Content marketing is a popular topic amongst marketers. But what does it really mean and how can businesses make the most of the opportunities it provides?
We work with a wide range of clients in different sectors and with different goals, implementing content marketing campaigns which are not only creative, they achieve real results for the businesses. I explained our process, with examples and tips for making more of content marketing, at Nottingham digital event Second Wednesday. You can view the slides above.
What is Content Marketing?
Before we start looking at the how, we need to first understand the what. Content marketing has evolved dramatically in recent years, with Google updates in particular driving a move toward more creative concepts and better experiences for the end user.
The slides above include a content matrix graphic from Dave Chaffey at Smart Insights, which outlines the wide range of content types available to marketers today. Essentially, the scope of content marketing is huge; from infographics to blog posts to interactive graphics to audio to mobile apps, any great piece of content can form the foundations of a successful content marketing campaign.
Examples of Great Content Marketing
I referred to a number of great content marketing examples in the slides above. These are:
- Movement of Data – Akita
- History of Interior Design – Harvey
- A Consumer’s Guide – Harvey
- Small Business Guides – Xero
- Sit or Squat – Charmin
- Economic Impact – Airbnb
Why Invest in Content Marketing?
As with all digital marketing, an investment is content is not well spent unless there is good reason to do so. In my presentation, I covered a number of key benefits businesses can derive from an investment in quality content marketing:
Search Benefits
As Google’s algorithms continue to develop in line with their ongoing mission to better organise the world’s information, so too does their attention to quality content. Google recognises that today’s web user is looking for valuable, useful, informative or entertaining content when they search online and those brands which deliver that content will win out in the search results.
Consider also Google’s recent developments in image understanding, whereby it can now recognise and therefore index images as we see them. The same is sure to be true of video in coming months so investing in rich media such as graphics, images and videos will reap rewards for brands in 2015.
Brand Awareness
In a marketplace where everyone is vying for the attention of the audience, it can be difficult to stand out. A benefit of great content marketing is its ability to represent your brand and its messages in a way that hasn’t been done before, exploring relevant topics or raising questions or challenges that truly engage the audience.
Brands which invest in great content will be better placed to communicate their messages and position themselves as leaders in their field.
Metric Benefits
Of course, there are clear, tangible metric benefits to content marketing too. From traffic increases to web links and features to social mentions, there are measurable benefits to be had for those businesses that invest wisely too.
How to Get It Right in Your Business
In my presentation, I gave my tips for businesses investing in content marketing:
- Have a clear plan
- Beware of information overload
- Choose your medium
- Promote effectively
- Analyse, refine, innovate
Get Your Copy
If you’d like to get your own copy of the slides in a PDF format, get in touch with us on hello@impression.co.uk.
Book a Speaker for Your Event
We regularly speak at industry events on topics including content marketing, SEO, PPC, digital PR and online marketing strategy. To book me or my colleagues for your next event, email hello@impression.co.uk.
Thanks again to everyone who joined me at Second Wednesday and see you at the next meet-up!
