There has been significant growth in the field of digital marketing. With growth comes major advantages, which is why it is crucial to have a strong online presence, no matter what business you’re in.
However, if you have a small business, you will initially face several problems. Some of these include intense competition from big companies, gaining the trust of new customers, and the right way to position your product. You will ultimately have to overcome these if you want to increase traffic to your website and convert that traffic to valuable leads.
One company that has growth down is Grammarly, a free online writing assistant. They currently have about 20 million users, with a whopping 60 million visits each month.
With help from their simple content marketing tips, you’ll be able to achieve a strong online presence and, over time, see similar site traffic. Are you ready to make your business easily accessible and get the credibility required to attract more potential customers?
Let’s dive into four content marketing tips that will get you there.
1. Target the Right Audience
One of the most important reasons Grammarly has been so successful is that it knows how to target the right audience. The company’s audience includes students, writers, and entrepreneurs. Anyone who does a bit of writing has probably used their service at least once.
Targeting the right audience might be the first and the most crucial marketing strategy for any business. Why? Because it allows you to find those valuable customers who would be interested in the product you’re selling or the service you’re providing. And it’s crucial in figuring out how to speak to them appropriately.
Grammarly’s approach is to zero in on the demographic of people reading and engaging with their content pieces and then target that same demographic for their social media and paid ads.
2. Create and Distribute Relevant Content Pieces
Most SaaS and B2B companies advertise with banner ads, touting how good they are and what a valuable solution they’d be. While this strategy does a great job of getting a business in front of a wider audience, it doesn’t guarantee clicks. Instead, take a note from Grammarly and target your audience by distributing relevant content online. This approach shows customers how knowledgeable you are and positions you as an industry leader who can be trusted.
To do this, you need to understand what your audience is searching for online. For Grammarly, focusing on keywords and phrases like “writing and editing tools” or “grammar tips for non-writers” can help them shape content on those subjects so that those pieces pop up in search results.
Being consistent with this approach can lead to higher and higher search results, making your content the first customers see. For Grammarly, this drives millions of traffic to their site every month.
Take a look at the examples below to see how Grammarly ranks in Google searches.
When searching “their or there,” Grammarly ranks first.
3. Use a Content Cluster Strategy
Grammarly takes immense pride in its content topic cluster strategy for driving in over 20 million regular users.
A topic cluster strategy is when you create one big pillar post on a topic, then tons of other related content that links back to it. This helps you not only create tons of high-quality content, but it helps increase your on-site SEO because it focuses on an internal link building strategy. It also improves user experience by navigating a visitor towards relevant content and articles easily.
4. Turn Visitors Into Users
From the moment you start drawing up your strategy on the whiteboard, the one thing on your mind should be converting leads to customers. Even in the case of Grammarly, the secret behind their growing number of users lies in how they turn visitors into users and push them down the funnel.
First, they try to focus on their content pieces by providing all the important information they can. This is essential because if your content has more value, you’ll naturally have more visitors and more returning visitors. High-quality content creation leads to trust and reliability.
Once the visitors come to their site and read their content, Grammarly adds a pop-up invitation to access their product for free. They also link related content so readers can get more information.
If you want your business to grow like Grammarly, then your focus should be on the creation of new content pieces and distributing them effectively. Don’t try to shamelessly promote or overly sell your product. Instead, focus on your audience’s issues and interests in conjunction with a keyword strategy to help bring your audience to you.
Author Bio
Bill Acholla is a digital content marketing consultant specializing in content marketing. If you need a blog post template that can help you create the right content and drive more traffic to your business, signup for his business blog at Billacholla.com.