How Can Content Marketing Help a Business? Tips for Effective Keyword Analysis and Content Creation

By mark. Published December 19, 2023  

When trying to be better found online one question frequently posed by small business owners, from tech startups to real estate agents, is, "how can content marketing help a business?" It's a valid query, given the influx of marketing strategies available today. At its core, content marketing is more than just generating articles, it is the art of producing and sharing valuable, relevant content to attract, engage, and convert a targeted audience.

But how does one create content that resonates with the audience? A significant part of the answer lies in keyword analysis.

 We explore the transformative journey of a real estate agent in Boulder, Colorado, and discover practical strategies for effective keyword analysis and content creation.

The Power of Content Marketing

According to a study by the Content Marketing Institute, content marketing generates about three times as many leads as traditional marketing tactics. This highlights the power of content in attracting potential customers, and the major aspects of the power can be distilled down to: 

  1. 1
    Builds Trust with Your Audience: Regularly publishing quality content establishes you as an authority in your field. When readers find consistent value in your content, they begin to trust you, and a trusted brand is more likely to convert leads into customers. Whether you're detailing the nuances of a product or explaining the real estate market trends in Colorado, consistent value leads to trust, and trust leads to conversions.
  2. 2
    Improves SEO Rankings: Fresh, relevant content is a magnet for search engines. Proper keyword integration boosts your visibility, drawing a larger organic audience to your domain. Search Engine Land points out that high-quality content can improve a website's ranking in search results. This is because fresh, informative content signals to search engines that a website is relevant to specific topics and trustworthy.
  3. 3
    Cost-effective Promotion: Unlike paid advertising, where you spend for every click, content remains on your website, continually attracting and engaging visitors for months or even years after it's published, be they readers or homebuyers.

Analyzing a Client’s Website for Content Gaps

Let's step into the shoes of our client Sarah, a real estate agent in Boulder. After a decade in the business, Sarah realized her website was simply a static page with basic information and a few property listings.

Using tools like Google Analytics, we discovered that her bounce rate was high. Visitors landed but didn't stay.

This revelation was her first step towards understanding the importance of content.

Identifying Relevant Keywords

Keyword research is a crucial step in content marketing. For Sarah, our keyword research led us to terms like "Boulder homes for sale," "first-time home buying tips in Boulder," and "real estate market trends in Colorado." These longer, more specific phrases are more likely to be used by people actively looking for the information you offer.

Several tools can help with this process, such as the free Google Keyword Planner or paid options like Ahrefs and SEMrush.

Emphasizing search intent and long-tail keywords, she began to realize the world of her potential clients and the type of content they sought.

If people are looking for the information then she should provide it!

Crafting Quality Content Around Your Keywords

With a list of relevant keywords, Sarah asked us to ramp her website.

A blog was added to the site, with the first post titled, "First-time Home Buying Tips in Boulder: Everything You Need to Know." This article wasn't just keyword-optimized; it was filled with genuine insights about neighborhoods, school districts, parks, and local places to go.

But the content didn't stop at writing.

The website was enhanced to incorporate video tours of her properties, embedding them on her site. These videos, complete with descriptive keywords, provided a real-life experience, drawing prospective buyers into the homes she showcased.

These were repurposed and edited down into YouTube shorts to engage a different audience. Repurposing content allows you to maximize the value of your efforts. By transforming a single piece of content into various formats, you can reach a wider audience and extend its lifespan.

These shorts would link to the longer version and she gets a good click through rate from interested viewers.

Each of the descriptions links to her property listings so that anyone really interested in the property can click through and find out more detailed information on the property.

These videos were also uploaded to different social media so that Sarah can personally engage with her following.

Videos are proven to be highly effective in getting reaction. and viewership. They also add the human touch and can help Sarah relate her persona to her potential clients.

At all touch points there will be links back to the appropriate page on her website, so that anyone interested can easily find the property information.

If you are looking to repurpose your real estate content, here are some tips to keep in mind:

  • Focus on core takeaways: Identify the central message or key points of your content.
  • Tailor the format: Adapt the content to suit the specific platform and audience.
  • Maintain brand consistency: Ensure the repurposed content aligns with your brand voice and visual identity.

and formats to consider to reformat to would include:

  • Infographics: Transform data-heavy content from blog posts into visually appealing infographics for social media.
  • Slide decks: Repurpose blog content or video transcripts into slideshows for presentations or social media stories.
  • Social media snippets: Create bite-sized social media posts with key takeaways or quotes from longer content.
  • Email newsletters: Compile blog posts or articles into summaries for email newsletters.

Becoming the Local Expert

As time progressed, Sarah's blog blossomed into a treasure trove of local knowledge. From deep dives into market trends to interviews with families she'd helped relocate, her content range was vast.

And with each post, her reputation as Boulder's go-to real estate expert solidified.

This took time to build up - Rome wasn't built in a day and that is true for a meaningful blog.

The blog should be engaging and useful to anyone looking, but also answer relevant questions that people doing searches on their desktop, phone or tablet can find.

Sarah's journey is a great example of how can content marketing help a business. Whether you're in tech, retail, or real estate, content marketing is about forging genuine connections with your audience.

Through strategic keyword analysis, coupled with engaging content creation, businesses can not only reach their audience but also resonate with them, fostering trust, community, and sustained growth.

You may not get a conversion immediately, but they will be predisposed to trying your services when the time is right for them.

About mark

Mark Lowe is a seasoned e-commerce and digital marketing leader with over 20 years of experience driving business growth through innovative customer relationship management strategies. Mark's experience spans leadership roles at Strategic Advantage, Capgemini, and Unisys Corp., where he spearheaded successful e-commerce initiatives, technology architecture, IT management consulting and championed the use of data-driven tactics to cultivate customer loyalty.

Mark holds a Bachelor of Science degree with honors in Computer Science from Wolverhampton University. He is a recognized thought leader in the e-commerce space, having spoken at industry conferences and sharing his expertise through published articles. Mark has also made multiple television appearances as an expert in online security.

Mark Lowe is currently an executive and active consultant with Strategic Advantage, a firm specializing in e-commerce strategy and digital marketing solutions.

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