Power of Content Marketing

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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.

Collaborate

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.

Goal

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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Do you measure Content Marketing?

There is no point spending precious dollars in developing marketing content if you are not going to measure the result.measuring marketing

Google Analytics (GA) is one of the best analytical tools available out there for this purpose. Be aware though, GA is a very comprehensive analytics tool, therefore it can be difficult to determine exactly which information will be most informative. Once you set it up with your domain, refer below suggestions to start basic measurement of your content marketing strategy:

Measure both traffic and time spent on page

Traffic alone is not enough to indicate success with content marketing. Example, your home page is usually one of the most visited pages on your site even though it may not have lo of content there. When you us SEO and promotion strategies correctly, chances are your home page will receive hits.

Note: Study and compare traffic volume of pages with similar content. Because not all pages are created equal, you may notice useful insights.

For instance, below traffic spike could be due to one of our blog posts that got shared on a popular Facebook page. A business with a socially active online community prompted many “likes,” comments, and shares. All of this contributed to high volume of traffic and amount of time spent on that post.

Posts that get shared over and over again due to social media or active audiences continue to garner visits a day, even though they were published months ago.

Measuring referral traffic

Referral traffic is those visits to your website that came from an outside source. So if a visitor clicks a link on a social media site like Facebook that leads to your website, that visit is called a referral.

Under Google Analytics, you can measure referrals through the referral traffic report (under “acquisition”). You can also do so by choosing “referral path” or “full referrer” from the list of secondary dimensions.

If your content is of value and backed by a content promotion and distribution strategy – such as sharing your content on social media sites, promoting it through email marketing and submitting the links to bookmarking sites – the audience will share, email, and bookmark your content on their own. As sharing increases, so should your referral traffic.

Note: Once you obtain insights on which sites are referring the most traffic, and the timing of the traffic being referred, you can further optimize / adjust your promotion and distribution strategy.

Don’t you think content marketing (and its measurement) is an ongoing process?

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Is Content Still King?

Nearly every agency website screams “Content is king.”

You go through all stages of content creation. Involve your design, development and editorial teams. No detail is left to chance. As part of your rigorous process of ideas – you even asked your friends to rate the new content, “Is this boring, valuable, inspiring, funny, shareable, etc.”

Yes it just doesn’t break through the walls of attention. What do you think to yourself?

That we can’t be sure that the best content always wins or even finds its way close to the top. Success or failure of content can be completely random. Some of the best work withers and dies without notice, while other projects that were done with limited thought process/budget gets surprisingly good results. While audience response cannot be predicted, one rule holds true: relevancy rules.

Great content is, well, great. But you don’t need to have millions of fans or followers. Niche, specialty content is harder to produce, but can result in higher value than what the masses love. You need the right kind of audience (not just right amount). In the end, I think we need to define how we measure success. Sometimes engagement is an objective.

So, is content still the kind? We think relevant content still is, will always be.

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Content curation?

Your content got disease, needs cure? content curation

Lets simplify –

Content curation = process of collecting, organizing and displaying information about to a particular topic or area of interest.

People who do this are known as content curators. (That was easy!)

Content curation isn’t a new phenomenon. Museums, galleries have always had curators to select items for collection and display. Also DJs of radio stations tasked with selecting songs to be played are music curaters.

In the world of content marketing, search marketing, inbound strategies, interest in content curation services is at all time high.

We will talk more about it in future posts.

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