You have maybe seen this plastered all over everyone else's blog site, and if you have, good on them. They are getting real with you. Content is where it is at for 2014, and this is happening for a couple of reasons. We have broken down why it matters and what you can do:
Why is Content King?
Google is the number one search engine in the world, so we take our nods on organic search from their algorithm updates. In the past year Google has introduced not one but two game changers with their Panda and Penguin updates, and the world of search was never the same. Creating links through article directories was given the thumbs down and quality content on your website was given the thumbs up. This means that your site needs to have quality content that will keep users on your page. The length of time that a user hangs out is directly related to the value of your site. So... make it easy for them to get engaged with what you're up to.
Guest Blogging... Maybe?
A lot of SEO specialists are turning to guest blogging as a method of replacing article directories, and that isn't a bad idea except for one big thing. The quantity of content is important, but not as important as the quality. So, you want a lot of content and think that a guest blogging set-up is going to be what makes the magic happen. It could, but that has to be quality content that is relevant to your audience. So you are likely spending an equivalent amount of time on content curating and correspondence as you would on simply writing your own blog. Aside from this, if you are hiring a content marketer, they should be a great writer. So if you have someone that wants to invite other writers in, ask questions.
Content Marketing is Constant
There is a lot more to content marketing than simply writing on your website. In fact, it extends beyond the website and into other elements of your marketing as well. The goal with content marketing is to hit all of the right people. We pair that with Inbound Marketing and the methodology and ensure that our clients are found when they are being looked for. We want to hit a consumer while they are making their buying decision. Simply put, this works. So where else is your content marketing going to make a difference?
- e-Newsletters
- Webinars
- White papers
- Premium content (ebooks)
- Research reports
- Case studies
- Micro-sites
- Infographics
- Mobile content
- Social media
- Mobile apps
- Podcasts
Is this a DIY project?
Our best advice is no. Most companies fail in this area because they assume that they are the experts so they know how to talk to their consumers. The truth here is that you are the expert but you have no idea how to communicate with your consumer. We are generalizing, but more often than not this is our experience. We see companies with blogs that have nearly nothing to do with their business or we see companies that are way to specific and not considering the needs of the reader. You are too entrenched in your business to look at it objectively and consider the pain points of your consumer. You need help, and that is okay. Everyone else needs help too.
Is this the Soup du Jour?
Content marketing is not a new buzz word that is taking the marketing industry by storm. In fact, it has been around for a long time. Great marketers have been utilizing content for years. Your website should be a source of information and it should be the hub that directs your other online marketing activity. 2014 has a bright future for a lot of businesses that are acknowledging and committing to the importance of content for their business. The simple truth is that content works when it is done well. Get your website graded for content when you click the link below. The landing page asks for your three top competitors, so we will rank their site as well so that you know where you stand in your marketplace.
