Industrial marketers know their audience of engineers is constantly seeking educational, technical content that helps them do their jobs better and make more informed, confident buying decisions.

That’s why almost every industrial company engages in content marketing as a key marketing tactic. At the foundation of content marketing is having a strong content strategy.

A content strategy will align content marketing with your overall business and marketing goals, offer guideposts to measure your content marketing efforts, and prevent you from aimlessly or hurriedly creating content on an ad hoc basis to fill gaps.

One key benefit of a content marketing strategy is that it supports your SEO efforts by helping to grow organic web traffic. Content can be a great ally to SEO if your content strategy includes:

  1. Anticipating a user’s search query and providing a clear and comprehensive answer with your content
  2. A process for continually updating and refreshing content
  3. Positioning your company as an authority on a particular subject
  4. Creating and distributing original, newsworthy content of interest not only to your customers, but to the media and other industry influencers

1. Anticipate a search query

Your web pages can rise in search results if you are able to answer a user’s question. You can do this by researching appropriate keywords likely to appear in a search query and subsequently creating web page content that answers the question posed in the query. Search engines often give preference to content their algorithm determines most closely answers the user’s question.

2. Continually refresh and update content

Search engines also place a high importance on recency of content. As part of your content strategy, you should regularly and methodically audit your content. Get rid of the old and outdated. Post and feature what’s new and updated. Make sure the content is always answering a user question.

3. Position your company as an authority

Search engines factor in authority signals from web pages. These include incoming links from reputable sources, case studies, quotes, customer and partner lists, awards and recognitions, and other content that demonstrates that your company is an authority on a particular subject.

4. Create and distribute original, newsworthy content

This factor goes beyond simply keeping your content up to date and focuses on creating original content that may have interest to the media and influencers in your industry.

This type of content includes original research studies or surveys of your own customer base. Or it may be a fresh perspective or interpretation of data from other research studies. The value of this content is that you can pitch your research and analysis to influencers and the media, leading to greater exposure and potentially earning the type of relevant backlinks to your website that search engines favor.

A Comprehensive Strategy is Needed

The positive relationship between a content strategy and improved SEO results is just one reason to have a comprehensive content strategy. Most importantly, a good content strategy ensures that you prioritize the needs of your customers and prospects.

When assembling your strategy, make sure to document the goals you are trying to achieve through content marketing (traffic, lead generation, brand visibility), profile the audience you are targeting, determine the channels you will use, and line up the resources you will tap to achieve your objectives.

And for more about achieving SEO success, read this month’s companion article about the upcoming change in Google’s algorithm.

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