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Last updated: June 1, 2020.

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The Ultimate Content Marketing Strategy for 2020

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– Today, I’m gonna show you exactly howto use content marketing
to get more traffic,more social shares, more backlinks. And most important of all, more customers. In fact, these are the same strategiesand techniques that I used
to get two million peopleto visit my site last year. So if you wanna get better resultsfrom your content, you’ll
love this step by step guide,let’s dive right in. When I launched my first
blog way back in 2009,I read the same advice again and again. You know the stuff I’m talking about. Publish short 500-word blog posts. Make sure to keep your blog
updated with fresh contentand you need to publish a new
post at least once a week. That stuff might’ve worked back in 2018,but it doesn’t work today. In fact, I grew my blog into oneof the most popular
marketing blogs on the planetby doing the exact oppositeof what these so-called experts recommend. Instead of short blog posts,I only publish long-form,
comprehensive guides. Instead of keeping my site
updated with fresh content,I only publish a new post
every four to six weeks. And instead of publishing
something because it’s Tuesday,I only release content if
it’s world class stuff. With that, let’s get
into the specific stepsstarting with step number
one, find a proven topic. Your first step is to find a topic,but not just any topic, a topic
with a proven track record. Here’s exactly how to do it. First check out content
from one of your competitorsthat’s done really well. In other words, go to a competing blogand keep an eye out for
posts that have lotsof social shares, comments or both. For example, I’m in the SEO niche and oneof my main competitors is Moz. com. And a while back, I was looking throughsome of their latest content and I noticedthat blog posts about site
audits tended to do really well. So, I created a post called
the ultimate SEO site audit. And because this post was
based on a proven topic,it quickly racked up social
shares and backlinks. Plus, my new post ranks on the first pagefrom my target keyword. Next, look at podcasts in your industry. This is just like the
approach we just talked about,but instead of looking at
your competitor’s blogs,you look at other podcasts. So, if one of your
competitors has a podcastand let’s face it, who doesn’t these days,check out their episode list on iTunes. This can reveal some amazing topicsthat you’d be hard-pressed
to find any other way. Finally, get topic ideas
from online communities. For example, let’s say
that you run a blog aboutthe paleo diet. Well, when I look at
paleo threads on Reddit,I notice lots of questions
focused on dessert,which shows me that
there’s a lot of demandfor dessert-related
content in the paleo space. You can use this exact process on Quoraor on forums where your
target audience hangs out. And if you wanna scale this technique,I recommend trying out a
tool called AnswerThePublic. It’s a free tool that
hands you popular questionsthat people have around your topicwhich leads us to our second
step, find a keyword for SEO. So, you found a topic
that your target customeris interested in and now it’s time to findthe exact keyword that they useto search in Google, here’s how. First, use YouTube and Google Suggest. This is an old school
keyword research strategythat I still use all the time. To use it, start to type in
one of the topics you foundin step number one and
then write down keywordsthat Google suggests. And you can repeat the same
process in YouTube, Bing,Amazon and more. Next, use searches related to
to find long-tail keywords. Do you ever notice that thereis this searches related to areaat the bottom of Google Search results?Well, I didn’t either until recently. And I quickly realized
that it’s a gold mineof keyword ideas. For example, if you
search for a paleo dietand scroll to the bottom of the results,you get a list of these awesome keywords. The best part, these keywords aren’tfrom some third party tool,
they come straight from Google. Moving right along to step number three,choose a content format. Personally, when I hear the word content,I automatically think blog post. But blog posts are just one of many typesof content formats that are out there. Besides blog posts,
there are YouTube videos,native videos, lead magnets,
eBooks, infographics,podcasts, quizzes and more. Of all those is there one
format that works best?Not really, the key here
is to choose a formatthat works best for you. Are you an awesome writer?Focus on blog posts. Do you love getting in
front of the camera?Then make a video. Or maybe you’re an amazing designer,in that case, you wanna create
a piece of visual content. In fact, you don’t even
need to stick to one format. You could take the same topic and coverit using several different formats. For example, a few years ago,I published this link building guideand that post did really well,so I decided to make a YouTube videoon that same exact topic
and that video bringsin 8,000 views every month. The big takeaway, there’s
no perfect content formatfor any topic. So, choose a concept
format that you can crushand move on to step number fourwhich is publish an
amazing piece of content. Let’s face it, it’s harder than everto get your content to stand out. In fact, according to WordPress,there are 2. 5 million blog
posts published every single dayand they also report
that page views are downfor the first time in 12
years, that’s the bad news. The good news is is that
it’s still totally possibleto create awesome content that stands out. But for your content to stand out amongthe millions of blog posts
that come out every day,it needs to be amazing. Here’s how to do it. First, publish insanely
actionable content. It doesn’t matter if your
site is about cars or cats,people want content that
they can use right away. For example, when I was doing
research for this video,I watched a bunch of other
videos about content marketingand they were mostly full
of fluff and filler advice. For example, they tell
you to create a processfor creating content,
but they never showed howto create that process. That’s why I worked really
hard to make every techniquein this video super actionable. Next, use lots of
examples in your content. When it comes to content,
there’s one I found to be true,people love examples. In fact, research showsthat examples make learning
significantly easierwhich is why include lots
of examples in every post. Now, do examples take
a little bit more workthan just saying do this?Yep, is it worth it?Absolutely, finally, I recommend focusingon your content UX. When most people think
about user experience,they think about things like software,but as it turns out, content
has a user experience too. For example, look at this post,the text is all squished togetherwhich makes it really hard to read. That’s bad content UX. On the other hand, look at this blog post,it has big font and lots of white spacewhich makes the post
easy to read and skin,that’s good content UX. To be clear, content UX
isn’t just for blog content,if you have a podcast, content UXis the quality of your audio. And if you’re making a video, content UXis that video’s production value. In other words, when you
make it easy for peopleto consume your content,
it has a much better chanceof driving targeted
traffic to your website. And now it’s time for step number five,optimize your content for SEO. There are literally dozens of waysto optimize your content for SEO,but in my experience,
these three strategiesare working best right now. First, optimize your title
tag for click-through rate. As you may have heard,Google uses your site’s click-through rateas a ranking signal. In other words, the more
people click on your sitein the search results, the
better it’ll generally rank. That’s why you wanna make
your title tag super enticingto click on. For example, my original titlefor this post didn’t have
any brackets or parenthesis,but I realized that I can makethis title even more compellingby adding step by step
case study in parenthesis,so that’s what I did. Next, use your keyboard a
few times in your content,especially in the first 150 words. For example, you can see
that I use target keyword,SEO audit, a handful of times in postsincluding the first 150 words. I’m not keyword stuffing,instead I’m just including
my target keywordwhere it makes sense. That way, Google can see
that my page is about howto do an SEO audit. Finally, link out to other websites. This industry found a clear correlationbetween external links
and Google rankings. So, whenever it makes
sense, link out to resourcesthat’ll help your readers learn more aboutthe topics that you cover in your article. For example, in this post,I link out to a handful of authority sitesin case someone wants to
dig deeper into that topic. Which leads us to a key step thata lot of people skip over,step number six, content promotion. There’s no other way for me to say this,if you’re serious about content marketing,you need to learn about content promotion. And when I say promote your content,I don’t mean share your
content on social media siteslike Facebook or Twitter,
even though that can help,I’m talking about strategically
promoting your contentso it gets lots of
shares, links and traffic. The question is, how do you do it?Here are three strategiesthat are working great for me right now. First up, we have content roundups. Roundups are blog posts
that curate the best contentfrom that week. And if you can get your
link in front someonethat runs a roundup,
you have a good chanceof getting a link. The best part, there are roundupsin pretty much every niche under the sun. For example, here’s a
roundup in the wine niche. And because your contentactually makes their roundup better,you don’t need to beg for a link. Our next promotional strategy
is to promote your contentin your email newsletter. When it comes to content
promotion, I’ve tried it all. And in my experience, nothing beats email. For example, I published this poston my blog late last
year and to promote it,I sent out an email to
my email subscribers. I also shared it on Twitter. My tweet got 1,710 clicks and
my newsletter 14,113 clicks. So, yeah, if you wanna
get lots of eyeballson every piece of
content that you publish,you definitely wanna let
your email subscribersknow you just published something. Last up, we have boosted Facebook posts. Over the last few months, I’ve
spent thousands of dollarson Facebook ads and the
number one lesson I learnedfrom that experience is this,retargeting is legit. For example, I recently
boosted this Facebook postand because I used
retargeting to reach peoplethat already visited my website,I only paid 67 cents per clickwhich in my niche, digital marketingis three to five times less
than you’d normally pay, nice. And now it’s time for
our second to last step,step number seven, track your performance. So, you just published an
amazing piece of content,it’s based on a proven
topic, has great content UX,and you promoted it using the strategiesthat I just shared with you,the question is, how do you knowif all that stuff actually worked?Here are two metrics that
I recommend focusing on. The first thing I recommend
looking at is traffic. At the end of the day, the whole pointof this content marketing
thing is to get more traffic. So, if your content isn’t
bringing in more traffic,it’s probably time to switch things up. That said, content marketingand SEO can take time to
kick in, sometimes months. For example, look at the traffic numbersfrom the early days at Backlinko. As you can see, it took
about six months for thingsto really take off. And if I gave up early on
because content wasn’t working,I wouldn’t have seen
this huge traffic spikethat got me going. Next up we have conversions. ROI, business goals, KPIs,
whatever you wanna call it. Basically, with this metric,
you’re answering the questionis content actually
helping us sell more stuff?As you may already know,
you can measure conversionsin Google Analytics and if
you see conversions moving upalong with traffic, that’s a signthat your content marketing
is really working. That said, sometimes it’s hardto measure those indirect salesthat come from content marketing. For example, the number
of conversions that I getthat come directly from
YouTube are really lowand if I only looked at Google Analytics,I’d probably say you know what?YouTube is a waste of time. But when I dug a little
bit deeper, I discoveredthat my YouTube channel is huge sourceof subscribers and sales. In fact, lots of new customersspecifically site my YouTube channelas a main reason that
they decide to enrollin one of my courses which tells methat my YouTube videos are paying off. Which leads us to our
eighth and final step,scale your content marketing. So at this stage, your
content marketing is working. You’re getting more
traffic, leads and salesthan ever before which is great,but at this point, you’re
probably wondering,how do I scale this stuff?Before I answer that question,
a quick word of warning. I don’t recommend scaling by pumping outa bunch of blog posts,
that’s what most people doat this stage and it hurts them. Instead of continually
putting out awesome stuff,they start to focus on quantity
and because their contentisn’t as good as it used to
be, people stop reading it. I’m sure you can think
of a blog that you usedto follow that fell into this trap. So, yeah, you definitely wanna scale,but you don’t want your quality
to suffer because of it. For example, I’ve only
published 63 total postson the Backlinko blog
and those 63 posts bringin 392,441 visits every month. My secret, I focus on scaling
quality, not quantity. I’ll explain, a few years ago,I published this Google
ranking factor study. This post was totally different thanthe type of stuff I was putting out. Not only that, unlike a list postor a case study, I couldn’t do it myself,I had to assemble a team. In the end, that study did really well. It generated a huge traffic spikein its first week plus that
single post has been linked tofrom over 2,000 different domains. There you have it, my
eight-step content strategy. If you liked this video, make sureto subscribe to my
YouTube channel right now. Just click on the Subscribe
button below this video. And if you want exclusive SEO techniquesthat I only share with subscribers,head over to banklinko. comand hop on the newsletter, it’s free. Now I wanna hear from you. Which strategy from today’s
video are you gonna try first?Are you gonna try to increase
your click-through rateor start scaling quality?Let me know by leaving a
comment below right now. Is it okay?Okay. An, an industry, this industry. Can you hear that?And, you sure, yeah. First, for, just in case, now, do.


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