The Value of Great Content Marketing

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For a successful online marketing strategy, content marketing is not something to be taken lightly.  If you need convincing that content marketing is the most important and powerful piece of your marketing mix here are some quick 2017 stats for you:

 72% of professional content marketers worldwide said relevant content creation was the most effective SEO tactic 

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads

So what is content marketing and how can you make it better.  Here’s the definition:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

When you or your staff or your agency post on your social media, update your website, or send out an eblast is the message being strategically worded, placed, targeted and treated as if it’s the most important and powerful piece of your marketing mix?  If the answer is no or maybe, here are some steps you can follow to take your content marketing to new heights:

#1:  Make sure your content marketing is consistent across all platforms (website, emails, social media etc)

#2: Make sure your content marketing creator has a deep understanding of your brands level of professionalism, personality, vision and mission.  Remember who you are online is who you are to the world so make sure your content creator is not posting anything that diverges from these four properties.

#3:  Make sure your content marketing creator has a deep understanding of what your businesses current goals are.  Is it sales, is it store traffic, is it web traffic, is it brand awareness, is it brand appeal?  When your content marketer understands your overall goal, they can use this information as their north star when creating the message across all digital platforms.

#4:  Define your audience or audiences and put yourself in their shoes and create content that is segmented, relevant and appealing to each individual target audience.  This is the biggest challenge we see from in office content marketers.  Too often people prioritize creativity and what matters to them personally instead of digging deep and putting all self indulgence aside.  It takes a strong content marketer to be able to create appealing and relevant messages to target audiences that don’t match their own personal demographics or psychographics.

#5: Watch, listen and learn in real time.  Watch your content, the feedback it gets and your analytics.  The digital marketing space is so fast paced and to stay relevant we have to keep up with the speed of our audiences.  Not all content pieces will be equally as effective but you can learn from the wins and the fails to make it better.   Being highly relevant is the most important attribute of highly effective content marketing.

#6:  Use the right keywords.  The simplest way to get your content marketing working for you is by using the right keywords.  Be sure your descriptions are a joy to read and include keywords that will help users learn more about you and find you online.

For content marketing tips or insights contact me anytime.

Ashley Drummond