Marketing Through Content
The key is to use content. The problem is that just any content won’t do the job; in that case it is important for marketers to create their own content. Content marketing is about revealing the credibility of your brand through customer focused information, with an authentic and trusted voice. It’s an opportunity to use creative thinking, rather than a big budget, to get better results than traditional marketing methods.
Here are some tips:
1. There are 15.9 billion searches run every month and a small percentage are customers looking for you and your competitors, so you need to start with search. Look at your market opportunity and try understanding how many searches, keywords and keyword phrases are related to what you do.
2. Target your content. Your content needs to be targeted to areas that align directly with your brand; where sufficient demand for your content will make content marketing worthwhile.
3. Think holistically about your budget. How mush do you spend today per customer, and what is your average marketing spend? Content-based programs can help lower cost/customer acquisition because fewer people are doing it and competition, at this time, is less intense. Shift some budget dollars from SEM and other acquisition marketing efforts to content marketing, this will delivers results with an improved cost structure.
4. Create lots of content at a low cost or do it your self for free. Search engines weigh recency heavily when organizing content. There is always fresh content at the top of search results pages, so lots of posts on a topic will capture more customers than a competitor with less posts.
5. You don’t need to do this alone. Engage dozens of writers, achieving top search engine placement, and establishing content creation costs to make content marketing make sense requires specialized knowledge and training. Try to find a partner and make them put their money where their mouth is on the numbers they promise.
Just remember, that quality makes a difference. Not only does Google continually try to put more emphasis on quality with algorithm updates, but it also goes a long way when you’re talking about reputation, and obviously you don’t want to do something that will hurt your brand. If you can walk the line of delivering content that people are searching for, and giving them content that stands out, there are lots of benefits to be had.
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