• Edyn Herbert

How to Stay Relevant with Content Marketing

How to Stay Relevant with Content Marketing

Relevance is becoming more of a fleeting position as continual content fills up our news and social media streams. It takes constant effort and knowledge of timely topics to remain in front of your audience. But publishing often won’t do you any good unless your content is appropriate to your company’s image and the people you’re trying to appeal to. This is where content marketing becomes extremely valuable, because if done right, it can separate your brand from your competitors.

What Is Content Marketing?

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 drive profitable customer action. It’s different than promoting your products and services; instead, it’s about providing valuable information to your customers to help break down the barrier that separates brand from person, because after all… companies are just a bunch of people.

The key to content marketing is publishing valuable and relevant information that your customers care about - not just your company. Consider how much further your organization can go when applying the idea behind content marketing to your other categories of marketing. Search engines reward businesses that publish quality, consistent content and any successful PR strategy addresses the issues readers care about, not what management cares about.

The Value in Content Marketing

The value in content marketing can be viewed from multiple angles. Grace Cooper, a contributing writer for a content marketing firm, says that “a lot of its value is in the fact that it’s free to potential customers to make them aware of a product or brand they didn’t know about before.” As an example, if a company maintains a blog, it can be seen as another social media platform where the company can spread useful information while readers can discuss and share thoughts in the comments.

Content marketing, like traditional marketing, relies heavily on strategy for keyword research, particularly for the headline. Creating a headline with key buzzwords allows your company to pop up in searches more often when someone Googles a related question. If you’re more traditionally trained in producing headlines you’ve probably learned to make them as eye-catching and “shnazzy” as possible. But when you’re trying to get clicks you need to be able to be found in a search. So changing an article title about a tornado from "Twister Slams Area," to "EF 4 Tornado Damages Joplin” can mean the difference between minimal to extremely high engagement. To learn more about getting the most clicks out of your headline you can visit this great little article.

The other side of content marketing is understanding that many social and content marketers tend to focus a little too much on awareness content or bringing in new customers, when instead they should be focusing on considering stage content: when you have someone who already knows about the brand but needs persuasion to buy the product. So instead of directing your audience to reading articles written externally, try and produce original content that requires customers to remain on your company’s page. Good content marketing should have more links and information leading back to the company rather than outside sources.

An effective content marketing strategy works alongside other marketing tactics, not in place of them. It’s important to consider your company’s overall marketing and business goals before setting a content marketing strategy, and keep in mind how much time and budget you can devote to the initiative. Keep an eye out for a future blog post on How to Create a Content Marketing Strategy for Small Businesses. We are always available to answer your questions on content marketing. Contact Seventh Gear Communications anytime.

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