It’s a common misconception that anyone can write website content for a business. Instead of resulting in optimised, quality content that performs well in Google search, what often comes about is a jumble of articles that are not thematically linked or properly positioned within a comprehensive strategy.
To succeed at content marketing, you need to take a logical approach that works through the stages, from keyword research and writing to optimising with additional elements and analysing through SEO tools like Google Analytics. Even then, aspects may need to be tweaked to boost your content further so it can fulfil its true potential.
Quality content should be linked thematically and presented in the most appropriate format. Landing pages that are designed to capture leads and drive conversions must be distinct from blog posts, while video content should be accompanied by copy that is crawlable by search engines to make them more visible in the results pages.