What is content marketing and why does it work? The purpose of most of the interesting stuff we find online is not just for our entertainment or enlightenment. Clever infographics, laugh-out-loud memes, must-share videos and thought-provoking articles are placed within easy reach, in order to stimulate interest in someone’s products or services. This strategic marketing approach, where valuable and relevant content is distributed online is called content marketing.
The purpose of content marketing is to drive profitable customer action. Good content gives the user a reason to engage with your brand, and encourages them to take action. If you’re selling debt relief, your prospective customers would be interested in a report on How To Live On Less. Parents of teenagers will share a video on Living Through The Crazy Years And Coming Out Alive on social media, spreading the word about your life coaching practice. By creating and sharing relevant, valuable, free content, prospects are turned into customers, and customers into repeat buyers.
Is it even a good idea?
So, if you’re wondering whether it is a good idea to have a blog on your website the answer is yes. And, should you create value-add items that people can download or share on social media, like infographics, ebooks or white papers? Again, the answer is yes.
How hard can it be?
Whatever you do, don’t just create content for content’s sake. Each piece must have a job to do: it must have a place within your online marketing strategy. And it has to be Search Engine Optimised. SEO is the process that allows people to easily find the content via search engines like Google, and includes things like longtail keywords, link building, and opportunities for users to subscribe. SEO may not be exciting, but it is how you get your content within easy reach of your prospective customers.
But there’s another side of the story. “SEO can’t, by itself, make a popular blog. First, you need remarkable content, and then you optimize it for search engines. Skip the remarkable part, and all the optimization in the world won’t help you,” says Copyblogger. It’s a two-part strategy best delivered by content marketing experts.
CEO of Convrt says it like this, “Think of SEO as the legs of the duck. You don’t see what gets your content served to customers when they’re online, just like you don’t see those underwater legs that get the duck from one side of the dam to the other. You can just be sure of one thing: it’s not going anywhere without it.”