Why Content is King
Content marketing is not a new concept in the
world of digital marketing, but right now, it is more important than ever
before. Content is the king and it is increasingly working its way to the
forefront of all digital marketing strategies, as it becomes a crucial element
that reaps big rewards.
In saying that, a one-size-fits-all approach
will not suffice when it comes to content marketing. Instead, a focus on
creating unique, high-quality and utterly authentic content that is
entertaining, useful and interesting for consumers will get you the crown. From
text, video and imagery to infographics, surveys, webinars and podcasts, whatever
your preferred content medium is, ensure it is shareable and relevant to your
industry.
So, why
is content king?
# It’s Great For SEO
High-quality, unduplicated content on a brand’s
onsite blog has a significant impact on SEO and search engine ranking for a
couple of reasons. First, unique content published regularly with 300500 words,
internal links to other relevant content and naturally placed keywords helps a
website rank organically for relevant search terms and keywords. A higher
ranking ultimately exposes the brand to more digital consumers searching for
content in its industry. Second, consistently publishing great content creates
authority and opens up opportunities to build a glowing backlink profile.
# Encourages Engagement
Good content, whether it is in the form of a blog
post or social media update, encourages users to engage with the brand, whether
they realise it or not. If the content is genuinely good, users will pause to
consume the content, understand the brand message and perhaps even comment,
like or share the piece of content. If it’s not, they’ll continue scrolling
past and the content will disappear into the black hole that is cyberspace. To
further encourage engagement and foster a relationship with consumers through
content marketing, ensure all content is pushed out through social media
channels and make sharing easy.
# Generates New Leads And Sales
Good content creates brand awareness and authority in a saturated market, which then has the potential to generate new leads and increase sales as more consumers become exposed to the brand. Good content is generally less sales than advertorial, so it gives consumers an opportunity to authentically engage with the brand without a blatant sales message disturbing the engagement. Drowning consumers in product-oriented content can have a negative effect on their relationship with the brand, whereas good editorial fosters the relationship as they move from consumer to customer to brand advocate.
# Adds Value To Your Product/Service
Content that adds value in some way is generally received well by consumers because it solves a problem in their everyday lives or teaches them something new. The value is intangible and doesn’t have a direct monetary value, however it is invaluable to the business model and the relationship between the brand and consumers. Content that adds value to consumers by educating them on the product/service via how-to blog posts, instructional videos and webinars is ideal for adding value.
# Increases Traffic
Not only is good-quality, original content great for SEO purposes, it’s also a brilliant way to drive traffic to a website and keep consumers on the site for longer. For example, a website with just a homepage and contact page will receive much higher bounce rates, limited page views and very little engagement, whereas a website with an onsite blog packed full of engaging content leaves an impression on the user and encourages them to interact with the site and visit multiple pages.
Introduce with different types of content
If you are a small or medium sized business who
feels overwhelmed with the content aspect of marketing, don’t worry, you and
your website are probably already doing what we recommend:
containing texts, images, testimonials or a newsletter.
These are all different types of content marketing, however
if you feel that they lack the relevancy for attracting in your customers than
it’s worth noting why, and taking a fresh look at your business.
By understanding your business objectives discovering your exact target market,creating person to
match these, and publishing content you believe will retain and attract new
customers, this is content marketing.
Not all types of content marketing are needed for
your business, but some are essential. Here are the top:
Content type #1: Infographics
An infographic is the presentation of information or data in a visual way. Its name sums it up — info + graphic.
Infographics get shared
more, viewed more, and loved more than most other content types. They are a
powerful way to get your information out there in an explosively visual format.
One study found that infographics were liked and shared on social media up to
three times more often than other content. The viral potential is there.
Things to keep in mind
§ Infographics can be expensive. The amount cited above a
thousand dollars is pretty close to the standard price.
§ Infographics used to go viral just by virtue of being an
infographic. That doesn’t work anymore. Everyone is making infographics. Today,
you have to make it really good to make it shareable.
§ Make a gifographic. Gifographics use the infographic
model but feature animated gifs instead of the static images of a conventional infographic.
Content type #2: Videos
There’s a world of variety within videos. You can write a whole separate post on different types of videos. No matter what type it is, however, a good video communicates a message in a succinct and memorable way. Done well, a video can be extraordinarily persuasive.
Things to keep in mind
§ Making a good video is not cheap. You can start small, of
course, but contracting a video specialist or a camera crew can cost quite a
bit.
§ Videos aren’t supposed to be long. Two to three minutes
is a good length.
Content type #3: Product Reviews / Article
A product review can
help establish authority and leadership in your industry. Every industry has
its unique array of products, software, and services. When you engage key developers,
manufacturers, or service providers, you gain recognition and respect. All you
need to do is share your experience with the product and provide your
recommendation.
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