Optimize for organic search

Since organizations and industries across India and world are cutting down on paid or promoted content, if it is any indication, you have left with only one choice to optimize for organic search.

It is true that content moves the audience, now what you should be knowing is are your content in alignment with your strategy? If not rewrite your content to align with your strategy meeting the present content needs. Remember you are focusing on organic search rather than the promoted or branded content. Working with the right content and formats which can attract and engage your target audience, drive traffic to your website, POS and conversion.

Before we start there is another truth you should understand not all formats are needed, you should identify what formats and channels will help connect and suit your target audience the most, or what channels are being preferred by your target audience. Given below are few content channels, forms & formats for you

Articles
Video content
Pdf files
Podcast
Whitepaper
Case studies
Email newsletters
Social media
Blog
Interactive content

It is not necessary what works for your competitor should work for you, keep different options, keep trying until you reach to a conclusion based on analyzing the feedback. Select couple of them, focus on delivery and user friendly experience.

Research online for latest trends, intent of your target audience, what are their pain points and how your product will address the pain points. Your content should match with their thoughts and intent. It sure will give them the required relief and convince them to trust and value your brand. Demonstrate your brands utility, adding value, while leaving an impact on search. Remember to work on the content what could work for now and in the coming 3 years, stick to your strategy, your goal without deviating from it.