Content Marketing Guide: How to Improve Organic Click-Through Rate

if you're new to content marketing it
can be a little daunting at first where
do you start how do you create content
that will rank on Google and once you've
got people clicking through to your site
how do you keep them there luckily this
video is going to cover all that while
offering you a deep insight into how to
increase your organic CTR or
click-through rate
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what's good guys it's cam here from
neighborhood where we help Brands find
sell and keep their people so what is
content marketing content marketing is a
strategic approach focused on creating
and distributing valuable relevant and
consistent content to attract and retain
a clearly defined audience then
ultimately to drive profitable customer
action content marketing is one of the
most important aspects of online
marketing creating and Publishing a
valuable piece of content can attract
new customers and keep them returning
for more nurturing them through their
customer Journey it's all about creating
a relationship with your audience when
it comes down to it producing high
quality content encourages potential
clients to trust you while seeing you as
an authority in your field publishing
high quality content regularly can also
help you improve your search engine
rankings bringing even more traffic to
your website some types of content
marketing include blogging being one of
the most common and effective forms of
content marketing businesses can attract
new readers and customers by creating a
helpful informative blog article then is
social media marketing another great way
to reach your potential customers is by
sharing interesting content on platforms
like Twitter Facebook and Instagram
allowing businesses to get their
products and services in front of a
large audience another is creating
ebooks orb guides that provide valuable
information for your target audience in
addition to ebooks is creating helpful
resources such as checklists or
templates that can be downloaded from
your website next is developing
infographics that illustrate vital data
points or stats related to your industry
and a personal favorite is video
marketing producing short videos or
webinars that educate viewers on a
specific topic and last on our list but
not limited to is creating email
newsletters that provide exciting and
helpful information for your subscribers
now you know your forms of content
marketing let's explore what the
essential factors in content marketing
actually are firstly Define your target
audience start by creating a buy Persona
a buy Persona is a digital marketing
term that refers to a semi-fictional
representation of your ideal customer
based on Market Research demographics
Behavior your patterns motivations and
goals Noble has a free buy Persona
template you can actually download just
below while high-end marketing agencies
will try to make the process complicated
creating a buy Persona is simple just
picture a customer you know in your mind
and answer some questions about them at
least to get you started for example
where do they live what do they do for a
living what are their buying habits
potential annoyances what are their
hobbies and interests once you have a
clear picture of your ideal customer you
can start to create content that appeals
to them you can also use this
information to Target your ad campaigns
effectively and craft more effective
sales pitches next is producing quality
content there is no substitute for
well-written informative and engaging
content whether you're writing a blog a
website or a social media account your
goal should always be to produce the
most valuable content possible this
doesn't mean you need to spend hours
writing perfect copy or employing a team
of editors but it does mean taking the
time to write something thoughtful and
original and ensuring that your grammar
and spelling are up to par with quality
content and you'll be able to build a
loyal following Drive traffic to your
site and ultimately achieve your
business goals so don't skimp out on
quality it's worth the investment third
is publish regularly you must publish
content on a regular basis if you're
serious about driving traffic and
generating leads that doesn't mean
churning out a few blog posts now and
then it means consistently publishing
high quality content regularly not only
will pushing content on a regular basis
help you build an Engaged audience but
it will also make it easier for you to
plan and produce your content think
about it this way if you only publish
content sporadically your audience will
never know when to expect new content
from you but if you're posting on a
regular schedule let's just say weekly
your audience will start to anticipate
your content and look forward to it
consistency is critical when it comes to
publishing content so make sure you
stick to a schedule that you can commit
to in the long term with a regular
publishing schedule you can map out your
content calendar in advance instead of
having to scramble and develop new ideas
at the last minute this is key to
becoming an effective content marketer
we've included a free content calendar
that you can utilize lies below next and
most importantly is to promote your
content whether it's posting it to
social media sending an email blast or
even Printing and adding your local
paper if you want to get people talking
you need to do more than just put your
content in front of them you need to
promote it here are a few simple ways to
get you started reach out to influencers
this has been an emerging Trend to reach
new audience groups on several social
media channels if you can get specific
influential people in your industry to
share your content make a list of
potential influencers and reach out to
them with a personalized message next is
create shareable content if your content
is easy to share people will be likely
to do so use engaging images and
headlines and make sure your content is
mobile friendly to encourage those
social shares you can always run a
contest people love games they're a
great way to get people to talk about
your brand and generate action on your
awareness stage offer a prize related to
your business and promote the content
across all your channels another way to
promote is to leverage paid ads paid ads
can help you reach a wider audience than
traditional marketing try using promoted
post on social media Media or running a
search ad campaign and of course use
social media wisely social media is one
of the best tools for promoting your
content but you need to use
intelligently bombarding people with
links will not work instead focus on
creating or starting conversations
rather than just pitching a product or
service another big is learning how to
do keyword research keyword research is
vital to rank higher on search engine
results Pages or serps and make your
content marketing efforts actually worth
it it allows you to understand what
people are searching for online so you
can produce content that meets their
needs in short keyword research is
finding and analyzing people's words and
phrases they use to search for
information online by understanding
which keywords are most popular you can
tailor your content to include these
terms making it more likely to rank
higher in serps use your keyword
research tool like Google Keyword
Planner or pay tools like sem Rush these
tools allow you to see how many people
are searching for specific keywords and
how popular those keywords are another
approach is to analyze your website's
traffic data through the likes of Google
analytics this can help you identify
which keywords are driving traffic to
your site so you can focus your efforts
on optimizing for those terms with the
essential factors out of the way let's
look at how you can improve your
existing content marketing once you've
got the hang of regularly publishing
content you can begin to improve your
content marketing campaigns follow these
steps to start generating more clicks
from your search engine listings first
is cover the SEO Basics ensure your page
titles and meta descriptions are
relevant exciting and informative make
your page meta description accurately
describe the content on the page that
way people will now know what to expect
before they land on your page next is
ensuring you write attention grabbing
headlines headlines are the first thing
readers will see so they've got to be
compelling and they've got to be
compelling enough to make people want to
read your content people read hundreds
of thousands of headlines in their
lifetime so make sure you spend the time
in crafting a headline that are both
accurate and attention grabbing but what
exactly makes a headline catchy well
there are few key elements first use
numbers research shows that using
numbers in their headlines can increase
a click-through rate by up to 36 percent
why numbers make headlines more concrete
and easy to digest they also help convey
the scope of the article without
requiring potential readers to click
through to find out more Second Use
positive words headlines that use
positive words like best great and
essential tend to perform better than
those that use negative comments like
worst never and don't third use powerful
verbs active powerful verbs are another
critical element of catchy headlines
verbs like boost improve and double tend
to perform well as they suggest that
there's something worthwhile or engaging
in the article for the readers another
idea is to keep it short generally more
concise headlines perform better than
longer ones this is likely because
people are likely to scan headlines than
read them if you want your headline to
be readable and compelling keep it
concise then make it specific specific
headlines perform better than vague or
general ones this is likely because
specific headlines make it clear what
regions can expect from the article
which helps them decide whether or not
they're interested in reading it making
sure your existing content is being best
communicated with your people is
ensuring that you use imagery and video
people are visual creatures we're drawn
to Colors shapes and movement that's why
incorporating images and entertaining
videos into your content can help to
hold their attention adding visual
elements also make your content more
shareable on social media just look at
the popularity of platforms like
Instagram and Snapchat this follows on
of course to writing compelling copy
even if your article is Thoroughly
researched and optimized for SEO it
won't do you any good if no one wants to
read it a goal of content marketing is
to ensure that your copy is interesting
engaging and free of typos and
grammatical errors your audience
consists of real people who want to know
that you understand them so the best way
to communicate with them is to write as
if you are talking to them as a friend
be natural be yourself and don't try to
be someone that you're not your copy
will instantly become more relatable and
compelling with that explored let's now
dive into click through rate and what it
is is and why it's essential to the
success of your content marketing
strategy first what is a click-through
rate and why is it important the
click-through rate or the CTR is a
metric that measures how often people
who see your content actually click on
it it often age with business objectives
because it gives you an insight into how
effective your content is at achieving
your goals in essence a CTR is the
number of Impressions divided by the
number of clicks a high CTR means that
people are interested in what you have
to say and are more likely to take the
desired action whether signing up for
your email list buying a product or
downloading your ebook on the other hand
a low CTR can indicate that your content
isn't relevant to your audience or that
the content just isn't written
engagingly if you enjoy this video be
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all of our latest videos delivered every
week to your inbox you might be thinking
that's great and all but how do I
actually improve my organic
click-through rate paid advertisements
featured Snippets and knowledge Graphics
are becoming more prevalent at the top
of search result Pages because of this
organic CTR has been continuously
declining for several years paid ads are
made to look less like paid ads to gain
the Lion's Share of clicks so how can
you ensure that your content is seen and
clicked on by potential customers Begin
by analyzing the lowest click-through
rate offenders first these are the pages
that have the most room for improvement
picking the low hanging fruit is always
the best way to get the most results for
the least effort navigate to your Google
search console or GSC and check the
performance queries in average CTR boxes
this will give you a report which you
can sort into best performing CTR to
worst performing or vice versa you can
also use paid advertising to rectify
headline writing errors quickly the most
common reason for a low CTR is a poorly
written headline the easiest way to fix
that is to use Page search advertising
as your tool for headline Improvement
paid advertising allows you to quickly
and easily test out different headlines
to see which ones perform best by
testing other headlines you can find the
ones that most likely Drive clicks and
conversions if you make a mistake in
your headline you can change change it
in your ad and see results immediately
this is a proven way to rectify headline
errors and retrospectively apply them to
your articles with a low CTR next is to
use descriptive URLs in your site
structure which URL gives you the most
confidence this
or this one
the more descriptive URL is going to be
the winner here you can easily change
URL slogs to reflect your content and
improve CTR more accurately another
important factor to keep in mind is
applying title case to your headings
title case is a form of capitalization
used for titles and headings in the
title case all significant words are
capitalized while little words are left
and lowercase there is no single
standard for title case and different
style guides may have other conventions
title case makes the heading stand out
and is attributed to a higher CTR an
example is like a little a or a little a
n lowercase A and D you know what I mean
finally is to aim for the Holy Grail of
search the featured snippet think about
the last time you went to Google to
search for something you probably typed
in a few keywords hit enter and then
scan the results until you found what
you're looking for right well chances
are that you also notice that featured
snippet at the top of the search results
the featured snippet is the Holy Grail
of search engine optimization which
every business should aim for here's why
featured Snippets get significantly more
clicks than the first organic result and
since they appear at the top of the
search results they are also one of the
first things people see when searching
for a particular term in other words if
you can get your website to appear in
the featured snippet for specific
keyword you will likely see a
significant increase in traffic so how
do you do it unfortunately there's no
Surefire answer but there are a few
things that you can do to improve your
chances first make sure that your
website is optimized for mobile devices
Google is increasingly prioritizing
mobile friendly websites so this is the
crucial step to take regardless of
whether or not you're trying to rank for
a feature snippet second make sure that
your content is well written and
informative Google wants to feature
accurate and helpful Snippets so content
that meets those criteria is more likely
to be chosen and finally use structured
data wherever possible this helps Google
understand the content on your website
and makes it more likely to include
in-featured Snippets although there is
no guarantee following these tips will
get your website into a featured snippet
it's certainly worth doing if you're
looking to increase your traffic from
search engines and we've reached the end
of our journey firstly we Define content
marketing and how it can be used to
achieve business goals next we looked at
how to implement a Content marketing
strategy including the different types
of content that can be created finally
we discussed how to optimize your
content for organic search and improve
your click-through rate once it's
ranking by following these steps you'll
be well on your way to content marketing
success of course if you need a hand
with anything we've covered reach out to
us here in the hood we're happy to help
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