We can spend a lot of time creating content. In doing so, we hope to get results. These results include more traffic to your website, more conversions, more subscribers to your email list, etc. If you aren't sure if your content is working for you, this episode is for you!

What you'll learn:

→ how content can support your organizational goals. → how to reverse engineer your content for better results. → ways to maximize Google Search Console → the importance of collecting data (even if you aren't ready to use it yet). → give people next steps in your content → researching content ideas your audience wants to hear about.

Want to skip ahead? Here are key takeaways:

[5:47] Content marketing is a long term strategy. If you aren't getting the results you want start by evaluating the content you already have. Think about your user journey and reorganize it so that it's presented in a way that speaks to them and is easy for them to find. If you're just getting started, you can speed up the process by running digital ads to your pillar content. [5:17] Reverse engineer your donor journey to see what content is working or what might need to be added. Use your analytics to see what content people are consuming before the make a donation. Also, what pages they are leaving from and not making a donation. This will help you determine how to organize your content as well as what pages might be good for promotion via the Google Ad grant or paid digital advertising. It will also help you determine what content to update, consolidate or write. [11:43] Build trust with search engines. One way you can do this is to prominently feature your authors and build out their profiles on your website. This allows search engines to trust that you are an authority in that area. [15:43] Make sure people have somewhere to go once they've ready your content. When you understand how people use your website before they make a decision you can guide them to additional resources, guides, pieces of content and important pages on your website for a faster decision. You can do this in your content through links, buttons, forms etc. [22:34] Researching to find topics that your audience cares about. This can come from simple things like google searches. Use different types of prompts like “donate to” or information searches. Also use the information that shows up in the search results to show you what people care about and are looking for. 

Resources

Google Search Console

Aaron Burnett

CEO and Founder of Wheelhouse Digital Marketing Group

Aaron Burnett is CEO and founder of Wheelhouse Digital Marketing Group, a fast-growing digital marketing agency recognized by INC. Magazine as one of the best places to work in the United States and by both Seattle Magazine and the Puget Sound Business Journal as one of the best workplaces in Washington State.

Aaron delivers an engaging, inspiring conversation about building a thriving, values-led business whose growth and culture are fueled by helpfulness, generosity, and joy and about the current state of digital marketing through the lens of a leading digital marketing agency. Learn more at https://wheelhousedmg.com

 

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