I have been writing search engine optimized content for 11 years now, and everything has changed over the past two years. Most people think it is AI, but it is actually how Google responded and adapted to AI.
2024 is a good year to unlearn the wrong things we’ve done in SEO and double down on the good. It might seem like we’re swimming against the wave, but you’re actually going ahead of the competition. And if you’re with me, we’re in for a ride.
It surprises me every day that website content marketing is still a comparatively untapped and unexplored form of content creation. Geographically speaking, I am talking more about my country, India. But this is also the reason why it is a powerful medium to get ahead of the ones who aren’t focusing on something we do!
What is website content marketing?
Most of us understand how YouTube works with long-form content. So, the simplest answer to this question is “written version of long-form YouTube videos.”
Yes! For starters, this is how I can explain what growing a website can do for you. It is similar to growing a YouTube channel, and right now, it works best when interlinked across social media profiles.
Google is the top search engine while YouTube follows right after. Both are dominated by long-form content that shows us results based on keywords we type.
Our work as a content marketer is to ensure your potential clients find you when they type in a query that associates with what you do. While YouTube is a video format, website is a written format.
Suppose you have an upcoming holiday and you want a travel itinerary. You type in a search term on Google that goes like “how to spend 3 days in Rome”. The picture below gives you an idea of all the websites that have results for this phrase you just typed in.
But why did they show up? Because they created content to answer what you required.
Now imagine using the same technique to answer queries your customers have. The work that goes behind helping your brand show up on Google (or similar search engines) is what website content marketing is all about.
How does website content marketing work?
Website content marketing has two significant aspects to cover. It is a combination of content creation and optimization for search engines (or what we call SEO).
Supposed you acquire a domain and get it developed. What would you do next? You’d share it with people so they find out what you do, right? Well, that activity would be a part of off-page SEO. Hurray! You’re getting there all by yourself at this point.
But now you want to scale things and take one step ahead. So, you decide to contact an SEO agency so your website grows organically. This is where I can help you because this is what I do.
Here is a step-by-step process on how website content marketing works for us:
SEO Audit
The first step of the process is an SEO audit. It is evaluation of a website to figure out how it currently performs and what we can do to improve. SEO audit revolves around different aspects that goes into the technicalities.
The points above explain all that goes into an extensive SEO audit. The process diagnoses the health report of your website and the areas that require medication!
SEO and content strategy
The SEO and content doctors understand the condition of your website, they start planning for treatment and maintenance. The SEO audit leads us to the next step and here’s where the brainstorming happens.
Once the experts understand your concerns and goals, they create a strategy that will benefit your business. The process depends on what type of business you have, your competition, and how we can create content that fits right.
Content creation
Here is where writing words that matter, matter the most! As a website owner, you want to let your audience know your story and this is where you can choose to stand out in 2024.
Your audience already looks for answers you have to share to make their experience better. As an agency, we find relevant questions your audience is looking for, answer them for you, and grow your brand into a trusted resource. Trust, dependability, authenticity ultimately helps them evaluate your brand and make purchase decisions.
Content Repurpose
The content created are long-form articles just like the one you’re reading. Such posts can also help us create short-form content pieces that go into your social media profiles like LinkedIn and Twitter.
These content pieces can also leverage reel or tweaked into YouTube script ideas. So, one mother content can birth plenty of ideas that can be interlinked to create your digital omnipresence.
To use or not to use AI
The world of website content marketing has evolved due to AI. The tools are getting stronger every day and even as a content strategist it gets hard for me to differentiate.
But you know the best part? It also allows me to personalize and tell your story. This has been missing in the world of writing web content for the longest time.
When we create content, we want to reach out to the audience we want to target so that they know us and buy from us. But many times, we end up creating generic content looking at the top webpages and what they’re doing. This is what website content marketing has been for the longest time.
In 2024, the SEO strategies that associate to writing website content has to come with personalization. And that’s where we stand out to offer you something exclusive that only we can.
I mean, I am literally adding self-promo sentences within the post to prove that this is human-written because it is. Also, because this is my story to tell and I have complete control.
I love AI to simplify things for me and enhance research processes. But no, it cannot make me churn out generic answers about what’s web content and give them to you. I am here to tell you my process, so that I get to do the same for your business.
On-page SEO
On-page SEO is my favorite because this is what I’ve mastered for the past 11 years. I know what to write and which way to write to create engaging SEO content. I’ve also trained over 50+ writers to do this as this is the foundation of website content strategy.
The written part you see across a website that have been created for the SEO-perspective is either content writing or copywriting. So, on-page SEO are technicalities that go into creating effortless content that you seamlessly read but have tactful inclusions to optimize them for SEO.
I mean, what you read here might feel like a piece of content to you but it has words that had to reach you. All the work that goes into on-page SEO is internal and relates to how content is written and optimized. Writers and editors are responsible for on-page SEO strategies.
Off-page and Technical SEO
Off-page and technical SEO are external strategies that are done by SEO executives or specialists. While off-page SEO looks into the technical aspects of website content to promote it indirectly, technical SEO ensures the website functions perfectly to keep visitors hooked to what you have to offer.
Off-Page SEO
Technical SEO
Has website content marketing changed in 2024?
The foundation of SEO and content has not changed. Since we’re strong at the core it is easy to adapt. Google algorithm changes more often than it used to ever since AI has gained prominence. Since AI is gradually growing as an alternative search platform, Google constantly find ways to enhance user-retention.
AI Overviews and Search Generative AI (SGE) are new features that have made their space and how we look for answers on Google. So, as website owners what we do is embrace the change and find ways to fulfil user-intent.
The ultimate goal you’d want your customers to fulfil is to find the right answers to their queries. As Google find ways to simplify the process for users, we as website owners find ways to help Google do just that.
The future of content is personalization and that’s where personal branding through storytelling takes precedence. If this is something you’d want to know more about to make your brand stand out, we’re one call away!
Frequently Asked Questions
1. What is content writing for a website?
As a website owner, when you write and publish content pieces to your website it is called content writing. If you create content keeping SEO practices in mind, you can optimize your written content to show up organically on search engines and draw organic traffic to your website. The process allows you to get visitors purely based on good content written and optimized for search engine result pages (SERPs).
2. What does website content do?
The content you add to your website lets you create an opportunity to rank on the search engine organically. It is an opportunity to outrank existing competition by creating helpful content that satisfies the user’s search intent. Website content helps you answer queries in long or short-form content pieces to help your target audience find you, trust you, and buy from you.
3. What is an example of content writing?
The content you are reading right now is an example of website content writing. I wrote this piece of content to help you understand how website content marketing works in 2024. I also helped you understand that I approach this differently because my intent here to talk to you, exactly what I help you do with customers who can buy from you!