In the online marketing space, the demand for content is increasing dramatically as more and more businesses go online and need additional content for internet users to consume. Competition for online space – both off-site and on-site – is becoming increasingly tough. Therefore, websites need to have content that is all at once useful, engaging and SEO-friendly. In short, a website’s overall marketing strategy needs to include a content marketing strategy.
Content marketing can be defined as quality content created on any format for all types marketing that is shared and distributed in order to engage consumers and prospects. Start to look around you and see what content, especially free content, is available from companies that create products and services you pay for. Some examples of different formats are:
- Magazine supplements to main publications
- Newsletters – print and online
- Website content – exclusive and web adaptations
- Email blasts
- White papers
- Webinars
- Webisodes
- Podcasts
Notice that many of these formats are web and digital – free content is available all over the web. Businesses must be active in as many relevant formats as possible, in a way that provides quality information and engagement to its readers, participants and customers.
With all this talk of creating content, especially free content, a business might wonder what are the benefits to the business? In parts 2 and 3 of this blog post series we will review the benefits in more detail, but in a nutshell they are:
Search Engine Optimization – The more on-site content, including relevant keywords, that your website contains, the more likely it will rank high in search engine results pages (SERPS) for those keywords. Note of caution: do not keyword stuff, or use other “black hat” SEO techniques or your site will be penalized by the search engines.
Reputation management – The more content you have online, using the various formats and channels available, the more “real-estate” you occupy in SERPS, pushing any web pages about your business that you can’t control further down in the search results.
User engagement – this on its own might not seem like it directly affects the bottom line, but it does. If an internet visitor listens to your company’s podcast, downloads a whitepaper, or opens an email blast, they are interacting directly with your brand for a period of time and building a trusted relationship with that brand. Plus, they are more likely to visit other channels through which your business communicates to its market – off and online – increasing the chances of a purchase or lead generation.
Brand loyalty – provide quality, free (or very low-priced) content on consistent basis and customers will continue to come back for more.
Leadership positioning – if you provide useful information that is relevant to your service or product, you distinguish yourself as a leader in that category.
User engagement, brand loyalty and establishing your company as a leader can have the ultimate effect of retaining current customers and increasing sales and leads, making content marketing an important part of your marketing strategy.
Stay-tuned next week for Part 2 of my three-part content marketing series, where I discuss developing and maximizing your own content strategy.
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