We’ve all heard the phrase: “content marketing” – but what is it? And more importantly, why do you need to care about it?
Chances are it’s something you’re already doing – or maybe scratching the surface on. Essentially content marketing is creating and disseminating relevant and useful information for the end user or your target audience.
As an advertising and marketing agency, we really handle it all – from buying media, to creating ads, to managing social media campaigns, to implementing SEO strategies. The interesting part about all of this is that the consumer gets their information in a variety of ways – and in our industry, we need to make sure we adjust with the times and get information to the consumer the way that’s going to turn said information into a sale. It’s not just a traditional TV or radio spot anymore.
Creating content that your audience is searching for could be the #1 way you begin a content marketing strategy. Start a blog. All of that original content that you’re slapping all over your website and social platforms is allowing your target audience to search that information and find YOU, not vice versa. You don’t necessarily have to find your target anymore – with the power of the Internet, more often than not, your consumers are going to find you.
So what’s the importance of all of this? Every company calls it something different, but it’s all helping with your search engine optimization (SEO) and it’s all driving people to your website. Once they get there, if your site is designed well (ahem… we do that too) then things start falling into place.
Here are some quick tips to get you started on your content marketing strategy:
Put it all out there.
With the Internet, there’s nothing to hide anymore and consumers appreciate brands that are open and honest. Doing this not only creates a loyalty between you and your consumer, but it also allows you to be as transparent as possible.
Content doesn’t just mean text.
Use images and videos to get your message across. They’re all searchable and oftentimes consumers find it easier to retain information from a picture or video than from an article. (Maybe this post should’ve been a vlog instead 🙂 )
Don’t be afraid to be creative.
One time I was helping a client with a Q&A vlog for its website – we were creating original content in video form (see #2) to help optimize its site with unique content. We talked about doing a Q&A about twerking (twerking was relevant at the time) and how it related to their business. It would’ve been really funny and probably would’ve had a lot of legs, but in the end, we didn’t go through with it, which is fine (it was a little over-the-top for them). But my point is, get creative and think outside the box. Put content out there that’s relevant to your business but still interesting because in the end, people only take time to read (and SHARE) interesting things they find on the Internet.
Use your experts!
You have a team of people working for you who know your business – let them help you create content for your company. Different perspective is a good thing (as long as it’s in line with the company’s brand and mission).