When Content Marketing Works
Content marketing is most useful when you use it to publish content that is informative and relevant to your target audience. The content should also be promoted cleverly, for example, it can be promoted through online marketing mediums like social network sites, SEO (Search Engine Optimization) and other methods. And once you have reached your target audience, your content should be persuasive enough to influence their purchasing decisions.
In other words, your content:
-
Must be informative and position your brand in a positive light
-
Should be promoted and delivered where your consumer is looking
-
Has to persuade potential consumers to consider your products
Our websites are specifically designed as magazine-style destination web sites which:
Consumers are tired of irrelevant content, interruptions and "being sold." They want to be in control of the flow of information. Typically a company web sites are cluttered with too much emphasis on the corporation and not the product. Including a content rich web site in your marketing plan helps keep your brand equity in focus by providing relevant information which is engagingly written.
Promote Through SEO, Marketing & Social Networks
When someone searches the web through either Google, MSN, or Yahoo, they are
somewhere in the buying cycle, whether simply researching, comparing products
or trying to satisfy an immediate or future need. This makes search engine results a
great source for targeted leads. Research shows that leads referred from a contentbased
site convert at a higher rate than those referred by a banner-ad.
Search engine traffic is unique in the following ways:
- Search engine traffic is a non-intrusive method of Internet marketing. The
majority of offline advertising intrudes on the audience, interrupting their
activities. Search is unique in tapping a searcher at the exact moment they
are seeking information. Searchers are on a mission. We call it “just-in-time
marketing.”
- Search engine traffic originates from a voluntary, audience-driven search. This
means the visitors from a search results page have not only selected your listing,
but chose the search query that resulted in your listing being shown.
- Search engine traffic results from a fixed inventory of searches. To truly qualify
as search engine traffic (or pure search traffic), the search must be one that
the searcher initiated as a search (Google), either by clicking a search link in a
directory style portal (Yahoo) or by filling out a search query box.
- Organic search engine marketing (achieved from SEO) combines the best
practices of technology, usability, copy/linguistics and online PR. This is because
many search engines base their relevancy algorithms on a combination of the
text they see on a page or site, combined with external elements such as links and
user behaviors/preferences.
Search marketing has already proven itself a valuable part of an overall integrated
campaign, for both branders and direct marketers. Today, marketers can easily
benefit from a dialogue with a searcher; whether that searcher is ready to purchase, is
in need of information, or, is facing a crisis.
Performance
Our magazine-style destination web sites are designed to drive prospects to request
information about your products. By delivering content that is vital and relevant to
your target market you will begin to take on an important role in their lives.
- Consumers do not want to be bombarded or interrupted with information that
they did not request. They want to control the flow of inbound information and
consume it as they see fit.
- Engagement is one of the most important yardsticks that determine sales and
profitability. The secret to engagement is to tailor information as precisely as
possible for your targeted customers. Simply customize or perish.
- Brand ambassadors (i.e. raving fans) of products will have an enormously
positive effect on sales and the bottom line. Giving brand ambassadors a voice
helps spread good (and bad) news faster than ever before.
- The power and reach of mass media defined marketing in the 20th century was
all about tonnage. If you spent enough money and reached enough people, you
would build market share. Today, consumers don’t congregate to watch a single
television show. Instead, they aggregate content from sources that interest them.
- The brand experience goes from the web to the real world and back. Today,
marketers must maintain a continuity of communication between their face-toface
interaction with customers and what those same customers find online.
- Too many corporate websites are all over the place, thus driving away visitors
and prospective customers. A content driven site, however, can help you define
your brand.
We simply deliver better results, are able to break through when consumers are making brand and buying decisions- these are the reasons you should not ignore this solution.
Call Dan Sturdivant at 214.224.1254 to arrange a discussion about your business. |
