High quality digital content – that’s what this blog post is all about.

For more inspiration in digital marketing! Get creative and test it (regularly) yourself. From years of practical experience, I try to summarize what is important in professional content creation. Feel free to share the newly acquired information with your colleagues and send me a small digital donation via my donation form as a gesture of appreciation.

Define and visualize your digital content field and question the following:

• What am I offering?
• In which areas am I unique with my products and my services?
• Can I appear dominant with my content?
• Do I have the expertise (e.g. know-how about production, or important service qualifications)?
• What am I NOT offering?
• Which topics do NOT belong to my core area?
• In which areas are my COMPETITORS MORE DOMINANT than me?

Answer and outline these questions to determine WHAT digital content you (most ideally) need to market your offerings.

Ideally, you address a person from a defined target group with your optimized content, whose needs you cover (e.g. with your product), whose response to your content leads to a willingness to buy and ultimately to conversion. In order to be able to satisfy the needs of the searcher on the website in terms of content, a keyword research is required based on the most frequently searched terms that are searched for in relation to the product or service in the respective country and in the respective language. Here it makes sense to work with semantic keyword phrases and to include the TF/IDF method in the keyword check.

Improve the resonance of your digital content in small steps: Continuously intensify the content components (text, images, GIFs, videos) so that these build a combination of several areas of interest, desires and sensory elements. Use so called “SEO snippet texts” at the beginning / introduction of your website content to show the search engine crawlers the most relevant text content to the searched terms already as preview texts on the search engines’ SERPs (search engine result pages). These snippet texts can be also shown as so called “featured snippets” in search engines. Unfortunately, there is no guarantee that the search engines will display text snippets as “featured snippets”. The text algorithm looks for the most meaningful text connections to the respective search terms. The SEO manager usually briefs the content creator / web writer on the search terms to be used in the text so that it can be published usefully for search engines.

How can the appropriate content structure of the text finally look like?
Structure of (onpage) text components relevant to SEO:

It is recommended that the online marketing managers define the required text components for digital content in advance. This creates a basis for later A/B split tests as well as for responsive content to be displayed appropriately on different devices.

Beside that another important question arises regarding the measurement / evaluation of good targeted content versus bad targeted content: What is my conversion goal anyway and what should I measure?

Examples of conversion goals that are often chosen are:

• final website purchases
• other transactions (e.g. file downloads, email/newsletter registrations)
• Number of website users
• Number of website views
• Amount of the click-through rate (CTR) from the displayed text in search engines to the website visit
• Length of duration / duration time (in minutes and seconds)
• Level of bounce rate / bounce rate

After your content has been published via a new URL or a new landing page, and the first analyzes and reports have been evaluated, it is always time for optimization (e.g. in the form of A/B tests). For example, Google Optimize or Optimizly can be used by the commissioned UX manager (user experience manager) for A/B tests on websites. The website user is already a potential customer and should be analyzed together with the customers in thems customer life cycles to define an appropriate CRO (customer relation optimization) by using e.g. CRM automations in form of e.g. trigger emails and event emails customer related.

Since the orientation of the search engines, user behavior on the website and the analysis processes are constantly changing, it is important to always stay up-to-date with well-known sources of information.

I can highly recommend the following sources of information:

• SEO Guide moz.com (SEO, content)
• Semrush Knowledge Base (SEO, content, ads, social media)
• Searchmetrics SEO & Content Blog
• Seobility Blog (content, SEO, news)
• Google Search Central (SEO documentation from Sitemaps to JavaScript content)