Content marketing is creating a huge buzz right now in the marketing and business world. “Content is King” means making content the centerpiece of your marketing strategy. Sounds simple enough. But to the average business owner it can seem far from simple. In this third article of a four part series we are taking a closer look at content marketing to help you understand how to take advantage of the opportunities in the changing world of internet, inbound marketing and social media.
What Is Considered Content?
Website pages, blogs, social media posts, images, videos, and podcasts are all forms of content. Each one has the potential to generate interest and be discovered by internet search engines which then direct your potential customers to you. In our recent article SEO is Dead we shared a helpful infographic about how search engines are changing they way they look for information. Content must now be the centerpiece of your online presence. Simply put: search engines are hungry for new food and your content can (and must) meet their need for more new food.
How Do I Make Content Work for Me?
The best way to make content marketing work well for your business is to create a plan. Yes, we know that ‘plan’ is a four letter word, but as a business owner you should be pretty familiar with planning. For example, your plan must include a keyword strategy that creates a synergistic thread woven through everything that talks about your business. Web content, blogs, articles, images, social media should all contain or be tagged with the keywords that are important to your brand.
Know When to Sell and When to Engage
If you remember only one point from this entire series of articles please let it be this: know when to sell and when to engage. Selling tools are outbound methods that include advertisements, sales email blasts, letters or proposals, postcards or mailings, your elevator pitch and your business card. Notice that nowhere did we mention blogs, social media or quality content. That’s because they are inbound methods or engagement tools, not selling tools. We go into detail to explain the different tools in the first article of this series Inbound vs Outbound Marketing.
The Bottom Line
We recommend starting with a simple plan that includes a regularly scheduled blog article and the appropriate social media platforms based on your target market. Keep it short and simple until you find a rhythm that you can manage. And we would be remiss if we didn’t mention that at Evolve Systems we offer a variety of marketing support plans that include online marketing, blog writing, social media and website management.
In the final article in this series we’ll discuss pulling all these details together, creating an editorial calendar and setting your plan in motion. Stay tuned!