SEO may bring you lots of targeted traffic, but that traffic will be useless if your content doesn’t convert. And the trick to doing this is to pair product-focused content with snazzy copywriting skills that pack a punch. So let’s go through how to do that.
1. Make sure it targets a keyword with business potential
The true mark of content marketing success is not ranking on the first page on Google. It’s ranking and attracting a steady stream of leads and sales.
Unfortunately, many businesses create mountains of blog posts without considering the business potential of their keyword or topic.
You’ve probably seen these posts lurking around. They’re often about topics that have nothing to do with the business’s product, and they always end with a pushy call to action (CTA) that serves zero value to the reader.
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That’s why it’s crucial to target keywords or topics that align with your product.
Here at Ahrefs, we always consider a keyword’s “business potential” score. The higher it is, the better the opportunity to position our product as an irreplaceable solution to the reader’s problem.
Here’s the scale we use:
This brings us to the million-dollar question: How do you position your product as the best solution so that readers will choose you over your competitors?2. Make sure it shows your product in action
As marketers, our job is only half done if we target keywords with business potential but fail to educate prospects on how our product works. After all, that’s the whole point of choosing topics with high business potential.
But you shouldn’t just tell readers how your product works—you need to show them.
That’s what we’re doing in this post. Notice how we demonstrate how our SEO toolset helps you optimize your content? You’ll probably hit the “X” button if we make a blatant statement like “Ahrefs optimizes your content with a few clicks” without backing it up with proof.