How to Drive Repeat Traffic with Proven Content Marketing Tactics
Discover proven content marketing tactics to attract new customers and more importantly drive repeat traffic in this post.
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This post is going to cover proven content marketing tactics to attract and retain your target audience. Learn how to create engaging content and optimize for search engines to boost your website traffic.
Drive Repeat Traffic with Proven Content Marketing Tactics
For a website to do well, the primary condition is to get traffic.
A visitor browsing your website for the first time and making a purchase is rare. It’s not unheard of in the B2C space — but for B2B brands, it hardly ever happens.
The chances of closing a sale improve when you get visitors to interact with your website content regularly. It develops a meaningful relationship with your audience and speeds up sales.
In short, repeat traffic helps with search engine ranking, ad impressions, metrics, and lead generation. Content marketing offers the best odds of bringing repeat visitors to your website.
In today’s blog, we will discuss some sure-shot ways of boosting repeat traffic through strategic content marketing.
How To Get Repeat Traffic With Content Marketing
1. Understanding your audience
People will only interact with your website if they find the content interesting. From landing pages to blogs, it needs to serve a purpose for the visitor.
Understanding your audience will enable you to tailor content that addresses their issues and make them return for more.
Before setting up a content plan for your website, conduct audience research. Analyze first-party and third-party data and find patterns in audience behavior.
Identify the ideal audience persona and see what topics interest them the most. Analyzing your top competitors can be helpful here.
Analyze your existing customer base and build a buyer persona. This will help you curate a highly personalized content strategy that drives repeat traffic.
2. Developing a content strategy
Once you have the audience data, it’s time to create an effective content strategy.
Get clarity on what you want to achieve through your content. What segments of visitors do you want to focus on? Is driving sales your primary goal, or do you want to build brand awareness in your space?
Answering these questions will help you create a strategy that brings expected and enhanced business outcomes.
Define your target audience based on your research. List their pain points and find topics that directly address their concerns, expectations, and desires.
With limited resources, content planning often becomes an inconsistent practice. Here, a strategic content calendar can come to your rescue.
With relevant topics, you will wonder less about what to write and how to maintain consistency. All you need to do is to focus on curating quality content that drives repeat customers.
3. Creating high-quality and popular content formats
How many repeat customers you get also depends on what type of content format you choose. If you want to interest different segments of your target market, blending different but relevant formats on your website is wise.
Here are some popular types of content you can create:
Evergreen content is search-optimized content that stays relevant for longer. This content is not time-sensitive and drives traffic long after its publication date.
Create how-to blogs on common industry concepts, and address frequently asked questions. Provide industry tips. This way, you can add content that increases repeat traffic.
Long-form blogs take an above-average amount of time to consume. It is a good option if you want to produce in-depth explanations. It also establishes you as an industry expert. This way, the interested audience segment will be more interested in checking out your content and driving repeat traffic.
As the name suggests, listicles are articles written in list formats. Listicles are easy to go through and can go viral on social media, increasing repeat traffic to your website.
For example, ClickUp regularly posts relevant listicles on its website.
Guides help the reader navigate a particular process or operation. This is one of the most searched content formats and can increase repeat traffic to your website. Take Semrush as an example.
An eBook is a non-editable, reflowable book that you can convert into a digital format and read on digital devices such as computer screens, mobile phones, etc. Regular visitors may prefer it for its reading convenience.
The whitepapers help increase website traffic by offering valuable information and insights on a specific subject or industry. Whitepapers can attract and engage target audiences by providing informative and educational content, leading to increased website traffic.
Social media content helps in enhancing brand visibility and awareness quickly. Posting compelling and regular content on platforms like Instagram, YouTube, and LinkedIn can help you bring more repeat traffic to your website.
This format takes an in-depth approach to a complex topic and offers expert insights through qualitative and quantitative data.
For example, Zapier has a dedicated page on its website where they regularly post compelling case studies.
Video content has become extremely popular among modern customers. They attract attention and are easy to remember. It improves engagement and time spent on the website, which are good indicators of a solid strategy.
You can add podcasts to your content strategy to take the convenience quotient up a notch. Unlike blogs or videos, your users can listen to podcasts without watching the screen. It lets them engage with your website while carrying out their daily activities.
4. Developing compelling content
Whatever format you choose, your content needs to be compelling enough to keep the visitor hooked. Only then will they visit your website and engage with your content regularly.
Here are a few elements to remember while planning your content structure:
Stories connect people. It allows them to see that others face the same issues and makes them believe in your solution.
An interesting narrative can help you simplify complex topics and abstract concepts and bring life to the usual marketing tactics. It makes your content more comprehensible and relatable to your audience.
You portray a reliable and relatable image by detailing a compelling narrative through your content. Your audience enjoys your content and is likelier to visit your website regularly.
Educational and informative content
Gimmicky marketing copies don’t work anymore. Your content must feel worthwhile, meaningful, and beneficial to your audience. The more effortlessly educational content you post, the better your chances of gaining repeat website traffic.
Useful and relevant information can help drive repeat traffic to your website, generate new leads, and help convert existing leads.
Try to balance qualitative information and tangible data. Cite credible reports. Explain the problems and give direct answers to the issues.
Visuals and multimedia
Want to attract more visitors and keep them hooked to your content? Adding media lets the audience visualize the topic and helps you clarify the substance of your content.
Instead of sharing quantitative information in text format, turn them into relevant infographics. You can also add videos to explain parts of the content.
For example, Notion showcases images and GIFs of their tool in their blogs to make them more engaging.
5. Optimizing for search engines
Want your target audience to discover you while browsing search engines? You must focus on your SEO strategy and rank higher on the search engine.
The key here is adding relevant keywords throughout your content. Your keyword research game has to be strong if you don’t want to get lost in the sea of digital information.
Get to know the popular search term for every content topic you produce to get repeat traffic. It makes it easier for your audience to discover your website and will draw more repeat visitors. Try to add keywords that present your unique attributes and set you apart.
You can use the Google search console for your keyword research with a high impression and good intent to drive potential readers. Also, look into your competition’s keywords and include them in your copy.
Use keywords naturally and make sure they match the search intent. To get the best result, focus on both on-page and off-page optimization equally.
6. Distributing your content
Here are some top channels you can use to promote your content:
Social media promotion
Almost all target segments are active in different virtual spaces and regularly interact with their favorite brands. Besides driving traffic to your website, social media channels also help brands engage with potential customers and build trust.
Whenever you post a content piece on your website, promote it on social media with eye-catching captions.
Create infographics on the blog’s topic or post snippets of the content on Facebook, Instagram, LinkedIn, etc. Add the direct link to the promotional post.
To drive traffic to your earlier content, share them on Facebook and Instagram stories. Ensure you promote your content when your target audience is active.
A good email can create strong customer relationships, move leads through the sales pipeline quickly, and even drive repeat traffic to your website.
Start with a gripping subject line to make the best out of the cost-effective and high-yielding content marketing channel. Personalize the email. Ensure it’s clear and descriptive, and your subject line relates to the attached content.
Always showcase benefits over features. Keep the email short, warm, and persuasive. You can also consider adding a customized voucher or freebie to thank them.
Regular marketing emails to your leads and customers will encourage them to check out your blogs. This will drive repeat traffic to your website.
Marketing via influencers or thought leaders
When choosing a business, people often rely on influencers. So, using influencer marketing to promote your content can quickly boost repeat traffic to your website.
You can partner with digital creators and experts in your field while creating the content. This way, your audience will be more inclined to check your website.
Sharing in communities
You can create communities on different channels and share your content there. Creating groups and sharing your content pieces there can drive more traffic to your website because it appeals to people who have a genuine interest in your field.
Repurpose existing content
You can also use your existing content to promote your new content pieces. Create graphs, infographics, and videos from the existing content. Turn podcasts into new blogs to drive traffic to your website.
7. Engaging your audience
Here are some engagement measures you should use to drive repeat traffic to your website:
Encouraging comments and feedback
The best way to build trust is by showing you care about your audience’s opinions. Add catchy captions and encourage your viewers to leave comments on your posts. Be proactive in asking for feedback and promptly reply to the comments.
Building community through content
Community creates a sense of belonging in your target audience. By fostering a community through content that resonates and encourages interaction and sharing, you can drive traffic to your website, build brand awareness, and establish long-term relationships.
Providing excellent customer service
Impeccable customer service and customer relationship management can elevate your brand image and subtly encourage people to interact with your brand. This way, you can build meaningful relations with your customers and encourage them to visit your website more often.
8. Measuring and Improving Your Results
To keep driving repeat visitors to your website, monitoring your metrics and tweaking your content strategy is crucial.
Understanding key metrics
Every business is different. You must identify KPIs that represent your goals for accurate and aligned results. Here are some top metrics to look out for:
- Content shares & social media engagement
- PR mentions and inbound links
- Newsletter signups
- Rankings for key landing pages
- Revenue & conversion rates
Analyzing data to identify areas for improvement
Examine the changes in results and see if the results accommodate your long-term vision. For example, each time you upload content, check the changes in repeat viewers in a particular period. See if it supports your set goals.
Continuously testing and refining your strategy
Make data collection and analysis a regular part of your content marketing strategy. This way, you can detect even minor changes and make improvements quickly. You can also detect customer dissatisfaction and resolve issues before they escalate.
Getting new website visitors is important for business growth. But bringing in repeat traffic is necessary to gain quality leads and drive more sales. Many companies don’t pay enough attention to this and lose potential leads.
If you can create informative content with a gripping narrative, getting repeat traffic is not a difficult goal to accomplish. Ensure your copies are SEO optimized and promote them on channels where your viewers are the most active.
Lastly, measure the important metrics regularly and make changes to be ahead of the curve.