In the ever-changing world of online marketing, the strategies employed by webmasters and SEO companies must be right on the cutting edge if maximum results are to be realized. That’s where effective content marketing comes into play. Content marketing is an overall strategy of managing your site’s content through numerous channels simultaneously.
Good content marketing involves knowing your channels and what makes each one work. In so doing you can optimize website content for each channel appropriately. When content is managed this way, you increase your site’s reach and economic viability.
Understanding Your Audience
Content marketing begins by knowing your audience. You need to know what interests them as it relates to your company’s products or services. For example, if your company offers software for stock and Forex trading, it is important to know the personalities and quirks of those most likely to use your product.
A Forex trader is likely to be highly driven, somewhat impatient, and used to digesting information in small but powerful chunks. These types of individuals do well with things like Twitter, targeted emails, and links placed appropriately on relevant websites your customers might use for business.
Updating Your Message
Part and parcel with understanding your audience is also paying attention to your message and modifying it as trends shift. Using our previous example, your message last year may have been one focused on the speed and efficiency of your Forex software.
Today the trend among traders might be to take advantage of emerging currencies. That trend suggests you modify your message to point out how your software keeps up with emerging currencies through a combination of its own analytics and external resources.
The idea is to make the message of your content meet the current needs of your customers. A message that never changes is one that grows stale over time. And as any business owners knows, stale is not good.
Triggering New Interest with Press Releases
The availability of multiple channels allows for some great possibilities to trigger new interest in your site and your products. One good example is the press release channel. When used properly press releases are a great way to draw attention to your site.
The thing to remember about press releases is that they are intended to be a tool allowing a company a vehicle for important news and announcements. Press releases should never be used as sales pitches or thinly disguised promo pieces. Using press releases recklessly is a good way to tell readers your company is not worth looking into.
If you can generate your own press releases, there are a number of services that enable you to get them out on the web quickly and effectively. If you need help, look for a service with a solid reputation for press release writing.
Tying it all Together
With these few basics in mind, you need to tie all of your channels together if you want them to be as effective as possible. In fact, you could say this is the lynch pin of content marketing. Think of it like a jigsaw puzzle. Each piece of the puzzle contains important information that is necessary to complete the picture. Only by interlocking all of those pieces in the right place will the picture be made complete.
Tying your channels together is accomplished through a variety of means including back links, inbound links, social media integration, targeted email and ad campaigns, and so on. Because of the complexity of today’s online world, it is helpful to use a company specializing in content marketing rather than just SEO.