Great content your digital marketing strategy.
For most businesses it is important to have multiple tools in their tool box when it comes to digital marketing strategy. Often business will have e-mail marketing campaigns, click ads, social media, websites, and blogs. Often businesses will deploy many different tactics to engage their ideal audiences.
The goals for these tactics is to build brand awareness. Did you know that more than 70% of people now admit that they would rather learn about a company through their content? In addition, more than 50% of people read content marketing titles at least once a month. So it is important to make sure your titles are catching to draw consumers into your site to learn more.
Consumers are more brand conscious than ever before. A staggering 68% of people have admitted that they spend time reading about brands that interest them. The words you use to describe your company, and that are written about your company have major staying power today. It is so important to make sure that you control what messages you put out there.
Content for SEO Strategy:
Content is important for developing a good SEO strategy with search engines. It is no surprise that Google awards websites that are updated regularly. While the algorithms change regularly, and AI drives those changes, we can say that written content and visual content have staying power as part of a digital marketing strategy.
The average search query is more than 4 words long. Thus, the idea of developing a “keyword strategy” has largely been replaced with a “key phrase strategy.”
Develop a unique content strategy for your business:
You may have competition that is like you, but your goal should never be to copy what they are doing with their content in hopes of getting similar results. Every business is unique. Even if you are making the same product as someone else, your business can market your product differently. The goals, ethics, and community involvement of your business may be more appealing to buyers than simply having a cheaper widget.
Science has proven that people buy from people that they like.
Content can play an important role in developing your online reputation. You can read our article on using LinkedIn to develop your personal brand here. If your company plants a tree for X amount of sales or has a stellar safety rating and employee retention those are all things that can set your business apart.
It can also hurt you. 71% of buyers/readers say they were turned off by content that seems like a sales pitch. (Economist Group’s “Missing the Mark”) This means you have to develop content that engages your audience about topics they care about that are relative to your business, but not offering up products in every single post.
Over half of both B2B and B2C marketers said they are using their customer relationships in the content. By using voices of people that are already your customers, it builds credibility and adds repore for potential customers to draw from.
Content give you the ability to tell your story in a way that reaches more people than ever before. It also give you the opportunity to reach audience you otherwise would not touch.
Free tools to help you develop great content:
- Google Trends, you can research keywords and phrases to see what people are searching for. This free tool allows you to compare results and even see regionally what keywords and phrases people are using the most. This is a simple way for you to research what topics people are looking for and develop your content to be found in the results.
- SEM Rush offers a comprehensive search for businesses to compare their results vs. competitors. You can do some basic searches for free, and comparisons for free. Once you have reached your monthly limit, they will require you to upgrade your plan, but the tool will give you enough information to go on. It will even help you calculate the value of the keywords.
- MOZ helps you to explore your keyword for your website and lets you know where your pages rank in terms of search for free. You can see the monthly volume of searches for each keyword or phrase and even offers you keyword suggestions with the monthly search volume associate with each. You can only do 10 queries on MOZ for free so use them wisely. If you find the tool useful you can subscribe to the service.
Conclusion:
If you are building a company brand or your own personal brand, the content you use can work for you or against you in your digital marketing footprint.
Digital marketers like us recognize the value of creating content over a long period of time. It is proven that Google favors content and search engines have historically given a lot of attention to social media, but many people believe that the focus is changing back to your website itself to drive conversations with customers. Even though the B2C marketers whose audience is in general more involved on social media, most people don’t look you up on Facebook, they ask their phones to “find a widget for a thing-a-ma-bob.” The phones use the search engines to connect users with information, not social platforms.
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