You’ve heard the buzz about content marketing, but maybe you don’t know what exactly everyone is talking about. Well, it’s not exactly a new idea, just one that has recently begun to take off in the corporate world. Content marketing is the use of blogs and social media platforms to build digital marketing campaigns that are designed to achieve the goals of traditional advertising strategies. It takes the best of both blogging and advertising, and combines them to drive business in a way never thought possible.
Content marketing is a powerful tool for anyone who knows how to use it, but as the web continues to grow in size and complexity, building an effective digital marketing strategy can be difficult.
First, the basics:
Organic search results are the web page listings that are the most relevant and are closest to the user’s query. Search engines are designed to turn up the most relevant and comprehensive information possible and filter out everything else. The purpose of search engine optimization (commonly referred to as SEO) is to make websites more visible and relevant to the algorithms that drive top search engines. Specific keywords are chosen to maximize visibility and help with driving web traffic.
Paid search results are those that are automatically pushed to the top of the listings and are paid for by the site owner. Think of it like placing an ad in a newspaper – you get a prime spot in exchange for prime dollars. Google AdWords is a good example of this, as it places links to paying websites right at the top of search results. Since SEO can be expensive in its own right as well as highly complex, many companies turn to paid online advertising in order to attract more visitors to their website. However, it may not be a practical alternative for everyone, as the fees associated are usually quite high.
Why content marketing?
In order to get the most out of your search engine results, and drive as much traffic to your site as possible, content marketing is the most effective strategy out there. It takes a comprehensive and multi-faceted approach to digital marketing that attracts and retains visitors, and is successful in building a following that lasts.
Content marketing is a more comprehensive approach because it considers the various stages that users will go through as they engage with your brand. As opposed to simply designing an advertisement and turning as many eyes as possible towards it, content marketing brings readers to your site with relevant information, gathers their contact information, drives further interaction, and ultimately leads to a desired business partnership. It is a multi-step process that facilitates all of the unique goals of any growing business.
Because of this unique process, content marketing is able to do more than just bring in customers. It builds a following that is interested in participating in the culture of your business. The benefit here is that a true following has a greater sense of loyalty, awareness, and commitment to your business and is ultimately more in line with your corporate goals. Over time, news about your business can spread via word of mouth, and suddenly you have a whole community of followers.
Your goal should be making a case for your service, and explaining how your company has a unique niche within the industry. The way to do this is to grow and nurture a culture that can support you. With content marketing, you have the power to set the standard, explain how everything works, and offer a solution that only you can provide. Unlike traditional advertising, it allows you to go much more in-depth and really flesh out the concepts that drive your company.
Making a connection
Did you know that word of mouth is the main factor behind 50% of consumer decisions? Or that social media users are 60-70% more likely to recommend a brand that they follow, as opposed to one that they don’t? The reason is simple; users want to support brands that they understand and identify with. Making a connection through content marketing is the way to build a trustworthy brand that your clients won’t hesitate to share with their friends.
A new world
The world of digital marketing is completely different than it was just five years ago, and the key to success for any business is understanding how to tap into the community of web users who are more active and more engaged than ever before. It’s about learning to speak their language, and understanding how to build meaningful relationships that will drive business and create a positive public image.
Torchlite is evolving the way businesses go to market. By seamlessly connecting digital marketing experts and business owners through our application, we make building effective digital marketing campaigns easy – driving leads, online traffic, customers and revenue. Let’s get ignited.