The term – Content marketing, has become quite the buzz word in recent years. After Google has dropped the Penguin and Panda bombs site owners had to rethink their entire organic traffic strategy. Tricks such as article spinning and bulk massive link building not only didn’t do the trick anymore, but has also thrown many websites out of Google’s SERP.
“SEO IS DEAD” called the profits of the virtual sphere and numerous articles were published with “tips” for ‘How to get back your ranks’ or ‘How to recover from a penalty’. It took a little while before these voices turned into more sane and practical ones. However, at all stages of this frenzy, one thing stood out clearly – Content is King! Long Live Content Marketing!
The need for content marketing didn’t only rise due to changes in the SEO world. You can also feel its necessity by examining your paid channels’ stats. It’s becoming more and more clear that in recent years, traditional online advertising such as PPC and ad banners have lost some of their effect at engaging consumers into action. Internet users have developed a habitual ignorance for advertisements, enhancing the need for relevant, informative content for brands and businesses. This is even more true when we’re talking about B2B products (business to business).
But what is content marketing really? The Content Marketing Institute defines ‘Content Marketing’ as:
“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
So yea, this is the basic explanation. But if you want to do real content marketing, you have to dig a bit deeper than that. Businesses across the globe are re-evaluating their content in order to reach, influence and inform their target audience. Rather than have the biggest advertising spend, the focus for businesses now is to be seen as thought leaders and curators of relevant information within their chosen field. If you want to keep up, you have to join them.
What are the best ways to succeed with content marketing?
There are several ways that a business can enhance their marketing efforts in order to deliver the best content possible for their target audience:
- Mix Content Production with Creation:
Curating industry knowledge is a perfect way to keep your target audience engaged. Try and mix original, informative content with top news, blog posts and updates from your industry. This will help to propel your business to the level of a thought leader.
- Let Your Audience See Behind Closed Doors:
Develop a personality for your company and offer exclusive content that allows your customers to see behind the scenes. This will strengthen brand loyalty, trust and recognition.
- Be original to go viral:
Think about interesting facts and scenarios that your customers will find value in and want to share.
- Consider Brand-Boosting Collateral:
Content can be disseminated across a number of formats. Ensure that your company’s blog is up to date and contains relevant information about your business and industry. Ensure all social media content is optimized for sharing, and consider offering free collateral such as eBooks, podcasts and webinars. Any free marketing collateral that will engage and inform your audience will be beneficial to your brand.
- Consider Video
It is estimated that by 2014 video will account for 69% of all consumer internet traffic. Over 50% of businesses currently use videos as part of their content marketing strategy. Videos are an easily digestible form of information for most types of audiences. They are also easy to share, and more exciting than simple text. If you are not using video, 2014 is the year to take advantage of this medium. You can see an indication for how important videos are to content marketing in our blog about 9gag.com where we write about their fairly new separated domain for video gags – 9gag.tv.
Above all, make your audience feel special and exclusive by providing content that goes above and beyond the call of duty. Use SimilarWeb to seek out competitors and see what type of content works within your industry and drives the most traffic back to their websites. You can also use SimilarWeb to check where traffic is going before and after visiting your website, what types of content marketing are other websites within your industry using?
To learn more about how SimilarWeb PRO can help you in your content marketing strategy, contact us to set up a personal training session with our SimilarWeb PRO consultants.