When brands pursue content marketing strategies to improve their organic visibility, typically they produce a high volume of keyword-targeted blog posts expecting to improve search rankings and traffic. This approach fundamentally ignores the reality of how Google works today and your customers’ unique search behavior.
Google’s AI-powered algorithms are immune to the content firehose approach to content marketing. Their algorithms use a variety of sophisticated machine learning techniques to amplify only the most trustworthy and useful content based on their understanding of your customers’ search intent.
To achieve better rankings with content today, your content needs to legitimately deliver value to searchers. Many consumers are searching online for information related to a buying decision. One form of content that has proven successful in boosting search rankings and visibility in this new age of Google is educational content – content that informs rather than sells.
The all-natural wellness brand Asutra has provided a clear roadmap for boosting organic visibility with educational content. On the latest Ecommerce Fire&Spark Fireside Chat, Asutra CEO Stephanie Morimoto discussed her approach with Fire&Spark’s Dale Bertrand.
The Strategy
When Stephanie took over as CEO of the wellness brand Asutra in 2018, she initiated a major rebrand of the company, around the mission of promoting active self-care.
A major tenet of the rebrand was a pivot towards creating educational content about practicing self-care. Asutra created an “Asutra Life” library of educational content offering tips on everything from yoga, to getting good sleep, to nuances that distinguish various all-natural remedies.
Besides wanting to create content that would provide good information, Stephanie knew educational content would provide value to her audience of self-care enthusiasts and generate engagement.
Results
Two years on, educational content has yielded impressive rankings and organic visibility results for Asutra. Asutra now ranks in the top 10 for over 600 keywords, compared to just 40 two years ago, and their organic traffic has grown by over 1300% since 2018.
Much of this success can be directly attributed to educational content. For example, a single educational article delivered them 1st place rankings for two valuable long tail keywords – “magnesium crystals vs epsom salt” and “how much magnesium flakes for a bath.” As a wellness brand with a large selection of magnesium products, these are critical searches to rank for.
Final Thoughts
Asutra’s success story clearly demonstrates the effectiveness of educational content in today’s search space. No wonder 45% of marketers named educational content among their most successful content tactics in SEMRush’s State of Content Marketing 2020 Global Report.
Interested in hearing more about Asutra and other successes in ecommerce content marketing? Join our list to stay in the loop for future Fire&Spark Fireside Chats!
