Content marketing is the marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.Businesses push out good valuable content under their name and brand to establish credibility, authority and relationship, such that they are the only logical choice amongst their competitors if the clients need help.There are a lot of overlap among various strategies like email and SEO. In other words, we say content marketing supports email marketing, search engine optimisation (SEO) and social media marketing (SMM).
Elements of Content Marketing (CM)
A strong, integrated content marketing consists of the following channels:
- Your blog posts
- Social network
- Social media
- Guest blogging
- Press releases
- Video marketing
After creating your content, it helps to have a strong content distribution channel so you get your message to more people and you generate more traffic to your main website.The above list of channels, when used together, provides a strong distribution channel for your content and sends social signals back to your website. Once you have created valuable, SEO-optimised content, use these platforms to push your contents to more readers.Over time, it will yield significant traffic and potential clients over to your site, making your site more valuable in the eyes of search engine and ultimately pushing up its SEO ranking.
Creating A Strong Content Marketing Strategy
To create a strong content marketing strategy, one requires the following:
- Strategy and system
- Creating engaging content
- Leveraging on video for rapid product creation
Strategy and system
Similar to any goals and objectives of a company, creating a strong content marketing campaign requires in depth SEO-analysis and churning of content aligned to the SEO strategy.Having a strategy is key. Content marketing is most effective with keyword optimisation, and this can only be done after thorough keyword research. Creating content leveraging on these target keywords will bring you greater SEO results and help you achieve your goals.A system is then required to be in place to ensure each content is being maximised and business owners get the most value out of every content created. Not only do these keyword optimised articles increase your SEO ranking for the webpage, they also bring targeted traffic to you, that can potentially translate into clients and sales.
Creating engaging content
Content created not only has to be informational and beneficial, it has to be engaging to the readers to gain their attention. Engaging content is one of the main factors for SEO — search engines have placed heavy emphasis on traffic engagement and bounce rates to determine if a site is valuable to their users.Of course, the longer the traffic stays and navigates your site, the more relevant your site is to them and more willing the search engines will reward you for engaging their users by ranking your webpage higher.We will be covering in depth on creating engaging content in our next article.
Leveraging on video for rapid product creation
One of the fastest way a company can create content is to shoot a video and upload it to YouTube and other social media platforms to enhance its outreach.Videos can be easily transcripted, used for content creation and used for more special signals. If done properly, the audio from the video can be used for RSS feed or distributed as valuable content for your customers and users.SummaryWith the above factors in mind, content marketing can be skilfully applied to all aspects of the business to generate more sales, brand awareness and ultimately a strong digital presence.Find out more on how to create your own content marketing part II.