Marketing Strategy
Taking Our Own Medicine: Our Strategic Approach to Generating More Organic Traffic

Taking Our Own Medicine: Our Strategic Approach to Generating More Organic Traffic

August 13, 2021
4 min read

As a content marketing consulting company, we here at MIG wouldn’t be authentic if we didn’t take our own medicine. If we’re going to be content marketing experts, we’ve got to walk the walk. We are keenly aware that one of the biggest struggles any company deals with is generating more organic traffic.

In our experience, it comes down to ranking and winning without spending. To show you how we do it, we’re presenting you with our case study.

Quick Takeaways:

  • You don’t need a huge budget to attract quality website traffic.
  • To achieve high organic rankings, you must commit to content marketing and writing customer-centric content.
  • Businesses can successfully rank for valuable keywords by putting together the best answers to their audience’s questions.

The Problem: The Struggle to Get Traffic and Attention on Your Website Is Real

It’s a challenge to cut through the noise. Billions of searches happen on Google and thousands of new websites are created every day. It may seem impossible to gain traction through organic ranking with so much competition. Everything’s a saturated market. However, what all this online activity also tells us is that there is an opportunity: people are actively seeking solutions to their questions. that need solutions are eagerly seeking them out.

So, what’s the secret? Our position is to create customer-centric content consistently. It doesn’t require a budget to use content marketing to attract buyers. What it does require is a content strategy that focuses on content that solves problems. Our approach is to be empathetic to audiences and use our expertise to answer the questions they have.

Here’s how we put this idea into action.

The Action: Using Our Content Builder Service to Publish Two to Four Articles a Week

So, how do we know what to write about so that our content drives results? We take a multi-pronged approach using a variety of tools.

We didn’t start ranking and winning overnight. We had to use a consistent strategy of publishing content that answers questions. We found success with no marketing budget.

Here’s an example: What is thought leadership?

We rank number one for this query, while a large, billion-dollar company pays to be the top ad but doesn’t have an organic presence. We rank first because we answer the question, enabling us to compete with others that have substantial budgets.

The Process for Creating Customer-Centric Content

We use SEMrush to look at keyword gaps. This tool generates a list of keywords so I can identify where I have the opportunity to outrank content competitors. If I write about these topics and create high-quality blog posts, I can outrank the competition. What I’m looking to do is outrank my content competition, not specifically my industry competitors.

semrush keyword gap analysis

In looking at opportunities, I don’t care about volume as much as CPC (cost per click). If it’s a high number, I know someone is spending significantly to rank for it. This also tells me that the investment they are making is resulting in conversions.

Once I’ve chosen a keyword, I use SEMrush’s template. It shows me what pages rank for this, possible backlinks, a readability score to aim for, and the optimal length.

After this, it’s time to investigate the topic more to write the best answer to the question.

I use Buzzsumo, a tool that provides you with the content that has the most organic shares on a topic. The correlation is that it must be interesting to the audience. Then I search for the keyword and assess the top 10 results, looking at their angle and any stats, research, and universal key points.

Other tips for determining what audiences want to know about:

  • Look at interest overview in Google Analytics to see what your traffic’s interests are.
  • Visit Answer the Public and add a keyword to learn the most popular questions for a topic.

From all this intelligence, I then set out to create something better than what currently exists.

And we do this consistently every week, which I like to think of as the “daily news approach to publishing.” This method means that we have four major themes and commit to publishing at least two posts a week within those themes.

SEO Pillars

Breaking it down further from an SEO perspective, we have three pillars—technical, on-site, and off-site.

On-site is the actual content. Technical includes the backend of stuff like URL formatting, meta descriptions, and alt tags. Off-site relates to backlinking. As a note, when it comes to backlinks, earn those by writing exceptional content, not by paying for them.

It’s a lot of moving parts for any team, especially a small one like mine. So, we have to keep our commitment to consistent publishing. There are so many downloadable content calendar templates available which are easy to use. We use the DivvyHQ content calendar, and it keeps us organized and honest.

The Results: All Our New Customers Find Us Through Our Content

By doing all the actionable tasks, in just five years, we’ve achieved substantial traffic. We don’t spend money on paid ads. Yet, we rank for over 24,000 keywords (almost 1600 are in the top 10) on Google and welcome over one million visitors to our site through content marketing.

It’s not magic. It’s a repeatable process—an engine that keeps running. Content marketing is a long-term game, and something every brand should focus on to generate more organic traffic. It’s how we win new business and have thousands of email subscribers.

If you are ready to get more traffic to your site with quality content that’s published consistently, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books (a whopping $29 value). Get started today–and generate more traffic and leads for your business.

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Michael Brenner

Michael Brenner is an international keynote speaker, author of "Mean People Suck" and "The Content Formula", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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