Common questions we get about this:
- Isn't this simply the online version of traditional marketing? Yep, it sure is. The Internet world loves coining new terms for a slightly updated version of old things.
- How does this content differ from the content that makes up my website as it is now? The general idea is that this particular content is geared towards building an audience and/or bringing people back to your website to convert to customers. For example, with many blog posts, you're using that content (often via the article title) to attempt to target long-tail keywords: people searching for longer phrases like "how do I get my website on Google" as compared to specific services like "SEO"
- Wait, but isn't this also social media marketing? It's true: there's definitely some overlap! With social media marketing, you're also creating content, however keep in mind that if you're creating content and posting it elsewhere first -- like blog posts on your website or videos on YouTube -- and then posting that link to social media, only the latter half of that is social media marketing. The first portion is content marketing and you're then using Social Media to bring your audience to the longer version of that content on your website. And because the true bulk of that content exists on your website, you have more control over your conversion rate optimization for that content (ex: newsletter sign up, or contact form call ot action). Take a read here to learn the various methods of using social media for marketing, which do indeed include publishing your content.
Unlike traditional print marketing and social media marketing online content marketing is not always about direct sales. It's about adding value to your potential customers. Building trust and authority in the eyes of your buyers so that it becomes second nature for them to take action. The primary goal of content marketing (that differs from other forms of marketing) is for your audience to get to the point where they say to themselves "I trust you because I've read a few of your excellent articles [or watched your videos, etc] so now it's a no-brainer to buy one of your products or services". When done properly, content marketing is an extremely effective way to reach and build new audiences, but not necessarily immediate buyers.
Since blogging is the most popular form of content production and marketing, lets start there.
Blogging or Article Marketing
There seems to be a lot of confusion surrounding blogging with regards to what it does and why a business would invest in the process. Blogging itself is not directly a business model; but, rather, a marketing tool and an incredible way for your business to build authority and credibility in its industry.
Blogging is also an excellent way to support your search engine optimization initiatives as it lets you target additional keywords on a regular basis by posting articles every day or week. Since the major search engines favour sites with fresh content, you get a double benefit from simply posting articles regularly; not bad!
Don't Have A Blog Yet?
Video Content Marketing
Video marketing is an excellent way to differentiate yourself from your competition online and create a more personal connection with your audience. There are a lot of benefits to setting up a video marketing strategy.
Why should my business be involved with video marketing?
- Reach new audiences.
- Build brand awareness.
- Become the authority in your industry.
- Builds trust in the eyes of your existing and potential customers.
- Fast, easy, and fun way to generate content for your website.
- Excellent SEO value: Google loves video marketing.
Video marketing within the context of content marketing takes the benefits of blogging, podcasting, and video and combines them all into one.
We know there are a lot of questions surrounding video marketing. How does this fit in with my overall web marketing strategy? How do I overcome the fear of stepping in front of the camera? Will it look professional? How much time investment is there?
Our fantastic partner organizations can answer all these questions and more. Video marketing is much easier and way less stressful than you think it might be. It's also the most effective online content marketing method because of the sheer quantity of people perusing video sites like YouTube every day.
Podcasting or Audio Content Marketing
Podcasting is mainly an audio-based digital media that consists of an episode series where listeners can subscribe to the streamed media on a variety of devices and platforms. Running a podcast is an excellent way to build an audience, brand awareness, and authority in your industry and for your website.
We can help you get started with podcasting with great software and hardware suggestions as well as the best ways to integrate your podcast with your website and other online services like iTunes! We can also help you plan a publishing strategy. Just click below and ask us your questions!
Email Content Marketing
Communicating and engaging with your audience through email can be a shockingly powerful thing. You get direct access - right to their inbox or phone - that lets you provide valuable information and share amazing stories. A lot of marketers will say that their email list is their most valuable asset, and I'm certainly not here to argue. In fact, many successful online marketers say that their one regret is that they didn't start building an email list sooner.
What Should I Send In My Emails?
This is probably the most common question of email marketing. There are a few things you can do to get started. Firstly, I like to do a weekly recap or a bi-weekly recap email. This will include little snippets of all the blog posts I wrote over the past week or two.
Another option you have is to set up an auto-responder series so that you are continuously communicating with your list. All popular email marketing clients have this ability (including MailChimp). What happens is that when someone joins your list they receive the group of emails you have pre-written over the series of days, weeks, months, or even longer. This is a little advanced for this guide, but feel free to email us if you have any questions about this.
How do I get started with email marketing?
We have an extensive guide dedicated to email marketing right here! It will guide you through selecting a mass mailing service, connecting it to your website, and more.
Not sure how to get started?
Simply get in touch with us! Tell us about what you intend to do - what you're passionate about - and we'll make some suggestions as to optimal content marketing format to get started with.