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Creating Quality Content Is Here To Stay
How Can You Benefit From Content Marketing?
In the past five years, the disciplines of SEO and digital marketing as a whole have been rocked by a series of Google algorithms that cracked down on illegal link building practices and poor or duplicate content that had been copied from another site.
While “content is king” is a marketing adage that’s been around for decades, content marketing in the digital sphere has revolutionized the industry in ways that analysts and businesses of all sized are starting to invest in writers and savvy marketers who can synthesize both analytical and creative skill sets.
If you don’t at least understand how content marketing can help your home business, then you risk being left in the dust by your competitors in making money online.
What Is Content Marketing About: A Definition
So what exactly is content marketing? Let’s take a look at the following definition provided by the Content Marketing Institute:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
While the above might seem deceptively simple, it’s important to understand what we mean by “content.” Generally speaking, content refers to any visual material associated with your company, from the ads you run
Generally speaking, content refers to any visual material associated with your company, from the ads you run, to the blog you write.
Unlike other digital marketing strategies, content marketing is all about what valuable information you can provide your audience that will keep them coming back to your site or social media accounts.
We’ll dive deeper into what “content” means below, but first….
What are the Goals of Content Marketing?
Content marketing can have a seemingly infinite amount of goals as it can help with everything from increasing your online brand visibility to improving your site’s rankings in the Search Engine Result Pages (SERPs) and building links to your site.
But when you boil down the many different goals you might be seeking to achieve via content marketing, you get the following three objectives.
- Increased customer loyalty
- Saved marketing costs
- Increased Sales
What Does Content Marketing Entail?
When people hear the work “content,” they usually think of an article or video online. But in the realm of content marketing, content can refer to any and all of the following disciplines.
- Web Content: All written, video, and visual content on your website.
- SEO: As SEO is about optimizing your online content, you need to know your fundamentals to create content that ranks well.
- PPC and Social Ads: From writing the text for Google AdWords or designing a graphic ad to be featured on another website, it’s all about having excellent content.
- PR: From press releases to making sure your content conveys an appropriate message for your home business, having an understanding of Public Relations is key.
- Inbound Marketing: As inbound marketing is about marketing to customers via channels like search engines and web content, it also helps to know your best inbound marketing practices.
- Content Strategy: The heart of any content marketing campaign is your content strategy, in which you establish your goals and how to accomplish them via content marketing.
- Social Media Marketing: Whether you’re using SnapChat, Twitter, Instagram, or Facebook, all social platforms thrive on content.
Another essential aspect of assembling a content marketing campaign is putting together a content calendar at least one month in advance in which you can plan which days you’ll push out which content on the platforms you deem best.
You’ll also want to familiarize yourself with keyword analysis, Google Trends, and tools like BuzzSumo that allow you to see the best performing content for whichever topic you choose.
Still on the Fence? Content Marketing Stats to Know
For as many exciting stats as there are for, it’s important to remember that content marketing doesn’t always work for a number of reasons, such as not having the right strategy or a nebulous audience.
While content marketing is a natural fit for B2C companies that always have a product to educate their customers about, B2B marketing is a sector in which content marketing is considerably more difficult as it requires much more specificity and statistical analysis.
One study that while 44% of B2B marketers find content marketing to be highly effective, 16% have reported it as not being at all effective.
One common question about content marketing is how often should you post a new piece of content? 60% of marketers surveyed post a piece of content daily and being consistent both in how often you post and your tone.
Lastly, you want to create content that is geared towards your audience’s particular interests and concerns and as such, 57% of marketers identified customized content as their top marketing priority.
What’s even more remarkable is that 78% of customers will trust your company more if you provide custom content.
When getting started with your content marketing campaign, the Content Marketing Institute is a fantastic resource that will provide you with the support you need and be sure to check back for our ongoing introductory articles to digital marketing.