforms where your customers are active. Because your SEO content should be relevant and valuable to your target audience, posting to social media should naturally result in organic shares.
Your brand may already share curated content on social media, but that’s only helping other brands achieve their content marketing goals. We recommend that you scale down on sharing content that promotes other brands, and in its place, share content designed to drive visitors back to your brand’s website.
With this strategy, repurposed content not only increases your website’s search visibility, but also increases its social visibility, resulting in a twofold increase in traffic to your brand’s website.
Promote Through Email Marketing
In addition to social media, promote your SEO content through email marketing, but never include the whole article. Use a teaser with a compelling headline to entice your readers to click through to your brand’s website where they can finish reading the article. From here, they will be presented with targeted content aimed at driving further engagement with your website.
Many brands send out monthly or quarterly emails bogged down with too much information about recent accomplishments, such as awards won, projects completed, new hires made, and so on. The problem with this strategy is that it provides a lot of information that’s useless to customers. It’s good to let customers know how well your brand is doing every once in a while, but the bulk of your email marketing should provide customers with information they can actually learn from and use.
Keep in mind that content marketing is not only intended to drive new customers, but is also intended to encourage repeat customers as well — an area where email marketing is very effective.
Convert Content into White Papers and E-Books
Finally, downloadable white papers and e-books are great for generating leads from your brand’s website. So, take the last six months or more of SEO content from your ongoing campaign and repurpose it into downloadable white papers or compile it into an e-book.
Providing website visitors with free white papers and e-books not only allows you to generate leads, but also assists in positioning your brand as a thought leader in its respective industry.
We recommend promoting your white papers and e-books through social media and email marketing, too. Give readers just enough information to whet their appetites, followed by a call to action to visit your brand’s website where they can download the complete whitepaper or e-book. If you’re interested in developing white papers or e-books from your SEO content, our agency can help.
While content written for SEO purposes is intended to increase a website’s search visibility, you can promote that same great content through other channels, such as social media and email, as well as repurpose it into downloadable whitepapers and e-books. The end result is less work, increased engagement, and a better overall content marketing strategy.
Are you failing to produce enough content to meet your SEO goals? At Leverage Digital, we understand that a successful SEO campaign depends on content, so we focus on creating valuable content that you can use in a variety of ways to drive web traffic, engagement, and conversions through your website.