Technology has created a new era in marketing. With this, the most recent buzz among marketing professionals is “content marketing”. It has long been said that “content is king” but, if you’re looking to start or improve an existing online marketing push, what does it all mean?
As with any product or service, the best place to begin with content marketing is to simply understand exactly what it is. Search engine marketing has become a very strong niche, and the cornerstone of this niche is content.
Your web content will be defined as being any text, images, videos, animations or sounds that you use to expand your business presence online. Content marketing would be essentially the catch-all that covers any marketing format associated with those things. Its benefits are that with it, comes greater authenticity and trust building for your brand by way of delivering relevant, high quality information.
At heart, sharing content is a way to influence the decision-making-process of your target audience. This high growth area is ever evolving and what was once simply the text on a web page has grown to encompass print and online newsletters, microsites, informative white papers, webinars and webcasts, podcasts, email marketing, and other interactive online medias.
Why is Content Marketing Important For My Business?
Content marketing is especially important now, because social media has become a vast platform where consumers share information. The key is, creating information that either informs or entertains your target audience. It is a platform on which your business can present itself as a knowledgeable industry leader, no matter what niche. What goes hand in hand with that is often lead generation, an increase in sales by way of brand exposure, and the ability to improve customer retention.
Effective content marketing makes use of high quality content that is of interest to people. It thrives on the old principle of “If you build it, they will come” by creating something that not only grabs the attention of your target audience, but is something they feel is relevant enough to share. An investment in a content marketing campaign can essentially become something that not only builds a brand’s image, but then spreads it far and wide.
The basics of content marketing all revolve around one thing: keeping it simple, focused, and actionable. Your business does not have to worry about any search algorithm changes if you are in fact, publishing something that is unique and what the people want. In content marketing, it’s important to remember that the methods you choose are going to tell your brand’s story. If you cut corners by publishing duplicate content or attempt article-spinning methods that will only annoy your client base, they will notice and it will reflect badly on your brand.
A few starters:
The content that your brand produces must be of high quality, unique and useful to your target audience. This is important because not only users are becoming much more picky about what content they read, but also because of the reason illustrated above.
Lower priced content is almost always of lesser quality. Again, remembering that content marketing is an advertising and marketing investment. Plan accordingly. Many content producers have very attractive rock-bottom prices, but before you get excited about that “great 5-dollar deal”: refer to tip one.
Great content needs to be more than just keyword friendly. This one is important, because while the content may meet the optimized keyword criteria, if it’s not interesting, it’s almost pointless. Read the content and ask yourself: “would I share this? Would my customers share this?” If the answer is no, you may need to review that piece of content.
Content marketing has changed a great deal in the past six months and it will continue to change. However, understanding exactly what content needs to be is as simple as remembering the following words. It needs to be: focused, actionable, of high quality and above all, relevant.
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