Content marketing is a form of marketing that is content driven. When I say ‘content’ I mean blog articles, social media posts, YouTube videos, guest articles and more.
A good content marketing strategy should look at your different target audiences, identify what their pain points are, and create content around those topics. The content is then disseminated via social media channels, your blog, whitepapers, digital PR, email marketing, and basically any other digital channel that you have access to.
Why is Content Marketing Important?
Content marketing is becoming more and more important because as consumers are becoming more digitally savvy, their purchasing behaviour is changing dramatically.
Think about the last biggish item you purchased – I’m talking something like a television, a new pair of running shoes, wearable tech, or even just a kitchen appliance.
Now think about how much research you did before making a purchasing decision:
- Did you visit a few different websites and read consumer reviews to narrow the many options down to a few?
- Did you then jump on the company website or a social media page and suss them out?
- And once you were ready to buy, did you shop around a few different online stores to find where you could get the best price?
Before digital, consumers only put this level of effort in when they were buying something REALLY big, like a new car. But because information is so readily available now, these types of research behaviours are becoming more and more common with smaller and smaller items.
Why is this relevant to content marketing?
Because content marketing is basically about trying to answer the consumer’s questions about your product before they have even asked the question. More than just pushing your product’s selling points like price or quality, it is addressing the customer’s concerns in other – often unrelated – areas as well, like social or environmental sustainability, manufacturing processes, adaptability etc.
So in other words – users are looking for more detailed information when making purchasing decisions, and content marketing is about providing that detailed information where they need it, when they need it. Oh, and it also helps your SEO!
How Does a Strong Content Marketing Campaign Help Your SEO Performance?
Content marketing and SEO are two intertwined aspects of digital marketing, each relying on the other to achieve online success. When executed strategically, a robust content marketing campaign can significantly enhance SEO, driving more organic traffic and increasing visibility in search engine results.
Let’s explore the relationship between these two components and how they influence key ranking factors.
- Quality Content: Quality content is at the core of both content marketing and SEO. An SEO service in Brisbane may focus on creating informative, relevant, and engaging content that meets the audience’s needs. This not only builds trust and authority but also signals to search engines that your content is valuable, influencing rankings.
- Keyword Integration: Brisbane SEO experts understand the importance of incorporating the right keywords into your content. SEO copywriting involves strategically placing keywords in titles, meta descriptions, and throughout the content to help search engines understand what your page is about. Proper keyword integration aligns with both content marketing and SEO goals.
- User Experience: Search engines reward sites that provide an excellent user experience. Content marketing contributes to this by offering valuable information in an accessible format. Whether working with an SEO company in Brisbane or managing in-house, a focus on navigation, mobile-friendliness, and page load speed is essential to ensure a positive user experience.
- Backlinking Strategy: High-quality content attracts backlinks from reputable sites, which is a vital ranking factor for SEO. By creating shareable content through content marketing efforts, businesses can earn natural backlinks, further boosting SEO performance.
- Social Signals: While the direct relationship between social media and SEO rankings is still debated, there’s no denying that content marketing’s social engagement can have an indirect effect on SEO. Sharing valuable content on social platforms can increase visibility and traffic, potentially influencing rankings.
- Long-Tail Keywords and Topic Clusters: Content marketing allows businesses to target specific long-tail keywords and create comprehensive topic clusters. This approach not only caters to specific audience needs but also helps search engines understand the depth of content on a particular subject, positively affecting rankings.
- Local SEO Optimisation: For businesses seeking to target local audiences, a combination of content marketing strategies with local SEO optimisation can be highly effective. Using local keywords and creating content that resonates with the local community can enhance visibility in local search results.
- Enhancing Brand Authority: Consistent and quality content marketing strengthens brand authority. Trust is a crucial ranking factor, and building a reputation as an industry expert through content can contribute significantly to SEO success.
In conclusion, the synergy between content marketing and SEO is undeniable.
From SEO copywriting to creating shareable content, these two aspects work hand in hand to improve online visibility. Collaborating with skilled professionals, whether in-house or through an SEO service in Brisbane, ensures that your content marketing strategy aligns seamlessly with SEO efforts, paving the way for online success.
What Does Content Marketing Involve?
A good content marketing strategy will have multiple goals and multiple channels through which you are trying to achieve those goals.
For example, you might be trying to increase brand and product awareness by using content marketing strategies like guest blogging and influencer marketing.
You may also want people to see the many different ways that your product can be used or problems that it can solve and you’re doing that with a User Generated Content (UGC) strategy as well as creating case studies and video testimonials.
Or maybe you want to be seen as an industry leader, so you’re publishing regular editorial-style blog articles about current topics as well as white papers and other information-filled resources.
Perhaps you are creating a series of video tutorials to show your customers how to correctly use your product, or using Facebook to tell your existing customers about new products and deals while using Instagram to let people know about your community programs and environmental sustainability initiatives.
Most likely, it is a combination of all of the above. Content Marketing basically is a catch-all term for building your online presence in a ‘soft sell’ manner.
How is Content Marketing Different from Digital Marketing?
I wouldn’t say that content marketing is different from digital marketing, but rather that it is a part of digital marketing, and therefore should form part of your digital strategy. A good digital strategy will encompass a bunch of different things including advertising, user experience, how customers engage with you online, and much more.
Do You Do Content Marketing?
We certainly do! Content marketing and marketing communications is what we specialise in at BeKonstructive Marketing.
Our service involves everything from identifying your target audience groups and the messages that they need to receive, through to creating different content streams (blogs, video, imagery, social posts).
We use a number of different digital marketing platforms/services like blogging, SEO, email marketing and social media management to create one singular, wholistic and seamless online identity for your brand and products.
Can I Have Me Some of That Content Marketing Goodness?
You certainly can! Get in touch with BeKonstructive Marketing on 0413 844 190 to organise a free initial consultation to discuss how we can help you meet your digital goals.