The fundamentals of content: 3 things to get right.

The world of content marketing is so vast that many businesses are surprised to hear that it takes an entire team of specialists to put together and execute a content marketing strategy.

So it’s no wonder, that as a small business owner, you might be feeling overwhelmed by the endless lists to keep an eye on, improve and work on.

If that sounds like you, but you only have so much time and a capped budget for your content marketing, it might pay to stick to the fundamentals and focus on getting them right, rather than spreading yourself too thin.

To make it easy for you, we’ve created a handy infographic guide to the fundamentals of content.

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Here are the three content marketing fundamentals to focus on.

Create regular, quality written content. 

‘Content is king’ has long been a staple of the content marketing industry, and while other areas have grown in importance, content is still one of the most important fundamentals of the field. After all, it’s right there in the name.

Set up a news/articles/blog section on your website, and regularly add quality content to keep this area fresh.

Here’s what to aim for:

  • Post at least once per week
  • Write 300-600 words
  • Make the content interesting or useful to your audience in some way
  • Include keywords relevant to your work
  • Use sub-headings to break up the content so it’s not a big block of text
  • If you’re stuck for ideas, let your keywords inspire you
  • Don’t forget that you can also add videos, infographics, how-to guides etc (you are not limited to blogs and articles).

RELATED: Evergreen content and how it can help your brand.

Spend time on your local SEO. 

Your local search engine optimisation (SEO) is extremely important, as almost half (46%) of all Google searches are made with local intent.

That means that when you’re thinking about your content marketing, at least some of your efforts should go towards your local market.

Here are the key ways you can use your content to improve your local SEO:

  • Ensure your name, address, phone number (NAP info) is correct and clearly listed on your website
  • Ensure your NAP info is listed and correct on Google My Business and online directories such as Yellow
  • Create content relevant to local audiences (for example, the best things to do in X area, best cafes in X, news relevant to your location)
  • Create separate landing pages with their own unique content for each of your physical locations
  • Use local terms in your content
  • Download our local SEO ebook to learn more.

RELATED: How SEO and content marketing work together.

Optimise your landing pages.

Your landing pages are the main pages that make up your website, such as your homepage, service pages, pricing pages, about us page, etc.

It’s vital that these landing pages are optimised as part of your content marketing strategy. This will give them the best chance at ranking well in search engines, of helping your audiences find the information they need (rather than clicking away), and improving your sales.

Here are the basics you’ll need to get right:

  • Use keywords in all headings, subheadings, throughout the text, and in the URL itself if relevant
  • Add a meta title and meta description to the back end of the page (also including keywords)
  • Aim for a word count of 300-600 words
  • Create internal links between your website landing pages for easier navigation
  • Include a clear call-to-action for each page (such as ‘contact us here’, or ‘buy now’, or ‘request a quote here’)
  • Include images and videos to break up the text (you can also add keywords to the captions and alt text for better SEO)
  • Update your landing pages whenever your products or services change.

Download your free infographic guide to the fundamentals of content below.

Download infographic

Get expert help.

Creating regular content, looking after your local SEO and optimising your landing pages are the essentials of good content marketing, and will serve you well even if you don’t have the time or resources to do anything further.

For expert help with your SEO, get in touch with Yellow Pages.

Need help with SEO? Get in touch with the experts at Yellow Pages.

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