My career began in content marketing as a Blog Manager for various niche websites, small businesses, and ecommerce stores and I am so thrilled to be utilizing this valuable experience to crush your competitors in the coming years as businesses unknowingly pour too much of their budgets into short-term paid advertising channels instead of the trusted white horse I know content marketing to be.
Content. What is it?
According to Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience- and ultimately, to drive profitable customer action.
Examples of content can be blogs, social posts, podcasts, videos, quizzes, ebooks, and plenty more. The most effective content is centered around entertaining or problem solving.
It is my belief that we’re in an era again where “content is queen”. As digital advertising has exploded in 2020, people will be buying less from outbound marketing, the ads and content seeking them out, and more from inbound marketing channels, advertising that attracts THEM to the product or information instead.
SEO (Search Engine Optimization)
SEO content lives on your website or digital properties and is written with the purpose of attracting the attention and favor of the technology bots responsible for ranking content on first pages for searchers (your potential customers).
Where do you distribute your content?
Content is published to 2 main channels.
Your website– A digital property you own is the best place to commit to posting content consistently.
Social Media– Posting content “teasers” that entice a reader to click through to your website to get the whole enchilada.
The logic here is to show up on social media which are free organic advertising channels (but traffic channels you DON’T own and have limited control over), and move your following deeper into your “funnel” to your website (a traffic channel you DO own and control, where you can collect data and use it for smart advertising).
What do I mean by smart advertising?
A. Your website has the magical ability to learn from all of its traffic and report it to your Google Analytics account. You’ll know which pages perform the best and a ton of other information about the people who are ushered to your site, from which sources they got there, and how they interact with your website’s content.
B. With “pixels” (code) like Facebook pixels, you can later retarget traffic that has bounced from specific pages on your site with ads and offers relevant to their interest on your site.
C. With strategic call to action placement and collecting email addresses with opt-ins, your traffic will be moved further through a customer journey you’ve created for them and getting to know you and your business more intimately, driving brand loyalty to you vs. your competitors (so important for 2020 and beyond as the competition becomes overwhelming to businesses and consumers alike).
How do you work with a content marketer?
Here are a few ways you might get started with a Content Marketing Strategist.
- Optimize your website’s mainstay copy (with “White Hat” SEO Optimization, keeping the end user in mind MORE than the search bots who serve them. Algorithms change! Customer desires typically don’t.)
- Strategize a blogging strategy (complete with research, SEO optimization, and publishing schedule)
- Outsource and collaborate in new and interesting ways
- Reduce effort and budget output by re-using content for email marketing, social posts, and sales material