No matter how hard you try, you can’t turn a blind eye (or a deaf ear) to content marketing. It’s everywhere you turn. Talk about any niche or industry, it’s simply impossible to achieve marketing success without content. Web users, readers or customers are all hungry to devour content that teaches them a new skill, solves their day-to-day problems and answers their key questions.
Here are a couple of eye-opening statistics about content marketing:
> 60% of marketers create at least one piece of content each day. (Source: eMarketer)
> Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
> 93% of B2B marketers use content marketing. (Source: CMI)
> Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source: Aberdeen)
> 60% of the most effective B2C marketers have a documented content strategy. (Source: CMI)
Many businesses have understood the fact that traditional marketing is losing ground by the minute and so they have adopted content marketing.
What is Content Marketing?
Content marketing is a marketing method which focuses on consistently creating and distributing value-added content to attract a specific audience for driving profitable customer action.
The main goal of content marketing is to provide value to the target audience. Therefore, content marketing uses blogs, articles, infographics, podcasts, videos and social media sites as a vehicle to inform, educate and help readers or customers. In fact, content marketing is communication with customers at its best because it excludes selling and delivers information to educate buyers.
At the same time, it’s also important to understand that content marketing is NOT sending informational garbage to sell stuff. Companies keep sending information that’s not very relevant or valuable. If you start doing the same in the name of content marketing, you’ll be bound to fail.
Remember, content marketing is something that makes a person stop, read, think and behave in a different manner.
Why You Should Adopt Content Marketing
Content marketing isn’t just a popular term or another marketing technique you may or may not care about. In fact, it’s a critical element in digital marketing. It provides businesses with a number of benefits that can’t be ignored.
Important benefits include:
> It generates more inbound traffic to your site.
> It boosts engagement with the target audience.
> It generates more leads.
> It increases sales.
> It creates brand awareness.
> It establishes you as a thought leader.
> It is cheaper than traditional marketing forms.
Provided you work according to a strategy, content marketing has the potential to breathe new life into your business. It can immediately take your business to a whole new level, leaving competitors far behind.
Onsite Content Marketing
When starting with content marketing, you should first turn your website into a great content hub. You should make your website a great resource of content that your target audience can use and appreciate.
Onsite content marketing tips include:
Write for People: Any piece of content that you let go live on your website or blog should address a specific need of your readers or customers. Instead of stuffing your content with keywords, you should make it valuable so that it solves a problem or teaches a new skill to your target audience.
Maintain a Consistent Tone: Apart from writing for people (and not search engines), you should also choose a tone that you would like to stick to for the long term. If the tone of your writing isn’t consistent across all the content on your website and blog, it will reflect poorly on your company or brand. On the other hand, keeping your tone consistent will create a unique identity for your company.
Create Unique Content: Uniqueness is the soul of content marketing. If you are really serious about marketing your products or services with content, you should make your content unique. Come up with original ideas and topics that not many people are talking about or have talked about yet.
Keep Your Content Structured: When your content is structured, users will be able to find it easily online and your employees will be able to redeploy it in a wide range of formats and media types. The main benefit of structured content is that it empowers your content to succeed in the context of any device.
Include Meta Data: Make sure every piece of content you publish carries a unique title tag and meta description so that both search engines and people can use it to understand what your content is about.
Use Semantic Keywords: Modern-day SEO isn’t about stuffing your content with the same keywords over and over again. Today, you need to cross the basic keyword research boundaries and get into synonym creation, semantic search and semantic themes. Semantics refers to how somebody interprets a word or a term. So, use a lot of synonyms and create supporting keywords.
Write Comprehensively: Don’t just write for the sake of writing. When you are creating content, make sure you define a topic really well and include as much information revolving around that topic as possible.
Publish Content Regularly: One of the most important onsite content marketing tips is to create and publish content on your website on a regular basis. The best way to keep your website fresh and rich with content is to start blogging. If your website doesn’t have a blog attached to it yet, create it now. Use your blog to publish high quality and value-added content on a regular basis.
Effective on-site content marketing will help you build web pages that have authority and resonate with the audience for the long term.
Offsite Content Marketing
Your website or the blog isn’t the only place where your content should live. It’s important to expand the reach of your content by distributing it via different offsite content marketing channels. At the same time, you should also take the time to create content exclusively for external platforms or websites so that you can improve your marketing and get better results.
Offsite content marketing tips include:
Change Your Approach to Guest Posting: Create a new, improved strategy for guest posting because it’s not just about finding popular websites and publishing relevant content there. While guest posting, you should choose only those websites that fall within the marketing segment you’re trying to reach. Today, you can’t crank out content in the name of guest posting. Your improved guest posting strategy should focus on creating high quality content that really addresses the needs of the target audience you’re trying to reach, in the same way as you do on-site.
Diversify Your Content: Content can take multiple forms and can be created in different formats. So, don’t just depend on how-tos and informative articles. Create videos, infographics, presentations, podcasts, interviews etc. By diversifying your offsite content, you’ll attract more readers and create interest for your brand.
Focus on Building Relationships: Your offsite content should not talk business all the time, as it will only drive readers away. Avoid being promotional, and put the audience’s needs at the forefront. Focus on providing content that adds value to the day-to-day lives of your readers or customers. Build your authority. Let your customers or prospects know that there are humans behind your company. Interact with them, answer their questions and be easily available.
Use the Right Social Media Platforms: Don’t try to be on all social media platforms because it’s just not possible, especially when you are still growing. Choose the social media sites you want to be on wisely. Find out where your target audiences are hanging out and use only those social media platforms.
Content marketing isn’t going anywhere; it’s here to stay for as long as you can imagine. Though content marketing isn’t a modern-day concept, it’s certainly becoming more and more important in the lives of today’s marketers. No matter what products or services you sell, the most effective way to market them is through content. As traditional marketing continues to degrade every day, content marketing is evolving in many new ways and you should be ready to use it as a powerful marketing technique. If you need help working out a well-structured content marketing strategy, don’t hesitate to get in touch with a marketing agency or an experienced professional.