What is Content Marketing?

What is Content Marketing?

Content Marketing

Content Marketing

According to Content Marketing Institute,

[quote align=”center” color=”#999999″] “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”[/quote]

Part 1: What is Content Marketing?

Blog Writing

Blog Writing should be the first important component of your Content Marketing Strategy. An expertly written blog is an important way to grow the organic search reach of your brand. It improves search engine rankings, which makes it easier for people to find your brand in their searches, and it plays a significant role in your long-term marketing PR strategy. For example, if your marketing materials are designed to make you “appear” as an expert in your field then your blog is the perfect way for you to voice your expertise. According to Social Media Today research, 81% of the online population trusts the information they receive from bloggers.[2] Here are 3 quick ways to make blogging a part of your marketing strategy:

1. Quality Counts.

It’s simple – your consumer doesn’t want to read a blog that is uninformative or poorly written. If writing isn’t your strong point or you don’t have time then hire a marketing PR firm that offers blog writing services.

2. Know Your Market and Set an Editorial Calendar for Content.

Ask yourself: What information would be useful to my customer? A blog writing schedule should be planned out for the year in order to help capitalize on trending topics. For example, when PBPR wrote the blog for IQuit with AHEC (Tobacco Free Florida’s in-person option of “3 Free & Easy Ways to Quit”) this May, we wrote about smoking’s effect on skin cancer, since the trending search topic during the month of May is Skin Cancer Awareness. Our client’s blog has the potential to expand their organic reach when the topic is relevant.

3. Use Keyword Rich Blog Content.

You want your blog to come up when people are searching for topics that pertain to your field. Then your blog better contain keywords relevant to that topic. But be careful Google will penalize you for overstuffing your blog with keywords! Blogging also gives you a way to connect with others in your business community and makes customers feel like you are reaching out to them in a friendly, useful manner without just being sold to. Not only that, but you can start to build a network with other bloggers to promote your product or to be a guest writer on their site.

In Part 2 of our blog series, “What is Content Marketing?” we will discuss the second important element of Content Marketing: Sharing relevant content through social media marketing.  

 

1 http://contentmarketinginstitute.com/what-is-content-marketing/

2 http://socialmediatoday.com/irfan-ahmad/2443541/tips-developing-solid-blogger-outreach-strategy-infographic

The Power of a Friendly Brand

The Power of a Friendly Brand

In the past an authoritative voice had the power to drive sales. Those of us above 35 all remember  “4 out of 5 dentists recommend Trident for patients that chew gum.” The advent and popularization of social media sites like Facebook, Twitter, YouTube, and Instagram have changed the way companies communicate their brand message. Now, the most successful brands are the ones who get “friendly” with their audience. Consumers want to see photos of the faces behind the brands, they want stories that inspire, and they want brands that give back. If you aren’t communicating in this way, you are probably losing out on a large part of your market share.  Here are 5 tips on how to get friendlier with your customers and future customers:

1.  Have a plan

You need to devise a comprehensive marketing and public relations strategy. Plan out your goals, how you want the company voice to feel and sound, and who are the faces of the brand.

2.  Use social media

There are so many social media avenues available to reach customers in a seemingly one-on-one manner. Decide on which ones best suit your company needs and then go for them full-force. Don’t spread yourself too thin and then not monitor or interact on those avenues or you will lose the value of your efforts.

3.  Encourage earned media

Studies show that people value “earned media” as much as paid media and see this as real. Have people like your message, share, post, rate, etc.

4.  Form mutually beneficial partnerships

Align yourself with strategic business alliances. These alliances can help you get your product in front of new audiences and will help you look like you are a community friendly company.

5.  Keep interacting

This is an on-going relationship with your audience. While you might revise the marketing plan to keep it fresh, consistency is the key. We suggest having an in-house staff member dedicated to interactions and public relations or hire it out (often the more cost-effective option). But make sure, you have eyes and ears out there daily.

Make your brand’s PR and marketing goal for the year very clear: Get real and get friendly. If you consciously make your company’s brand approachable, the viral impact will be well worth the effort it takes.

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