Tag Archives: Content Marketing

Content marketing doesn’t merely mean publishing more and more content

Before Panda and Penguin updates people were creating massive amounts of content to improve their search engine rankings. The 2012 updates from Google changed the game. Rankings disappeared overnight and businesses based on merely creating content for the purpose of getting higher search engine rankings were basically ruined.

It was also a year when content marketing evolved into a specialized profession. A glimpse of this E-Consultancy survey shows that over 90% companies recognize the overwhelming importance of content marketing. Coca-Cola, the biggest consumer brand in the world, has drawn out a 20-year content marketing strategy that is being considered as one of the most comprehensive paradigm shifts in the way brands are going to promote their products and services.

But no matter how mainstream it becomes, people are still confused about how to implement an effective content marketing strategy. Many still confuse it with creating and publishing lots of content. Of course you need content, but there is more to that.

In order to implement a successful content marketing strategy, you need to understand why people would look for your content. Why they would like to read or consume what you have published, but be it video, text or images? “Why” is very important. If you understand this “why”, 90% of your problem is solved.

If you are in the entertainment industry, then people access your content to get entertained. They may also access your content to know more about the people who entertain them (for instance, celebrities and players). If you are a news agency then people will access different categories of your content according to their interests such as politics, sports, industry, technology or science. If you are selling smart phones people want to know their various features and advantages over other smart phones.

Different people have different content needs and as a content marketer it’s your job to figure out what they’re looking for. Once you have sorted that out, you need to find out what format your target audience prefers, and tools and services your target audience uses in order to find the content it is looking for.

So content marketing doesn’t just involve publishing lots of content to improve your search engine rankings. It’s primary objectives are

Finding out what content your audience is looking for
Creating content that your audience is looking for
Publishing relevant and topical content as the need arises
Making that content available in a format your audience prefers
Making that content scalable so that it is accessible across multiple devices and platforms
Optimizing that content so that it is easier to find it on search engines
Making it easier and attractive to share that content on social media and social networking websites
Streamlining existing content and producing new content according to rapidly changing preferences of your audience

These may seem like lots of points, but whether you are a big business or small enterprise, in one way or another you can implement these points to drastically cut down your costs on conventional advertising.

What makes your web content successful?

Leave a reply

Content marketing no longer remains at the fringes. There was a time when people thought content marketing merely meant stocking up your website (or, later on, blog) with lots of keyword-centric content to cover all possible keywords. Terms like “SEO content” and “search engine friendly content” were highly sort after. There was a complete, dedicated branch of SEO content writers who specifically created content for search engines (I am using the past tense just for the sake of writing, such writers still do brisk business).

Do such tactics work? In many cases, yes. Google and other search engines still show lots of preference for keyword-centric content. Actually, there is nothing fundamentally wrong in creating keyword-centric content. After all, what are keywords? They are the terms and expressions you use when you talk about your business. They are also terms and expressions your present and prospective customers and clients use when they talk about your products or services, or when they are trying to search for your products and services on search engines and social media websites like Twitter and Facebook.

The problem is, most SEO experts and website owners focus on just creating keyword-centric content. This may get you lots of traffic, but very little business. When you are doing business online, traffic isn’t everything, although it is a big part of your online marketing effort. More than traffic, what you need is a good conversion rate. When you have good conversion rate, your web content can be called successful.

Well-written web content achieves the following for your online business:

Get qualified search engine traffic for the right keywords and search terms
Provide timely information that assists your customers and clients complete the buying cycle
Constantly engage your visitors so that they develop a sense of familiarity with you or your brand

These are the basic traits that make your web content successful.

Is content marketing the only marketing left?

1 Reply

This is something Seth Godin said in one of the interviews he keeps giving on various Internet marketing forums, that content marketing is the only marketing left.

Many people tend to disagree, but they don’t get the import of the thing. They always equate content marketing with something that necessarily has to do with the Internet. Of course a major part of content marketing evolves on the Internet, but it goes beyond the realms of the world wide web.

Content marketing in its truest sense means two-way engagement. Unlike conventional advertising you are not simply broadcasting promotional messages using various channels (print magazines, newspapers, TV, radio and even some form of Internet advertising), you are actually trying to reach out to your target customers and clients. First with the arrival of the contemporary Internet and then with social networking and social media, the dynamics of how people consume content (information, education or advertising) have gone through a paradigm shift. It’s no longer about passively receiving messages. Now people immediately respond to those messages and also create their own messages.

This, is a big difference. People talk to businesses and they talk among themselves. Your business and your brand must be talked about in order to remain relevant. This can only be achieved by engaging content, and hence the relevance of content marketing.

Again, although I mostly deal with writing, content, it can be anything. It can be a video, and info-graphic, an audio, a presentation, a PDF file, your postings on social networking websites such as Twitter, Facebook, Google Plus, LinkedIn, and Tumblr. It can be images and videos on Pinterest and YouTube.

The biggest reason why content marketing is the only marketing left is that people “search” on the Internet before doing business with you. People no longer buy your products and services after seeing your advertisements and flyers. They log onto their favourite search engine, and they search for your product name or your service name (and various other combinations involving your product name or your service name), and read and view information and opinions about it. If not their favourite search engine, then they use their favourite social networking website (most such websites like Twitter and Facebook are making search a big part of their offerings) to know what people are saying about your product or service.

Conventional marketing brings you brand awareness. Content marketing brings you brand involvement, and this is what you need in the current scenario. You want conversations to happen around your brand and business, and if possible, positive conversations. This happens when you create and promote content people can share, respond to or react to.

Content marketing also gives you an ability to measure various aspects of its effectiveness. Take for instance blogging. At a particular time, using analytics tools, you can easily find out how many people are reading your blog posts, from which geographic regions, at what particular time of the day, during which days of the week, etc. By actively engaging them in your comments section you can even get more information.

The same holds true for social networking websites like Facebook. The amount of information its analytics can give you is unparalleled.

Content marketing strategy for landscaping business

Leave a reply

Content Marketing Strategy for Landscaping Business

This year I have written content for more than four landscaping businesses so it will be safe to say that people in this particular industry realize the importance of targeted content writing and content marketing. So what should be your content marketing strategy if you want to promote your landscaping business?

In this business people are primarily influenced by the following:

Your experience/portfolio
The clients you have worked for
Personal recommendations
Visual collateral
Constant communication

If you don’t have a blog then you should definitely start a blog for your landscaping business website. A blog is not just a “trendy” thing to have: it is a top-notch communication channel. If this doesn’t motivate you, a regularly published blog can increase your search traffic easily by 100-200% within 3-4 months (it depends on the frequency and quality of your blog posts).

When we use the word “content marketing strategy” it means you are not simply going to publish content – you’re going to make sure that the content reaches the right audience and then it makes the right impact.

Not all your landscaping clients will be visiting your website. They will be on Facebook, on Twitter, on LinkedIn, on other blogs and websites or simply looking around for a similar service on various search engines. Your content marketing strategy involves using multiple channels as well as multiple content formats to reach your prospective clients. Since I provide textual content, this is my focus.

So in order to launch a content marketing strategy for your landscaping business you need to do the following if you haven’t already done so:

Start a blog under your own domain name (something like http://your-business-website.com/blog) and start publishing content on it on a regular basis. Focus on quality but also be regular. In the beginning it will help you if you can post everyday or at least thrice a week. The growth of your blog should be gradual. It’s not a good strategy to hire a writer in the Philippines, for instance, make him create 50 blog posts and then publish them in one go. In a day, publish just a single blog post.
Create Facebook and Twitter profiles and start interacting with people over there. Although this might sound like social networking but your content plays a vital role in creating a solid presence for you or your brand. People will recognize you on the basis of the content you regularly post under your profiles.
Carry out a content analysis of your business website. Are all the necessary pages there? Do you think all the information the client needs in order to make a decision in your favor is present on your website? Does it have testimonials and the FAQs section? Does it properly explain what sort of landscaping services you provide and what sort of material you use?
Set up an account with an email marketing service such as mailchimp. Permission-based marketing, although as old as the contemporary Internet, still rules the roost when it comes to reaching out to your target audience in the most effective manner. You will need high-quality content for your email marketing campaigns.

You must be wondering once you have established these channels (and many more) what you’re going to talk about. For instance, your blog. Of course you will be talking about landscaping. You can start by explaining the various aspects of how you carry out individual projects and what parameters you take into consideration. You can talk about various forms of landscaping, materials, methods and architectural conventions. Once you have started, the ideas begin to come on their own.

Remember that link building must be an integral part of your overall content marketing strategy. Google looks for quality websites and blogs that link back to you. So continuously create content people would like to link to as this will significantly improve your search engine rankings for your targeted keywords – primary, secondary and longtail.

The same holds true for your social networking and social media profiles. Keep in mind that search engines these days list social media content also. So be careful of what you are posting.

The difference between content marketing and content strategy

Leave a reply

There was a time when I used to think that content marketing is a subset of content strategy, but now I believe that both content marketing and content strategy can be subsets and supersets of each other.

You cannot have a successful content marketing campaign without a content strategy, and a well-define content marketing campaign is an integral part of your content strategy.

So, if they are intertwined, what are the defining differences between content marketing and content strategy? What are the key differences?

In simple terms, the insights and data that you get through content strategy, you implement in content marketing. Content strategy gives your content marketing the needed direction. Without this direction, your content marketing turns haphazard and ineffective.

If content marketing consists of publishing regular content, content strategy is knowing what content to publish, what audience to target, and which platforms to use for publishing content.

As mentioned above, content strategy is based on the metrics and the insights that you obtain through analytics, observation, experimentation and third-party data.

Content strategy

What is content strategy?

As mentioned above, our actions must be well thought of if we want to achieve something. Here is what content strategy involves:

Knowing what content to publish and distribute.
Knowing who is your target audience and why?
Clearly defining KPIs.
Knowing how to obtain traffic and engagement data.
Streamlining content publishing based on goals and insights.
Zeroing in on the platforms that you will use to publish and distribute your content.
Establishing an audience engagement policy.
Figuring out which content type or format best suits your content marketing KPIs.

First, you need to know what is the purpose of publishing and distributing content and exactly why you need content marketing? How it can serve your business and help you promote your cause?

To be a successful communicator, you must know whom you’re going to communicate to. You should know your audience, you should know what they want, what they’re looking for, what their concerns are.

Data insight is a great power. When you set in motion your content marketing strategy, you will need to constantly analyze your data so that you can make timely changes.

You need a content writing and content publishing roadmap so that you remain focused and you always know what you’re going to published to cater to your core audience.

Merely publishing content doesn’t help you much these days. This is where content marketing comes in. You need to promote and broadcast your content so that it reaches the maximum number of people. For that you need to shortlist channels that you’re going to use to distribute your content, for example search engines, social networking websites like LinkedIn, Facebook, and Twitter.

You also need to constantly engage your audience. Unlike conventional marketing, content marketing involves two-way communication between you and your audience (your customers and clients). Without meaningful and regular engagement it’s difficult to establish a rapport and make yourself more relatable and identifiable.

Content can be of multiple formats and if you have limited budget, you cannot target all the existing formats. For example, you can have written content (content writing, etc.), videos, presentation slides on SlideShare, images on your own blog, Facebook and Pinterest, sketches, infographics and basically, everything that you can use to communicate data and ideas. You may like to do something like content writing or images in the beginning and later on start focusing on other formats of content too.

This basically sums up your content strategy.

Content marketing

Content marketing explained

This involves folding your sleeves and actually getting down to the grind.

Whatever steps you have listed in your content strategy document, you implement during content marketing. Interestingly, there is a reason why there is “marketing” in content marketing.

Yes, sure, you publish targeted content. But, merely publishing content doesn’t bring you success. You need to “market” that content – you need to promote your content so that maximum number of people can access it and are then drawn to your website or blog.

Marketing is a proactive activity. You need to take steps so that the visibility of your content increases. You improve your search engine rankings. You broadcast newsletter updates. You engage audiences on different social media platforms. You closely watch and follow trends and publish content to leverage them. You make sure that you stick to your content calendar.

Why is content marketing important? I mean, why not simply advertise and promote your business the way people have been doing for decades?

There is a reason why a greater number of businesses are adopting content marketing rather than sticking to the old ways of business promotion. People these days don’t like being sold to. They want you to gain their trust. This is done through publishing valuable content.

On the Internet (and in real life) it is not physically possible to interact with thousands of prospective customers and clients on daily basis. Your content on the other hand can do the job seamlessly.

Content marketing is also called inbound marketing. Inbound marketing means your prospective customers and clients come to your website on their own after accessing your content or while trying to access useful information. It is their decision. It is they who find your link somewhere, click the link, and come to your website.

Outbound marketing on the other hand is a traditional form of marketing where you interrupt people while they’re doing something else.

You assume that they are going to be thrilled at receiving your marketing message, whereas this is not the case. People are annoyed when you are urging them to buy from you while they want to watch their favorite movie, or read an interesting blog post, or watch an enchanting cat video. You’re interrupting them, and you’re not just interrupting them, you’re also urging them to part with their money on an item or service that they may need, but right now, psychologically, are not prepared to buy.

Through content marketing you are simply there. You solve their problems. You keep them engaged. You seed conversations. They become familiar to you. They become comfortable to your presence in their lives (or on their screens). The more familiar you become, the more they trust you.

Here is a good definition of content marketing from this Forbes article (slightly old)

Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly-defined audience – with the objective of driving profitable customer action.

What should a small business focus on, content marketing or content strategy?

Frankly, there is no use doing content marketing without content strategy. Without strategy, your content marketing is going to be haphazard. It will be like throwing darts in the darkness. You may succeed, or you may not succeed.

Creating a content strategy may seem intimidating in the beginning, but it is not. Even if you spend 3 hours every month strategizing your content marketing, or at least, this is what I think, especially if you’re a small business, it is more than enough.

What is strategy after all? It is being aware of your environment, analyzing your environment, and then controlling your actions accordingly, to reach your goal.

For example, a strategy has a swot analysis – your strengths, weaknesses, opportunities, and threats. You may already have good content you can leverage by reusing and repurposing. There may be many gaps you need to fill. There may be some really good and useful topics you can write and publish content on. How is your competition faring? What can you do to beat your competition?

Using your analytics data is also a part of your content strategy and based on that you can give a direction to your content marketing efforts. If you use Google Analytics, your dashboard tells you the type of traffic your content is attracting. Is this the right kind of traffic or you need different traffic?

If you’re thinking in these terms, you are already using content strategy to make your content marketing effective.