The entire industry is fueled by great content. The greater the value perceived the greater the exposure, and ultimately the greater the profits. Want to get ahead in this game? It’s simple. Provide valuable content as frequently as possible. In fact the entire internet is evolving in favour of quality content, the most recent changes coming in the form of the latest HummingBird update by Google. Through this update emphasis is placed not only on fresh content, but specifically on good quality writing. The entire industry is evolving at an unstoppable pace, which means the demand for content is growing relentlessly.
Of course one of the best mediums for content delivery is your company blog. What sets a blog apart from a website is the supply of great content without marketing speak, which is exactly what people are looking for. Of course with every piece of published content you can expose readers to your services through call-to-actions, which in turn lead to optimized landing pages. Through these landing pages you exchange content for lead details, which is used to build and nurture relationships. Through these relationships you build trust, provide value and create new clients.
Digital vs. Traditional
Consumers are now empowered, engaging businesses through social media. Due to this surge in social media participation, consumers are becoming more and more connected. The internet provides consumers with an infinite supply of information, meaning that the modern consumer probably knows more about your products than you do. Oh, and they’re sharing it with the rest of the online world!
To put things in perspective
People generally hate advertising, why? Well, because most advertising is irrelevant and deeply intrusive. We especially hate billboards.
While this is what the billboard marketer wants consumers to see…
This is what they actually see:
The scarcest resource in the knowledge economy we live in is attention, and the best way to get it is through relevance. Your typical ad is only relevant to a certain group of people, which means it’s completely irrelevant to everyone else.
Inbound vs. Outbound
It has been said time and time again that great advertising is the right message to the right person at the right time. With outbound marketing that is very difficult to achieve, yet with inbound marketing that is exactly your result every time.
The Content Marketing conversation is a continuous one that is constantly changing and evolving as the industry matures. With that said, it’s not too late to join. So gather your troops and get chatting!
Next article in the series: Keyword Research Tactics
Have any digital marketing success/failure stories? Share them with me!
Julian Karstel is a Digital Marketing Consultant for Sound Idea Digital | @JulianKarstel | Julian@soundidea.co.za |
Sound Idea Digital is a full service digital agency | www.soundidea.co.za
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