“Content is king” media mogul Sumner Redstone famously said. And in internet marketing this is definitely true. Although the technology may change, the need for fresh informative or entertaining content is always in demand.
Creating quality content with a strategic focus is a special skill. See the content marketing examples below to learn how a variety of good content can be used to increase visibility and develop customers relationships and how Right Hand Planning can help small companies develop great content.
Content Marketing Examples
“Content” is the information that is shown by search engines when people are looking for information online. The more content you have the more likely you are to get found. A few examples of content include:
- Web Pages
- Blog Entries
- Press Releases
- Facebook Posts
- White Papers
- PowerPoint Presentations
Why Is Content Important In Internet Marketing?
Content is vitally important in internet marketing because it’s how you get found online. The more you put out there – strategically, well-targeted and linking to you, of course – the more opportunity there is to catch a prospect searching for your type of information online.
Important Ways To Use Content In Internet Marketing
Offering more and varied types of content increases the chances that Google or another search engine will decide your information is relevant to a customer’s search and show your material in the search results.
Situation – Today Google is serving more variety in their search results including video, local listings with maps, news stories, and PDFs if they’re relevant.
Opportunity – There are fewer web page only links, but there are more opportunities to be seen in less competitive media.
Situation – Spreading your expertise around the web and getting it hosted by strategic partners not only gives you exposure to their customers, but it also shows Google that you’re considered a popular authority on the subject.
Opportunity – These backlinks are the essence of SEO in terms of getting higher rankings, AND they’re important sources of targeted, direct traffic that isn’t dependent on Google.
Situation – Getting traffic to your site is a good start, starting a relationship with your visitors is even better.
Opportunity – Great content can be offered as a single download, be used for an ongoing email or video series or even sold as a product. If someone agrees to download or sign up to receive information your offer, that’s the start of a real (OK, online!) relationship.
Increase Recency and Frequency of Site Updates
Situation – Google now offers searchers the option to search sites by when they were updated. If you’re producing content on a regular basis then people looking for information updated within a period of days, hours, weeks or a custom range will find you. Clearly timeliness matters in some topics and Google now offers searches the options.
Opportunity – It doesn’t mean static sites are in any danger, some topics aren’t time sensitive. it also represents an opportunity to use provide fresh industry and company news to take advantage of people using these new search parameters.
Expanding Long Tail Keyword Opportunities
Definition – Long Tail searches refer to the unexpected searches that can account for more of a page’s traffic than the traffic that comes from target keywords.
It’s called the “long tail” because of how it appears on a graph. The popular keywords show as a spike on the left side of the graph and the number of low volume keywords trailing off to the right make up the long tail.
Although the volume of individual long tail searches are low, the overall quantity of these “onesy-twosy” searches add up over the long tail to a total quantity equaling as much or more than volume of popular keyword searched.
Situation – As internet marketers we’re trained to select high-volume search terms to attract the most visitors, but it’s been said that up to 50% of all search terms entered online have never been searched before. Often these searches contain three or more words and are therefore more specific to the topic.
Opportunity – By using many uniquely written pieces of information, even on the same topic, it becomes more likely to capture the longer, lesser known searches that make up the long tail in any business.
The Art of Persuasion – Write Informative or Authority Site Copy and Sales Copy
Situation – Whatever the format of the material you offer online it’s almost always intended to persuade to some extent. Depending where in the sales cycle/purchase funnel you’re trying to reach customers, the purpose might be to provide initial information (upper funnel), showcase your personality or establish your authority (mid-funnel), it might contain sales copy to close a deal (lower funnel).
Opportunity – Since it’s usually necessary to reach customers throughout all the buying stages: from information gathering to narrowing down suppliers (consideration set) to making the final purchase; supplying a good amount of content to reach them at all stages is a necessary practice.
Also, content marketing doesn’t only take place on the larger internet, it’s also important to add fresh copy to your own website blog or social media to attract searches and to demonstrate that your up on the latest industry news and trends.
Why Leave Content Development To A Marketing Professional?
Creating content can be fun but it can also be tedious and time consuming. Doing it right requires research (to avoid the “Spray and Pray” targeting technique) and it involves rewriting basically the same information into multiple articles, PDFs, videos, press releases and the other formats mentioned above.
If you like research and learning new technology, like how to make an MP3 from a video, or how to turn an article into a narrated PowerPoint presentation, than you’ll enjoy the process. But often we run out of time to actually get these things done which means the content never makes it online where it’s needed in order to do its job.
Research and Placement Advantages
A content marketing company will help you discover the right keywords for each piece of content and then devise a content creation and placement plan that makes sure you’re providing the information prospective customers need throughout their through their information gathering and purchase decision-making phases.
Getting Your Content Seen Online
Content marketing works best when it’s widely distributed to sites where your prospective customers will see it. If you are new to content marketing you might not have a ready list of distribution locations for your content or know about the analytics tools used to research and evaluate potential distribution sites.
A professional content marketing firm will get your content placed on relevant, high-value sites which bring direct traffic to your site while also increasing your visibility in the search results.