We define content marketing as understanding our visitors and delivering what they expect to find on our website. At the same time, we try to influence their behaviors and buying habits for that matter. However, the process is not as simple as it may seem. It takes a lot of effort and time before a content marketing strategy works and gives results. We are going to share with you how we build an effective and successful content marketing and the important elements to make it work.
First, let us discuss the important factors of content marketing. We enumerate five (three) factors.
Know the type of content that will work for your website. In content marketing, we identified three kinds of contents. These are the audio, visual and written. The most common kinds that we see on the internet are the written ones. Many of the existing websites use this strategy by publishing blog content on their site. Nowadays, many site owners recognize the value of content creation with videos. A few incorporate audio as part of their marketing strategy.
Which kind really works when we are talking about content marketing? Generally, you can use a combination of written and video contents to create a marketing plan, which can bring in more visitors and eventually leads, especially if you are doing business through your site.
Create value for your content. Again, we reiterate that valuable content works. Provide information without asking anything in return. Do not bombard your site with banner ads and clickable link ads that crowd your content. Even if you have so many ads on your site, if you provide your readers and visitors with insignificant information, your marketing strategy will still be useless. Your site will look like spam. Fill your site with content that visitors will find useful, instead. The leads will follow right away.
Build valuable link baits. After the recent update on one of the largest search engines on the internet, link building has become a leveled field for every site owner. Gone are the days when paid links are the number one factor in the ranking of web pages or when creating blog comments can boost your ranking in search engine results pages. Right now, content creation is the norm.
Whether you own a business site or a personal blog, link baiting is an important aspect of content marketing that you should consider developing. You can create link baits through social sharing, telling about your content on appropriate message boards or publishing press releases.
Search engine optimization still works every time. You think SEO is dead. We think so, too. However, it is not. Optimization is an important part of content marketing, whether it is paid or not. Without optimization, search engines can never find your content or they will have difficulty finding your pages. This is true for sites that rely heavily on audio-visual contents. Without proper optimization, your site is like a blank page to search engine crawlers. If your page looks like a blank page, they will not appear on the results pages.
With these important factors to remember, let us proceed in discussing some of our strategies to create an effective and successful content marketing.
First, document your content marketing – from planning to implementation stages. You will need this documentation to evaluate whether your strategies are working or not and create further development to your marketing strategies. This documentation should contain numerical figures such as increase of visitors associated with the implemented strategy.
Third, build your email list. When you want to promote a new product or service, you would want to personalize your message and reach your audience, thus, building your email list is important. At the end of all the content you publish on your site or anywhere on the internet that links back to your site, provide a call to action or an invitation to subscribe. Without any email list, creating a proactive marketing is impossible.
Fourth, learn to share your content to other people. Social sharing is becoming more prevalent and no one is prohibiting you from doing so. Besides, social sharing is a good strategy for link baiting. Although search engines do not consider links from social media as signals or factors in ranking pages, social sharing is still an excellent way to expose your content. The more people who see your content, the better.
Fifth, use the information you gather from your link baits. This information includes personal identifiers like email addresses, statistical IDs like IP addresses and IDA (identifiers for advertisers) to re-target specific audiences and channel your content marketing strategies to these specific people.
Content marketing involves the use of different avenues. It entails the use of social media, the right optimization techniques and the creation of valuable content. It should be proactive and straightforward. As time passes by, you should also be ready to create some changes to the strategies you made. The internet always changes and your content marketing should follow because a strategy that works today may not work a few weeks after.