1. Inappropriate content will not capture the desired audience
If one does not know his target, he will not be able to understand their motivations, and therefore will not be able to position himself as a qualified person to advise them.
The main objective is to become a real support for your visitors. The Inbound Marketing strategy then turns out to be a real asset from the content creation phase by offering a pragmatic methodology geared towards performance and return on investment.
Good content marketing is based on a relevant analysis of its target.
It is essential to start with understanding and defining the profile of your Buyer personas, i.e., your typical customer profiles. To increase website visibility, you must first understand the expectations, aspirations, motivations, and questions of these buyer personas and consult any web design & development team.
This will allow you to provide your target audience with rich content of useful and profitable information for them. You must also be present at all stages of your purchasing process by supporting your buyer persona through their various reflections.
2. Content that neglects keywords, by Google will not be referenced
When you want to generate qualified traffic on your website, you have to start by being well referenced by search engines. The goal is to be positioned on the first page of results and to climb to the top search results, which benefit from a better click-through rate.
To do this, we must understand how the search engine maneuvers to index the pages of billions of websites.
Google, or other search engine like Bing and Yahoo, will first crawl the content of your web page for recurring words and phrases in order to target the subject of your articles. It will then assess their relevance and rank the content based on the authority and reputation of your site.
Before writing your content, think about the appropriate keywords, which ones best define your article, and which your future readers will type in the search bar.
3. A site that is not interested in SEO will not be referenced
SEO, meaning Search Engine Optimization, aims to improve its positioning and increase its visibility with Google.
Once your keywords are defined, if you do not place them in the places searched by search engines, you will lose SEO. Place them intelligently is a form of repetition, allowing Google to spot and understand the subject of your blog post.
When a search engine analyzes your site, it will assign special importance to certain strategic corners of your content:
- The title
- Subtitles
- The Alt-text tag of your images
- Body text
- Url
4. An unsightly site will not keep its audience for long
In the age of immediacy, the visitors you’ve attracted will quickly judge the shape of your site and determine if they stay there. Indeed, if it is not aesthetic, there is only one click to do to find another clearer.
Your blog must, therefore, avoid certain errors if it does not want to disinterest its reader in less than 5 seconds:
Keep in mind that it’s rare for a visitor to read your article in its entirety. Take the time to highlight the main ideas of your post: make it readable and understandable quickly in order to keep your readers.
Think simple, efficient, and beautiful!
5. A lack of regular publications will erase your visibility
No matter how well your site publishes a compelling article on a relevant topic, if there is only one to read, your traffic will be very low.
Inbound marketing shows that it is important to publish content consistently, content focused on the reader and their needs above all.
You will generate traffic by serving the interests of your audience. What she expects from you is that you always teach those more things, that you guide them in their search for solutions, that you play a role of support.
Publishing regularly means increasing your visibility, establishing an expert position in your field, being better referenced on search engines, and therefore generating leads and forming lasting relationships.
6. Content already seen, will not produce views
Your potential readers will have no interest in visiting your blog if you have contented yourself with reproducing an article already present elsewhere.
Create quality content, with high added value to build your reputation and really help your readers.
Guide your readers’ browsing and respond to their various issues according to their purchasing path: blog articles, white papers, eBooks, reviews…
Present a clear Call-to-Action to help them go further in their search for a solution and turn them into a lead.
7. Unrelated content is losing a chance to attract the desired traffic
If you don’t promote the new article you just posted, you are unlikely to be visible.
It’s up to you to get people talking about your site by being proactive.
Attract visitors by sharing the publication of your new article on social networks (including Linkedin, Twitter, and Facebook).
Maximize your internal networking. Netlinking improves both navigation inside your blog and increases your natural referencing position on search engines.
8. A site that nobody talks about will not engage the web
If your blog doesn’t encourage sharing, doesn’t make your readers want to relay your advice or express how your post solved their problem, then it will lose traffic.
The last watchword you need to have in mind to generate traffic: engage.
Add social media buttons to each of your posts to make it easy for your readers to share.
Encourage commenting, giving opinions, and feedback.
Get quoted! Google will judge if your content is interesting to others, and will measure it through the various links that lead to your site.
Digital Endeavour 