Digital marketing is about taking one thing and turning it into 17. Using cross-pollination tactics, a single social media post becomes the beginning of a narrative or a series of advisory posts.

bee in the sky to show cross pollination in digital marketing

A blog post becomes a press release or a client informational or an eBook. It’s like nature, but with words and inbound marketing tactics rather than bees and pollen and birds and…you know, other outside stuff. In other words, when you create any form of content, it should be repurposed for the overall benefit of your digital marketing strategy. Here are our top three tips on how to make sure your content marketing efforts lead to epic SEO results.

 1. Work Your Keyword List

Having conducted keyword research (click the link for the best keyword research article I’ve ever read from Ahrefs), you should have a long list of short and longtail phrases you can use as the basis for copywriting and content creation. In order to integrate these correctly into your content, they should form part of your language, the way you speak or as advertising people like to say your, “voice.”

Topic clusters example from HubSpot

This, again, refers back to topic clusters; groups of keywords that complement each other, assisting Google in understanding what it is you are trying to say.

Using the example to the right, which is taken from our HubSpot, we would incorporate these phrases, not clumsily but naturally through the adaptation of our language. We may mention ‘SEO copywriting‘ as part of the header, while mentioning ‘SEO techniques,’ or SEO strategies that work’ as part of the body content.

That way, we’re explaining clearly to the audience what we’re trying to help them learn, and at the same time letting Google and other search engines know what we’re trying to rank for – but all in the same language, using identical terminology. Importantly, this style should echo through your website and promotional marketing also.

2. Plan Your Blog Structure

Good content marketers don’t just grab a generic topic and pump out a set number of words based on targets. Creating a structure in your content is just as important the content itself being worth consuming. Importantly, don’t confuse this with doing the same thing every time and you will need to find your own style when it comes to writing, but here’s what I do –

a. Begin with a single, awesome idea (click here for an article on the importance of this)

An idea that will add genuine value to your audience if you can effectively communicate the importance of it, or how to do it.

b. Decide the best way to sell that idea

Selling in this sense means helping the audience understand what you’re trying to say, and how it is relevant them. Consider whether a list is the best way to communicate your idea, or perhaps an editorial piece or a detailed scientific paper – refer to your audience, consider the idea and decide how you are going to get your point across.

c. Write the summary, then the first paragraph

If you have a single, awesome idea then you should pretty much have the summary written in your head anyway. It will also assist you in extrapolating your idea, including finding opportunities to differentiate how you explain it – crucial when reaching out to a large audience.

d. Write it, rewrite it, rewrite it…

Look over your keyword list first to make sure you are using appropriate language for Google and your audience and complete a first draft. Add in images if they are useful and then revisit it the next day. Is it awesome? If not, redo it until it is. Don’t go easy on itself, it’s better to publish one awesome piece every few weeks than it is to pump out a consistent bunch of rubbish that nobody wants to read.

3. Create a Content SEO Ecosystem

Yes, copywriters and marketers like to make themselves out to be more clever than they are by using big fancy words, but in this case the term, “ecosystem” is actually relevant. Also, it makes me sound clever.

Go back to your keyword list and find a group of complimentary articles. Link those articles together using internal links, and begin to map where each link goes. This wireframe will help you build solid anchor text ratios for your site and will again assist Google in understanding what is that you are trying to do. It will also mean that you can produce content with your keyword structure in mind.

Table showing Internal links and link juice for SEO and content marketing

Your cornerstone content – that content which is designs communicate the core concepts that you predicate your business on – is prioritised. In other words, you allocate links from high-quality pages to your cornerstone articles firstly, and then to other relevant blogs that you will nurture over time. Of course, you will also disproportionately seek backlinks for your cornerstone content, but this is a separate strategy from your content marketing initiatives.

By folding these relatively simple SEO strategies into your content marketing plan, you can experience not only improved search engine results, but also the ability to consistently expand your keyword influence. Through defining your copywriting voice as part of your SEO voice, you can continue to expand your vocabulary in relation to the keywords your target personas use. As you gain momentum, results can continue to be enhanced as topic clusters expand, along with your understanding of the online habits of your clients and prospects.

Similar to most other SEO and digital marketing initiatives, this one takes time in the form of research, analysis and testing. However, it does mean that for every blog you produce, your website is improving, your SEO is increasing, and your understanding of your market – at least from an online standpoint – is getting better.