Although it has long been said that content is the king, it is only within the past two years or so that brands, both big and small, have begun to fully embrace content marketing as a part of their campaigns. Perhaps the main catalyst for the recognition of the said discipline’s real value is the rise of social media use among consumers. Of course, marketers and SEO experts alike also do it in order to keep Google’s Penguin and Panda at bay.
Now, more than ever, content marketing has all been the rage, and if your business haven’t picked up on it just yet, you might want to rethink your business’s promotional strategy. Many SEO experts and social media marketers proved that 2012 is the year of growth for content marketing. And while the year is about to end, they believe that this strategy is not going away anywhere near in the future. In fact, it may actually turn out to be the be the most vital arsenal any brand could have in their campaigns.
Content marketing – What’s the real value?
Cheap and also ubiquitous, content marketing may seem plain at the surface. The truth, however, is that it provides numerous benefits that no other type of marketing campaign can give. For one, content creation is proven to help companies get in front of their audiences. Regardless if it is in the form of a video, slideshow, infographic, written text or podcast, as long as it is made with the interest of consumers in mind, content fuels web presence and also improves engagement.
In addition, it has also been found that any content format presents site visitors and social media users with transaction opportunities since conversion optimization is at the heart of content marketing. Thus, brands that are using this strategy have experienced boost in sales and company wide growth.
Now that Google continuously improve its algorithms to provide users with relevant information and eliminate non-valuable and spammy websites, the demand for high quality content is also at an all-time high. Marketers and SEO gurus even noted that it’s a bulletproof against the penalties imposed by the search engine giant.
Big brands do it, why won’t you?
Understanding the true potentials of content marketing, a lot of big brands are focusing on this strategy to romp up their online presence, engagement and sales. In fact, in a research done by Content Marketing Institute early last year, they found that 93% of marketing professionals include content marketing as a part of their overall strategy. They slashed budget away from print advertising and invested a huge portion of it (70%) in social media and custom publishing.
Notable brands that have deeply invested their time, money and effort in content marketing and have found success in this discipline include American Express, L’oreal, Vanguard, Coca-Cola and Virgin Mobile, just to name a few. Each of the aforesaid brands manage to generate awareness and buzz through constant blogging, tweeting and posting. They have dedicated significant resources in their content marketing efforts, including a social newsroom, full time editorial and social media staff and live streaming programs among others.
It’s never too late
If you haven’t included content marketing as a part of your brand’s initiatives, it’s never too late to do so. You can still make your way to becoming a content publisher for the benefit of your own brand by tapping into your creative muse and by following the tried and tested tips on executing a successful and sustainable content marketing strategy below.
- Stay true to your brand. Content marketing make for a great tool in establishing brand affinity, but you can also use it to widen your reach. How? By supporting your product or service development initiatives through the production of fresh and relevant content that demonstrates your expertise or command in your niche. Likewise, instead of making half-hearted content for your blog and updating it a few weeks or so, invest more time and effort and keep things consistent so that your existing audience have something to look forward to.
- Variety matters. Never confine your content in a single effort alone. Instead, learn to diversify. Other than written texts, throw in a couple of visuals and audio materials. Get trusted contributors to publish content for you or interview experts in your field.
- Think beyond direct response. When it comes to content marketing, do not just focus on direct response tactics to engage with your audience. Rather, be on top of the game by becoming a thought leader. That is you need to find new avenues that relate to your industry and come up with insights and material that is valuable to your existing audience and prospects. This is a surefire way to receive repeat visits to your site and, of course, increase your brand’s presence.
- Don’t forget to measure. Of course, you will only know if a strategy is working for you and if it’s resonating with your target audience if you keep track of it. Learn to check metrics such as likes, mentions, re-tweets and comments to identify the beat of the crowd toward your content. It is only through this that you will be able to make adjustments and produce content that engages with your target audience.
This article was written by one of the regular contributors of RFK Solutions, a web design company that also provides a wide variety of expert media services including search engine optimization, graphic design, programming and online marketing. If you’re looking for web designers in West Lothian, RFK Solutions is the company to get in touch with.