What is Content Marketing & Why You Need It
Not all marketing methods are created equal – which is why most companies choose a mixture of different methods with different amount of time spent to utilise their purpose. Content marketing should be no different. On its own, it is very weak and will not result in increased sales/traffic/downloads etc. But when used with an actively engaged social media following, content marketing can increase your SEO, reinforce your brand image and increase sales.
Content Marketing in Layman’s Terms
This blog is essentially content marketing. It is a piece of information (whether in the form of a YouTube video, blog post, infographic) that your audience will find interesting with the aim of converting them from a consumer to a customer.
Content marketing makes up parts of every marketing tactic – from social media, PR to PPC. Without good content to back up your marketing, it will be impossible to hold onto your audience as your channels will simply be an empty shell.
Improve Your Brand Image
One of the great things about content marketing is that allows you to showcase your knowledge to the rest of the world and your customers. By posting regularly on your company’s blog and social channels you are advertising what you specialise in and stand out compared to your competitors.
Compared to traditional advertising, this unobtrusive advertising takes longer and effort on the part of the consumer. While it is likely to have a smaller audience compared to TV, it’s the engagement that makes your content more memorable and empowering. Alongside this, good online content is much more likely to enhance your branding to your specific audience for a fraction of the price.
However, like any customer-facing marketing material, the content should reflect your brand and, if done recklessly or poorly, can damage your reputation.
Improve Your Search Engine Rankings (SEO)
This is one of the main reason why businesses are so keen on creating content for their sites. By having content that is relevant, original well written your website should come near the top of search engine’s search page. This is determined by the keywords contained in the article and the relevancy to the search terms.
However, having a website with content is only the tip of the iceberg. With every piece of curated content, there should be a suitable SEO activity to accompany it to maximise the possible views – such as posting to social media and off-page link building. It takes time to create social posts, contacting industry experts to share your content and finding relevant audiences to engage with.
By having your content on social and having audiences of potential millions. However, to make full use of your content, having a large and active social following who are willing to comment, share and like your content is ideal for driving traffic back to the site and further conversion. So implementing a social media strategy and content marketing strategy goes hand-in-hand.
What do you think of content marketing? Already got a content marketing plan, how effective has it been for you? Contact GLW today to see whether we can enhance your online content.