In the continuing quest to provide users with the best search results, search engine algorithms continue to push for high-quality content, making this a vital consideration for any business with an online presence. More-and-more people are talking about content marketing and the importance of providing great content to website users. But what exactly is content marketing, and how can your business benefit from it?
What is Content Marketing?
Effective content marketing is the creation and sharing of valuable and engaging content online. The aim is to attract a larger audience to your website, where they can find out about your products or services. The quality of the content has to high, otherwise potential customers go elsewhere.
Content marketing encompasses written content, and can include, video content, infographics, sponsored advertising and editorial pieces on third-party websites.
How the Content Marketing process works
We can be involved at any stage of the content marketing process – whether you need assistance with creating an idea, or just need help with distribution – we're here to help make the whole process a lot easier.
Coming up with a great idea isn't always easy. We look at the purpose of the content, and then come up with a number of ideas.
For example, are you trying to market a specific product, build up trust through highly informative guides or are you focused on brand awareness? We can help craft the right content for the right audience.
Once a number of ideas have been considered, we look at what type(s) of content would be most appropriate. In some cases text content can be supplemented with a striking image, video content, an infographic, or a clever graphical representation of the text content.
Each piece of content goes through strict editorial processes, and is shared with you for approval before being distributed.
During the first step – coming up with ideas – we start to form persona's for the types of people you want to reach with your content. This then acts as a guide for the distribution and outreach.
Direct contact with influential journalists, bloggers or magazines may be suitable. In other cases, social outreach or email marketing may be more appropriate. In many cases a balance of many forms of distribution lead to the best results.
Throughout the distribution process, it is important to be able to measure the impact of the content marketing strategy. This is where our measurement process comes into play.
How many shares did the content receive on social channels? How many people opened the email, and then visited your site? What impact has the content had on your site as part of an overall ethical SEO campaign? The only way to answer these questions is to implement strong measurement indicators throughout the content marketing process.
We provide reports that give you a detailed breakdown of the impact your content marketing strategy is having. We use this information to steer further content marketing pieces, helping you to maximise on the benefits of each piece of content and bring more relevant traffic to your site.