What is Content Marketing?
What is content marketing? Is it worth doing? Content marketing is a strategy that focuses on creating and sharing valuable and helpful content to attract a clearly defined audience.
This is done by constantly adding value to your audience’s lives through your shared helpful, entertaining and/or informative content. The less sales and more audience focused approach leads to more customers and deeper relationships.
Approximately 78% of consumers prefer getting to know a company through online content rather than direct ads. Content marketing increases your ability to show up higher for specific terms in Google search results.
This approach create compound value because you build a spiderweb of knowledge for Google to serve users. The more specific your content, the more specific Google can be with what it shows in search results. Creating good quality content is a never-ending process. Every piece of content you create related to your business helps build a new path to your websites.
Create and Distribute Interesting Content
The process of creating and distributing content includes pushing your content on any of the social media or other online platforms your audience hangs out. Mass media companies are a great example of distributing content. They are constantly coming up with new stories to attract attention to their sites. After the stories are published, they distribute the article links to a network of satellite sites throughout the internet. This along with a few other factors gives them online credibility on the subject. This is how BBC, CNN, FOX and MSNBC are able to rank at the top of first page for recent news.
But how do they almost always end up on top? Content marketing. That’s all news and media really is, just like with every other online video or blog post that’s out there made by everyone else you’ve seen online. The only major difference is they have been doing it for so long on all platforms (starting with B&W TV all the way up to current social media platforms and search engines) that they have built credibility online and have a large audience that is readily available to listen to the next news article or video they come out with.
By sharing top news stories across all platforms (including print form like magazines and digital like TV and Facebook, Instagram, and twitter) they generate a lot of revenue. This is what your goal should be as a business online. You should be creating great content very consistently up to the point where your audience is anxiously waiting for the next post you publish so they can consume it and talk about it and share it with their friends online.
The TV and news are pushing a lot of content 24/7 to generate attention from all channels and you should be doing a scaled down version of that. Whether the news companies or media companies label themselves as content producers and distributors is irrelevant.
Quality Content Generates Quality Leads
The point I’m trying to make here is simply that when you have more attention which comes from good content and proper distribution to the correct audience on the different social platforms, the more likely it is for someone to use your business over your competitors. This happens all the time and it’s because you created more up to date and relevant content compared to your competitors and it seems more legitimate and current when you are always keeping up with the trends in your industry and sharing your findings with your following.
The content marketing approach and how it improves a business is a very important and it has a compounding effect.
Potential customers aren’t always just looking for something that is specifically like what your businesses offers when buying from anywhere or searching for anything online.
This is why it’s important to expand your reach a bit with your content and types of content being pushed out and shared across the internet.
Creating content also serves the purpose of being able to quickly direct anyone you know or anyone you would like to help by showing specific pieces of content you have created so that you don’t have to always formulate a whole answer in response to an email or text message about a certain process or procedure on how you do something.
Its as easy as sending a link that includes the answer and surrounding information to a problem they have through a blog post you already have created for future reference.
This builds huge credibility if you are away and BOOM problem solved for clients or anyone else asking about specifics they would like to know more about and understand on a deeper level before purchasing or before.
How To Improve Content Marketing
Content marketing helps with search engine optimization without a doubt. But one of the most important parts that some marketers and businesses forget about is the variety of platforms that hold your audiences attention captive.
Along with the necessary media types that go into optimizing everything to show up neat and crisp on all social platforms is creating great headlines for each individual post you push out onto those platforms like Facebook and Twitter.
Those two platforms are accomplishing two different things for two very different types of audiences. The way people talk is much more causal on twitter than on Facebook. Your content has to meet that cultural criteria and “fit in” with the surrounding posts so it doesn’t feel weird to the people that are scrolling and seeing it.
Marketing isn’t great without great content to match your products and services with. Heres a list of things you can do to improve your content marketing:
- Develop a clearly identifiable target audience that is most likely to buy your products or services
- Start to create content (videos, blogs, ebooks, etc.) that shows your audience how what you do is useful to them and their situation.
- Use your social media to distribute your content to your followers and ask them to share it with their friends
Final Thoughts on Content Marketing
Here is a recap of what you can expect content marketing to help do for your business.
- Increase customer retention rates and loyalty
- Expand your audience
- Increase social followings and brand awareness
- Increase lifetime value of customers
- Gain trust with potential clients through consumption of your branded content
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