At its simplest, content marketing is about providing value to your audience. It means stepping back from a “me-centric,” sales type of approach and producing content that educates, entertains and engages. Whether it’s writing user-friendly tips in blog posts, publishing infographics rich with industry insights, or producing videos to answer customers’ questions, content marketing is about creating avenues to consumers by addressing their needs.
Today’s consumers are more empowered, impatient and skeptical. They’re conditioned to tune out ads, and they are aware when they’re being sold to. With content marketing, the goal is to proactively deliver value to your audience – to become a trusted resource with an authoritative voice and a loyal following. The idea is that as you continue to publish, your followers will share your content, be brand advocates and – in their own time – as educated consumers, reward you with their business.
Content marketing allows you to:
Effective content marketing begins with a solid strategy. Why waste resources on content that doesn’t work for you? The key to producing measurable, sustainable results with content is by starting with a foundation that:
In this way we can create an actionable plan that bridges the space between your audience’s needs and your business objectives.
Have you had the same content on your site since it was created? Or is your content no longer in line with the services that you provide? Perhaps your content is just boring and therefore you have high bounce rates. It is imperative that a website continually has new, relevant content in order to keep the search engine rankings as well as your target audience engaged. We can guide you through the content development process and create optimized content for your website.
Like traditional web pages, content such as online articles and blog posts provide an opportunity to connect with your audience and provide relevant content for search engines to crawl. The consistent addition of informative articles or engaging blog posts are a tried and true tactic for adding fresh content for your website. We understand that many simply don’t have the time to write several blog posts a month. Our writers work with you to provide a steady stream of optimized posts, articles and other written content to keep your audience engaged and your site current.
YouTube has become the second biggest search engine in the world, only behind Google. 72 hours of video are uploaded every minute! These stats point to consumers’ voracious appetite for video content, but also the need to stand out from the crowd with valuable, optimized video. What makes a successful video? Read more about this service on our video marketing services page.
These highly shareable pieces of content have grown immensely in popularity in recent years, and it’s easy to see why. The visualization of data can bring clarity to complex ideas that text content sometimes can’t. Whether it’s comparing statistics, illustrating processes, or simply putting a creative spin on a familiar concept, infographics can inform, entertain and provide that “Aha!” moment for a viewer.
Better yet, their graphic format makes them perfect for sharing on social media platforms like Facebook and Pinterest, attracting links and social signals that search engines pay attention to. And because image results often appear near the top of search engine result pages, a well-optimized infographic can be a great SEO tool as well.
More in-depth than a typical online article, content such as guides, eBooks and whitepapers allow you to create rich resources for consumers. Using lead capture when publishing the content, you can entice customers to exchange an email address for a free, informative download. In addition to building your marketing leads, you can promote yourself as a trusted authority and thought leader in your vertical. See an example of a guide we created for our clients: “SEO Best Practices Guide.”
Even effective pieces of content won’t always reach your entire audience. Some people prefer written content while others are visually oriented. Repurposing great content allows you to create additional avenues and reach different niches within your audience. It also gives you a means to present content again for those who may not have seen it the first time around. Would the statistics in that article make for a great infographic? Could your free guide be condensed into a video tutorial? We can help you to not just create new content, but make the most of your existing content!
Written blogs that cover different topics about content marketing and strategy:
The Anatomy of a Solid Content Marketing Strategy
Putting the ‘Marketing’ in Content Marketing
Types of Content: How It Can Impact Your SEO