Promotional content for an audience that knows the industry but not the company

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An example of this type of communication could be a success story explaining how the use of a certain service or product helped solve a problem, increase business volume or, in the example we provide below, improve customer satisfaction.

In this example, Hootsuite, a software for managing multiple social profiles from a single platform, explains how Herschel was able to improve customer service satisfaction. Beyond listing the benefits, this type of content explains what it is used for in real life.

Introductory content for beginners
This type of content, apart from being informative, also allows us to explain how an industry or a specific product works. We are talking about basic content that is understandable by everyone. In most cases, branding actions are pursued so that when a user needs a service or a product like the one we are offering, they think of us and become a lead.

If you are a regular reader of our blog, you will have noticed that some of the content we usually work on in our blog can be included in this type of communication. In fact, from time to time we tend to work on some that are important for the sector in general, such as this article on the use of the canonical tag or this other one on crawl budget optimization . Apart from sharing our know-how, we also do it to be in the top of mind of all the people who follow the blog in case they ever need an SEO company.

As you can see, all these examples fit into a good content plan that must be present in all phases of a potential user's customer journey.

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Depending on your niche, you will receive visits from different profiles. Based on this, you will have to adapt your content to the type of user you are going to attract in each phase.


Linkbuilding
As we mentioned at the beginning, once a good content plan has been defined that allows the company to be relevant for all the target keywords, it is time to gain authority to be able to stand out above the competition, which is why link building is so important.

Before getting into the subject, for those who don't know, link building is nothing more than a set of actions aimed at generating external links (i.e. from other web portals) to a specific website.

Now that we have a clear idea of ​​what it is, some of you may be wondering why it is important, as we mentioned in the introduction to this post. Below we give you some reasons.

many criteria that search engine algorithms take into account when ranking results. Normally, lawyer email marketing database the more popularity you have on the (authority derived from links and social ratings) the more likely you are to appear at the top of the search results of the different search engines for the target keywords. A very important point to keep in mind is that algorithms are becoming more intelligent and demanding and therefore analyze both the number and quality of links. So, if possible, it is better to get a link from an article in a very reputable media outlet than from an article on the blog of someone who is just starting out.

On the other hand, we must not forget that apart from the transfer of authority, these links can be a great source of traffic, leads or sales if the media that contain the links are of quality and do things well:

Now, the million dollar question: Why would anyone link to a company?

The truth is that there are many ways to generate links to a domain. Below we propose the most common ones:

Paid link building. This is nothing more than the purchase of articles in which the inclusion of certain links to the website in question is agreed with the media.
Linkbaiting. Broadly speaking, it consists of including content in the company's content plan that really provides added value to users so that they naturally mention it and share it on social networks.
For example, a success story at the linkbaiting level is that of a North American company called Rest Easy Pest Control that published content (infographic) on “How to do organic pest control.”

This content has more than 100 external links as of today, representing 30% of the total number of links on the domain.

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Publishing this content also had very positive long-term consequences on the organic traffic generated by the domain. The authority that this content generated helped the company improve its positioning for several keywords important to its business.

Take advantage of the company's day-to-day activities: Nowadays, almost every company closes collaboration agreements with partners, organizes or participates in events or sends press releases, for example. As far as possible, it is about taking advantage of each action that both the communication and public relations departments are going to carry out to try to take advantage of it at the SEO level.
Another example of a success story, but this time in a different field, is El Corte Inglés, which organizes a 10km race in the center of Barcelona every year. This event is far from the company's main activity, but it still generates many links:

Promote the content you create among the community's most loyal users and the sector's most loyal influencers. Thanks to this simple action, it is possible for them to echo the content and mention it in the media they have access to or on their social networks.
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Nowadays, link building still plays a big role when it comes to positioning a website. Throughout this section, you can see 4 different ways to get links for your content.


Conversion
SEO should not be understood as a means that serves only to generate traffic to a website, since it does not contribute anything if users buy or meet our objectives. In fact, generating traffic to a site without making sales would be like having a store on the street where everyone goes but no one buys. A bit useless, don't you think?

The advantage of SEO is that by knowing the keywords, companies can create optimized content for both acquisition and conversion; for all stages of the customer journey of their target audience. As we have seen in the point about the customer journey, you cannot expect the same conversion rate for content focused on people in the “Purchase” stage as for content for those in the “Consideration” stage, for example.

In this case there are certain factors that influence the purchase, we are not going to go into detail but we will leave several interesting notes to understand the concept.

Most business-focused websites have three types of pages: a home page that talks about the company's advantages and features; product pages that are 100% conversion-oriented; and finally, blog articles that try to position the company as a reference in the niche.

Obviously, each type of page has a different conversion rate. A blog can attract a lot of traffic but “sell” very little, while product pages tend to work the other way around. Obviously, attracting a visitor with the keyword “what is a tile cutting saw” is not the same as “buy a tile cutting saw”, right?