Content marketing, is the creation of quality content focused on specific topics related to a company’s business,
It is an extremely useful practice for channeling user visits to a particular site, so as to increase the turnover of those who offer and want to sell a product or service.
Content Marketing: improving positioning
Users become customers if you are able to capture their attention with original, reliable, quality content that provides valuable entertainment and, above all, truly informs.
Quality content is a practical, non-molesting alternative to the classic advertising that we are all arch and pay no attention to anymore.
Content marketing, on the other hand, on the strength of this situation of general fatigue towards advertisements, leverages another opposite and winning principle.
Make the customer look for the advertisement and not the advertisement look for the customer.
Thus, it is intended to entice the same potential buyer to learn more about the product or service, to read up on it of his own volition, and later to share the information he has acquired.
By doing so he will convince himself that he made the right purchase because he was able to inform himself and weigh his purchase well beforehand.
Content marketing: building customer loyalty with content
So the technique of content marketing proposes relevant, free content to the user with the ultimate goal of directing him toward the brand being advertised.
One simultaneously wants to build customer loyalty and strike a positive chord with them even if they have not yet had a chance to try the product or service.
Through the skillful use of quality content, you increase the likelihood of sales and the possibility that the user will become a customer.
It triggers a mechanism whereby Customers will become more and more customers, if new ones are acquired.
At the same time the reputation of the brand itself and the turnover also grows.
In the great cauldron of web marketing, content marketing over time has become increasingly popular as a winning strategy.
With the great development that social media has undergone, quality content is continuously shared and has thus become the most widely used method of promoting one’s brand.
Not only that, even search engine ranking itself, and thus SEO activity depends on content, which must be continuously optimized if certain results are to be achieved.
And here keyword research also comes naturally, which is central to content marketing as an activity of finding content that interests the company’s niche market.
Content marketing: what target audience ?
But if you want to put good content marketing into practice, you have to start with an a priori strategy: understand what target audience you want to hit.
Accordingly, you will carefully choose what topics will be attractive to those who go to make up the established target.
Obviously once one decides to venture into content writing, it would be good to read up on the topic especially if one has no knowledge in the area to be covered.
It is therefore necessary to do the appropriate research or rely on someone in the trade, marketing professionals or even web editors or copywriters.
The target audience will always represent the center around which to choose the topics to be covered and determine which web formats to use.
Not only text then but also videos, images, slides, etc.
It is obvious that there are formats that are more suitable for some targets and less so for others, but you can always adapt even the less suitable ones if you grasp well what you want from the other side.
In other words, it is always appropriate to identify with the potential client and see things through his or her eyes, thus trying to understand what specifically he or she would like to be informed about and in what way.
And this is crucial.
What are your competitors doing ?
And if you really still can’t center the topic or even the strategy, you can take a peek at what your competitors are doing.
Following on parallel tracks or a so-called false line your competitors might sometimes, not be entirely a bad idea.
On this path, social networks as well as blogs and forums come in handy, both in terms of the topics developed and the users to be grabbed.
One might also think of making arrangements with the most followed influencers of the moment or well-known bloggers, themselves content authors, to give their advertising messages greater resonance.
These new information channels are able to spread content at an impressive speed by simply clicking the “share” button, an action that is done, without thinking much about it.
Come to think of it, we have basically returned to a very common practice that was never abandoned and is probably the best: word of mouth.
Indeed, it works if you are enthusiastic about a product purchased or a service enjoyed, you share, that is, you let your friends know that you are not wrong if you make the same choice.
The basis of sharing is trust
The basis of sharing is always trust.
Therefore leverage word of mouth by writing the right content that can i.e., be inviting.
Posting posts, articles, pdfs and possibly accompanied by images or videos, guarantees at the very least the spread of the brand and certainly then also the success of sales.
This type of marketing, the kind that takes advantage of social channels, is called viral content marketing, and nowadays it is perhaps the one that is all the rage.
YouTube, Twitter and Facebook are just a few examples of how some content can be spread like wildfire and in real time.
Returning to the concept of SEO content, as mentioned above, we note how content marketing and SEO activities go hand in hand.
Both lead to an increase in the number of visitors to the site, without having to resort to online advertising, that is, without incurring other costs.
Getting links naturally
Recall that for SEO ranking, it is important both the quality and quantity of links derived from other websites, which Google reads as a ‘recommendation’ parameter.
However, many people focus on the quantity rather than the quality of links, but Google gives more weight to the quality of information, precisely to discourage these practices, and this is where content marketing is born then.
Link building, the SEO practice of inserting links within a piece of content is called, has not disappeared as Google’s algorithms have been updated over the years.
For example, links from social media are seen by search engines as a spontaneous consent given by users.
For this reason, it is good to carry out good social media marketing and conversational marketing.
Always writing content that is interesting and able to generate links, thus becoming viral, significantly helps the ranking of site pages in the search results page.
Internal links
Then there are the internal links (internal links), which are those links between pages and content on the same site.
These links other improve SEO ranking, which today must cope with what is a shrewd semantic analysis that Google and all other search engines apply to searches.
It is also possible to allow one’s own content to be published on other sites but, again for SEO purposes, no copy and paste should be done, that is, no duplication should be created.
But why all this? Always because in this way you are propagating your content and at the same time building customer loyalty.
To summarize: nowadays, content is the pivotal element for the analysis that search engines perform regarding the organic ranking of sites, also leveraging keywords.
Images and videos also contribute to SEO optimization, but what matters most is always the content.
Storytelling
And we can also talk about storytelling, a technique that has been used a lot lately in marketing, which tells the story of the company and the product or service it offers.
How a product was born and why, what idea it was developed from, what are its goals, its potentials, etc.
Needless to say, depending on the type of business you want to promote you will choose the type of content, whether to push on publishing in thematic blogs, in social media or whether to focus on organic positioning on Google.
Conclusion: if you want to circumvent the heavy costs of advertising, whether online or otherwise, you should focus on content marketing and SEO optimization activities.
If these activities are done correctly and professionally, results will not be long in coming.
What are your thoughts? What are your experiences with content marketing? Comment below.
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