How Content Marketing Gets Rankings, Traffic & Customers

[stag_intro]It’s a very common question that I get asked when the discussion turns to content marketing. I did a quick video explaining how I believe that content marketing can get you better rankings, traffic and customers.[/stag_intro]

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The one question I get asked all the time: is how can content marketing
help my SEO? Because we’re living in the age of Google, Panda and Penguin,
and everyone’s SEO is struggling and everyone wants to know what’s going
on. And everyone keeps talking about content marketing.

What people are really asking is: how is content marketing going to help
get me rankings, get me traffic, and get me customers. And so in this video
today, I’m going to talk about three ways that content marketing can help
you get those things: the rankings, the traffic, and the customers.

But before we get into that, I’ll talk about the formal definition of
content marketing for those of you who don’t know what it is. So Joe
Pulizzi’s book “Epic Content Marketing” has this definition: he says,
content marketing is the marketing and business process for creating and
distributing valuable and compelling content to attract, acquire and
engage, a clearly defined and understood target audience, with the
objective of drawing profitable customer action. So what that means is it’s
creating content that people are interested in, that information that
they’re looking for, that they will find online, that will demonstrate your
skill as a businessperson; demonstrate your abilities to solve their
problems; and then turn them into a paying customer. That’s the formal

The elevated pitch definition that I like best is, traditional marketing
and advertising is telling the world you’re a rock star; content marketing
is showing the world that you’re one. So, back to the three points. How
does content marketing help my rankings, traffic, and help me get

First one, content marketing can put in front of prospective customers with
problems and questions to answer. Think about the way how you go online you
go about solving a problem. You go to Google, you conduct a Google search.
And typically Google will give you 10 listings, and one of those will be
answer to your question.

So, if you understand the problems of your target market, if you understand
the questions your customers are asking every day, all you need to do is to
write quality content, write a blog post, or video, or anything that
answers that question. Put it up online and make sure you optimize it
correctly so that the questions, the keywords that people use are in the
page title of that piece of content and Google, if the quality is good
enough, will put that content in front of those people looking for you. So
that’s the first way. Your content can answer peoples’ questions and by
answering a question, you’re going to get visibility to those people who
have a problem and need a solution. That’s the first way.

The second way: quality content properly promoted will attract links. Now
what I mean by links: back links occur when someone links from their
website to yours. And links are the primary mechanism that Google uses to
rank a website today. Quality, trust, all those elements of a link go into
helping you get your website ranked. If you ask yourself the question, “How
do I create content that’s going to attract links?” Think about resources,
guides, eBooks, any checklists, tools, things like that you know people
will use on a regular and ongoing basis that they like to share and they
like to link to, that’s the type of content that attracts links.

There’s this concept of creating evergreen content, which I’m a big fan of.
Evergreen content is content that has ongoing applicability. There’s no
date stamp on it; it won’t ever go out of fashion. So an evergreen piece of
content is a resource that will continue to attract links; and links will
help build trust and authority in your website in Google’s eyes and help
you get better rankings. That’s the second way content marketing can help

The third way is that content marketing is the social lubricate, as it
were, for our current social media environment. Think about the largest
change in the last five years online, it’s been the birth and growth of
social media, Facebook, Twitter, Google Plus. All these environments are
places where like-minded people get together and share information and help
each other out. And if you notice the behavior of people in Twitter, and
Facebook, and Google Plus, is that they like to share quality information.
So by creating content that is share worthy and linkable, your content gets
in front of a social audience; and a social audience is a new channel, a
new way for people to find you and discover you, and become prospects in
your marketing funnel. And hopefully they’ll do business with you. And the
beauty of social media is that it’s an endorsement, or a recommendation, or
a share from a friend of a friend; so it’s person they’re more likely to

So there you have it, there’s three ways content marketing will help you
get better rankings, get more traffic, and get more customers. Number one:
it puts in front of prospective customers with problems and questions.
Number two: a good quality content properly promoted will attract links and
links will give your website visibility and rankings. And number three:
quality content gets shared in social media, bringing you new referral
traffic, new customers to participate in your marketing funnel. I hope you
enjoyed this video today. If you like more, please click the subscribe
button wherever that is and I’ll see you in my next video.