Making the Most of Content
Content marketing is a general type of internet marketing focused on creating, writing, and publishing content for an audience on the web. This audience may be an existing customer base or may be someone who has recently come to the web via Search Engine Optimization (SEO) efforts. One common strategy for gaining backlinks in this way is to write guest blog posts for another website focusing on the same topic.
Content marketing can be an effective way to advertise your website or blog posts without having to pay for high-cost Pay-Per-Click (PPC) marketing campaigns. PPC programs are designed specifically to track the performance of specific keywords by bidding on them. By bidding on keywords that are relevant to your website, you can set a price that is lower than your competitors and gain direct traffic from your ad versus paying for clicks that are not targeted. One of the advantages of content marketing is the ability to use keywords that are less competitive and gain higher search engine placements through relative positioning.
Content marketing can also be used to provide a counter-point to traditional marketing strategies. Traditional campaigns typically take the form of print advertisements in magazines and newspapers as well as radio and TV commercials. Content marketing allows you to reach a highly targeted audience without the expense and waste of traditional advertising. Content marketers often produce infographics or case studies to accompany their blogs or articles to illustrate their point.
Before you start marketing with content strategy you need to set aside time to create a plan. Write out your marketing goals and identify your target market. Find a way to incorporate your content strategy into your overall business plan. Look at what types of blogs or articles will help you achieve your goals. A content strategy can consist of a blog, articles, white papers and case studies.
Once you have a clear direction it is time to build links. Search engines will give preferential rankings to web pages that have links from high authority websites with relevant keywords. You want to create as many inbound links as possible and try to obtain inbound links from the same authority sites that have links from other high ranking pages. Keyword related blogs and articles are good ways of building link popularity.
Content marketing is also a great way to improve your brand recognition by providing more information about your company and products. Use your blog to publish exclusive interviews and discussions with industry experts, guests and even featured guest. Guest posting on other sites will allow you to expose your company to a new audience. Remember that your primary objective is to acquire new customers. The more exposure that your brand has to the internet, the more likelihood it will be successful in online marketing.