Content Marketing and Adwords Keyword Planner are buzzwords of the moment but there is confusion over what that really is and why a business should do it. This article sets out some of the basics.
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If you create content that your prospective customers need and want, they will find it, consume and engage with it and ultimately transact a profitable action with you. They may also share that Adwords Keyword Planner derived content with their own friends and contacts, amplifying the effect.
So this is where you start – developing a content marketing strategy. First you need to work out what your audience wants. Finding them is easy, but working out what they’re really interested in and why they visit certain sites or retail outlets is the issue.
All consumers are looking for solutions to their problems. Work out what those problems are and you can target your article marketing based on your Adwords Keyword Planner derived strategies for maximum effect.
Once the aims of the content marketing programme are set and customer needs identified, then you need to create the content to fulfil that need. That content can take many forms – here are just a few; videos, infographics, social media content, apps, website articles, blogs, eNewsletters, photos/illustrations, animations, webinars, microsites, etc.
If you can’t produce that content yourself, you will need the support of writers, bloggers, designers and web developers. You will need a network of tried and trusted partners – videographers, coders, app builders etc – who will work to your strategy and brief.
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Blog content (as a matter of fact, all content) has a very specific purpose. That purpose is to educate and inform your readers/target audience) about your products/services and to put them in a position of knowing a little more after they read your content than before they read it.
Using content marketing to help you sell online
First of all, when it comes to your content, you need to consistently deliver top-quality, valuable content to your readers. It is your content that enables you to build a relationship with the other person, which means that eventually, that person will trust you enough to want to buy what you are selling. This is where content marketing comes into it.
Content marketing is an amazing tool to help you sell your product(s) online. If you do it correctly, your content marketing materials will reach the other person in such a way that he or she will only consider you and your business to be the one from whom to buy.
The truth is that your ability to sell anything online stems from the content that you share with other people. If not for your content, you would not have any way of letting your online connections know about what you are selling and why it stands above the products and/or services of your competitors. Of course, as far as selling is concerned, it is much more difficult to sell a service than to sell a product.
On the other hand, the concept of selling using content marketing is the same whether you are selling a product or a service. The fact is that content has always been king, is king now, and will always be king.
Right about now, you may be asking exactly how you go about creating a selling strategy using content marketing materials. Well, there is an approach that will most likely work for you.
Online business and content marketing
When it comes to selling online, there are a few things that you want to accomplish. You want to:
- Increase brand awareness.
- Raise your ranking on the search engine results page (SERP)
- Engage your readers more effectively
- Increase your brand's value through your content marketing materials
- Increase your social reach through a large volume of top-quality content. If you achieve this, you will have a chance that your content will go viral.
- Make it feel as though you are not selling. If you are actually teaching your readers what you know, they will walk away from your content with something extremely valuable.
The effective type of content to allow you to sell online
The answer to this is not the same for every person and for every business. The most appropriate type of content largely depends on the industry that you are in and your particular target audience. Some of the possible vehicles that you may want to consider using include online newsletters, white papers, short videos, graphic materials, etc. Now, you are at the point at which you need to consider what to do with the actual content.
- Make your headlines highly effective: What you need to understand here is that you have exactly three seconds to capture the attention of your reader with your headline. If you can't do it in that amount of time, the reader will move on to someone else's content. Your headline should contain strong keywords or key phrases (although you will want to be careful about not over-stuffing the title with too many keywords or key phrases). If you don't feel confident about your keywords and key phrases, you will want to do your homework so that you have a clear understanding about which keywords and key phrases work most effectively for your particular brand.
- Using guest bloggers can be extremely beneficial: Using guest bloggers can be extremely effective because it adds interesting perspectives to the content that you have written and shared. Your readers will thank you for it. Of course, you should not surmise that your readers are more interested in what your guest bloggers are writing than in what you are writing. It is a value-added service that you are offering them. The more valuable, informative information you share with your readers, the more they will appreciate what you are doing for them.
- Maintain a reasonable approach to content marketing: The major focus (and point) of your content is to establish an emotional connection with your target audience members (readers). Your readers may be current clients or they may be prospective clients. In either case, you want to connect with them on an emotional/human level. If the content that you are sharing resonates with your readers, you will most likely succeed at establishing a lasting relationship with the other person.
Using your content marketing materials to sell online is an obvious choice. It is a well-established fact that content marketing is necessary if you are going to succeed in selling online. You will want to make sure that your content is original and as innovative and refreshing as possible. If it possesses those qualities, other people will want to read it. Now, all you need to do is go about it in the most effective manner possible for your brand.
A Beginner's Guide to Content Marketing
In general, what happens is that people first create content and consider optimizing it for SEO. However, the best practice is to start with the end result in mind. If you belong to content marketing or offer SEO services, it is suited to take a radically different approach - think of the promotion first so when it comes to creating content, you already have a strategy to work upon and hence craft the content to achieve that.
Here's how you can do your content marketing from an SEO perspective:
Gather a concourse of talents
Get all marketing maestros on board - PR, SEO, content strategists, creative, and social media experts - to work on the content plan. Creating content for marketing is a team effort and yields awesome results when a variety of talents assemble to contribute. Ideally, you should have people who are specialists in different areas, instead of having jacks of all trades, masters of none.
Set a goal
With your fantastic team, you are ready to set a definitive objective. Firstly - understand your brand, purpose of marketing, the message you want to convey, your core values and the ways to communicate them.
Then, you have the job of understanding your potential customers and afterwards, your objective with the content marketing. Ask yourself - whether you need to track conversions, need improvement in customer support or sales? Once done, create clear content guidelines to plan what should you publish and what shouldn't.
Do not create content just like that
There are millions of content posted on the internet in the form of videos, Facebook posts, Tweets and others. So, there's so much noise and you have to make yourself rise among that crowd.
Better you learn from your past experiences - which areas need improvement, what has triggered mass interest, social engagement, etc.
Quality is what Google prefers - generate remarkable content, the battle is yours. Churn out the generic and the optimization won't help you. Besides that, your content should be relevant and up-to-date.
Focus on data-driven content with exclusivity
While creating quality content, try to incorporate relevant data in a precise and accurate manner. Data to validate your points increases your credibility. Even better, if you give it a news angle and you're credited as the source for that information.
Create content that answers users' questions
Creating content that actually helps your users by answering their questions is a major win - in terms of content quality and SEO, both. Research and understand the pain-points of customers. If done successfully, you create evergreen content that gathers repeat readers. Quick, well-explained answers are termed the best.
Let customers be the king
Google loves the internet users and you can play around that. Involve your audience in what you do. For instance, ask them to submit their funny videos or creative posts under a campaign. In all your marketing initiatives, always remember that your moves will be to build an audience not just backlinks.
Don't let any doubts cross your mind while creating content, like - what if people already know this, etc. Use different formats to present your content such as white papers, PDFs, infographics, small articles, etc. Then, choose relevant syndication partners to widen the reach of your publish. Of course, quality SEO services can help to promote your business.
Content Marketing Trends in 2017
If you are a passionate marketer just like me, who is striving hard to keep up with the pace of vicissitudes occurring in the content marketing industry, you will definitely enjoy exploring this article! Talking about the year 2017 on advertising community, it was fully action-packed with lots of new endeavors.
Keeping in mind the eventful online marketing industry, it is impossible to admit that this pace would get any lower. So do you have any plans to cope up with the pace? I know it is somewhat daunting, but this is why I have written the blog! Let us discuss some of the leading trends of 2017 in the content marketing industry so that we are ready to handle it:
Due to the bombardment of content and the development of new trends, the users are fully aware of the pros and cons. They are enjoying the luxury as a result of these advancements, but the users are also being manipulated and misguided through online marketing.
To handle this scenario, the marketers are now working on the Personalization phenomenon. The more user-friendly the content and online presence is, the more likely it is that the customers will feel relaxed and secure. Features offered should be more collaborative, and the individualized experience should be integrated.
Diversification of Advertisement
As the process of information flow on the internet is a never ending story, I should say, the customers have access to the online content information through various resources. Do you know the effects of these additional variables and considerations on the buyer? They are much confused now, but as everything has Pros and Cons, the people now are much more knowledgeable.
Thus they take more time to decide. They are inclined to conduct more researches than before. The decisions these days are complex, and the marketers are using more diverse mediums to attract their potential customers.
Buying Arenas: More than Ever!
The online shopping platforms are increasing day by day. Every company has its online marketing portal also as the online presence liberates you from the physical existence limitations. Now, due to this ease for the buyers, the online marketers have also been blessed by the numerous opportunities for advertising and conversion of potential customers.
Many vendors have gone 'online' via their App, and they are paying to the advertisers to display their App so that the customers can buy directly from that application. Through this method, the potential customer is converted before they move on to the vendor's website. This is indeed a great accomplishment for the vendors.
Mobile-optimized Marketing: On the Go!
Desktops usage has reduced over the past ten years, due to the increasing usage of the Mobile Phones and Tablets. The cell phones these days are bigger in size having larger screens and easier-to-use interface. Browsing the Internet through cell phones and tablets is a fun-filled activity. The marketing experts are paying more attention towards the responsiveness of the websites on these platforms.
Companies like Google, Amazon, Facebook, Twitter (and much more) are structuring their applications for the Cell Phones and Tablets, making sure that the leads are generated colossally.
Better the Amalgamation; Better The Results!
The Online Marketing strategy of the organizations is now integrated into the concept of mainstream marketing. Moreover, the online marketing has taken the place of the traditional marketing and its campaigns. The online marketing is traceable and diverse in nature.
To exemplify, I would like to mention regarding the interdependency of various marketing techniques. No matter how excellently written the online content is, without SEO it is not worthy enough to generate leads.
If you think keeping pace with these trends is difficult, you can take help from an online content marketing company that can cater your content marketing requirements effectively.
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