What is content marketing?
Content Marketing is a term that is frequently used by digital marketers. Every person involved with digital marketing in some way or the other often talks about content marketing. The manner in which the importance of content has grown in marketing makes it a curious case for in-depth analysis. A very common question that arises is what is a content and how is it useful in marketing?Content is a piece of communication that expresses a thought, idea or information in a written, verbal and visual manner. Content marketing is the methodology that uses content as a tool to drive marketing activities of a business.
Why is content important?
Content helps with an effective communication with the intended audience. It is amedium of dissemination of information by presenting facts and thoughts in a concise manner. People surf the web to obtain specific information. They have various needs and want to have an access to specific knowledge bits. To search the information they need, they use certain keywords which list the contents that contain those keywords.
For several years, web masters focused on insertion of keywords in the pages of their websites to get a higher listing. In many cases, the keywords would be the only thing on the pages with very little or no useful information. Very often websites would copy information from other sources without properly referencing them and giving them due credit.
To counter such unethical practices; search algorithms now focus majorly on the listed content on a website. Keywords are no longer of prime important. Yes, their value cannot be undermined but even more important is the right content with appropriately placed keywords. In such contents, keywords are not specifically highlighted and blend properly with the main content. Search engines prefer quality and original contents. These factors make it critical for web based resources to have effectively contents.
A high quality content not only attracts users, in the longer term it helps build a loyal audience. It enables the businesses or the individuals to establish themselves as an authority in the domain. In terms of business, it helps buyers to identify the right solutions thereby increasing the market share of the business. Other advantages of contents include growing subscriber lists, generating sales through email marketing and improving brand positioning and loyalty.
Latest trends in content marketing
Over the last few years, content marketing has increasingly become an important marketing tool. The below graph evidences this fact that content marketing has grown exponentially as a tool for digital marketing. It is now the most important element of digital marketing and the one that is highly efficient and result-oriented.
How should you develop the right content marketing strategy?
To develop the right content marketing strategy, it is important to identify who the target audience base is. If there are more than one segment as your intended audience base, develop multiple contents specific for each group. Make your content as informative as possible and refrain from making it a sales oriented pitch. It should be simple, easy to understand and must improve the knowledge of your audience.
Content is the most important asset of digital marketing. Content marketing is a subtle marketing method that adopts a holistic approach for efficiently communicate the positioning of the products, services or ideas. Due to its efficacy and superior results, it is now the most sought after tool of digital marketers.
This question probably weighs on the mind of every business owner exploring the realms of digital marketing. Well, there is no one-size-fits-all answer to digital marketing strategies, as the right choice largely depends on the nature and scope of your business operations. While in-house marketing may work best for some businesses, others may be better off outsourcing the job to experts, and some may settle on a mix of both worlds. Let’s examine the following factors to help you ascertain what works best for you and your company:
Digital marketing is a vast term comprising technical elements such as SEO (search engine optimization), PPC (pay per click), email marketing, content marketing, web design, social media marketing and reputation marketing. Whether you possess the essential expertise to execute these elements effectively is the first crucial question to address while making a choice. If you or your employees understand the finer nuances of digital marketing, in-house may be an appropriate choice.
How much money can you set aside each month for your digital marketing initiative? If you are looking at anything between $200-500, outsourcing may not be a viable option. Firms offering well-rounded digital marketing services cost a lot more. You are looking at anything upward of $1,000 for outsourced digital marketing services that deliver the desired results. If you have the money, and lack the in-house expertise, outsourcing is the safest bet. For someone walking a tight rope, both in terms of expertise and budget, hiring a professional to render services on a per project basis may be the answer.
Nature of Business:
How important is online viability to your business? Does the survival of your business depend entirely on the internet or is it one of things you are doing to go the extra mile to promote your business? If your answer is the former, SEO and digital marketing are not a matter of choice but essential for survival, and therefore, you must go all out in hiring the services of seasoned professionals for your digital marketing strategy. Outsourcing would be a sound professional choice here. On the contrary, a local business looking to expand base through the virtual medium can afford to take things slow and work with in-house services.
While outsourcing your digital marketing strategy, you need to bear in mind that for the company offering their services you are just one of the many clients. They will not be as passionate about your business as you are, and also may not be readily available to discuss alterations and modifications as you go along the way. If you are looking for a more personalized approach, stick to in-house marketing.
Resources and know-how
An existing employee doubling as a digital marketing manager, or even hiring an expert to deliver on all facets of the online marketing process, can never match the resources and technical know-how available with specialized firms. They have resources, manpower and the competence to not only launch a successful online marketing campaign but to also sustain it in the long run, while an in-house campaign may eventually fizzle out.
It is only wise to weigh all your options before taking the plunge.
(Disclosure: SixPL owns this blog and is a digital marketing agency. Please make your independent decisions after doing extensive research):
To start with you should hire services of specialized digital marketing agency for at least 3-6 months. During this period you will have a fair idea of what digital marketing can do for your business and what kind of talent required to achieve the desired results. You can also do a cost benefit analysis and make an informed decision.
Some of the independent and credible sources on this topic are as follows:
Email marketing is easily the most cost effective and powerful marketing tool for engaging with past, new and prospective customers. However, most businesses fail to really utilize the potential of this extremely useful tool. This is because they focus on content and creatives, and forget the rest. In terms of email reach, inbox deliverability of emails is the most crucial aspect of any email campaign. Sometimes, the most relevant, creative and awe inspiring email campaigns may go to waste because the emails fail to hit inboxes. So how to get out of this rut? Read on.
Maintain Mailing Lists
You may have a very long and impressive list of email ids that you intend to reach out to. However, these lists require regular curing because a lot of emails may not be working. Those who have provided you with their professional email addresses may have moved on to other jobs, leaving their emails inactive and if you have purchased or rented mailing lists, they may not all be to users that are relevant to you. So before you begin with your campaign, spend some time with your mailing lists. Correct incorrect addresses and remove the unresponsive or inactive ones.
The only way to understand and optimize the performance of your emails, is to stay on top of user activity and email responses. This also goes a long way in improving deliverability. Check both hard and soft bounces, number of unsubscribers, open rates, click throughs and complaints. Those who are not interacting with your emails should slowly be left out of your mailing lists because they are the most likely to report you as spam. This not only affects your deliverability, but also hurts reputation.
The Engaged Subscriber is Your Savior
To make your campaigns meaningful, focus should be on subscribers. The contacts, who regularly respond to emails are the ones you should be most concerned about. It is imperative that you continue to send them important and relevant information. Focusing your marketing efforts on such contacts is more likely to yield good results.
Focus on Content
It cannot be said enough – content is king. So if you really want people to relate, respond or engage with your email campaigns, it is important to create relevant and engaging content. The better your content, the more likely is your email campaign to get higher responses. This will also improve inbox reachability.
Set Up Domain Keys Identified Mail Authentication
This is an authentication protocol that verifies your emails. This verification and authentication are performed through ESP. This digital signature covertly establishes that the email is coming from you – a trusted source. It also helps establish your reputation and the authenticity of your emails, improving your overall delivery rates.
Choose a Great Email Marketing Platform
These platforms are robust software that are nothing but automated marketing vendors that help you navigate the technology landscape, while remaining within the legal parameters and rules of email marketing. They help you build reputation as genuine marketers, decreasing spam load on your ISPs. The business reputation of the email marketing platform goes a long way in building your marketing reputation, and this helps more of your emails land in inboxes as opposed to the spam folders.
The SEO techniques have changed significantly over last decade. It is no longer just a link building task. After several algorithmic updates, Google is in a position to determine the content which caters to users’ intent. At SixPL,we have been doing for years what the industry has picked up recently. Since inception, we have focussed on adding value to users through high-quality content marketing. And, it has paid off! Our clients’ search engine rankings are not just intact but have improved.Please have a look at the following results that we have delivered to our clients.f you too want to achieve such results, talk to us.