If there is one thing that you could do to power your business online, what would that be?
Add content! That’s right! There is no other method.
Think about it: 50 years back, or even 25 years back, brands were built through investment in real estate, huge billboard advertising and of-course word-of-mouth. That isn’t so true anymore. In 21st century, nearly everything has gone digital. Whether it is shopping, education, banking, advertising or networking – web is everywhere. Future brands are being built online.
Push vs Pull Marketing
Digital changes have put customers in more direct control of the dialog between a brand and customers themselves. In the days before the Internet, the main channels for communication were TV, print and radio. The sedentary customer received the commercial messages, whether they wanted them or not and no interaction was possible. That was PUSH.
The Web has changed this a potential customer now has the choice whether to deal with commercial messaging or not. They could simply go to a different Web page or choose not to consume the content at all. The brands now make themselves available and hope to engage the potential customer. That’s PULL.
Go where your prospects are
As the understanding of content marketing is growing, so are the number and types of channels available on the Web. You can publish content on your own site, develop relationships to publish content on third-party sites, or leverage social media platforms. There are plenty of options.
With so many social media and publishing options, so many different sites where brands can publish content specific to their products, it is even more important to choose a few to focus on. Those that offer the most value.
Different parts of your organization can be involved in content marketing. Different departments will have unique client perspectives and can make contributions specific to their area of work. It is integral to the expansion of your company’s reputation and visibility.
It will be important to ensure that your outreach efforts to promote your content don’t end up conflicting with outreach efforts or relationships that they routinely manage.
When content marketing campaign works, it nets you lots of good links. However, when you make links the main focus of your efforts, it can lead you astray. By also focusing on overall reputation and visibility, the quality of his will go up.
Content marketing campaign is a major driver of increases in rankings and organic search traffic. The goal is to design content to help bring new prospects into the top of a sales funnel.
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