Even if your name isn’t Jack, if you don’t know Jack about content marketing, it’s no big sweat! There’s only one rule; it MUST BE QUALITY! Quality content or no content, and that isn’t a question. Just recently, Google announced that quality content will receive attention, and junk content will be considered spam. High quality sites offering quality content will begin to receive favor, while the rest will be banished to the back pages permanently. I don’t want to scare you with a mathematical term, but they are embracing a new “algorithm” to make this screening and placement process a reality. What does that mean, you say? Well, any dimwit (no offense) can figure out that there is a sheriff in town, and someone is attempting to clean up the town with a new law. While content marketing quality is not a formal “law” per se, it may as well be.
If you have been under a rock these past few years, I can understand if you don’t know of which I speak, but content marketing is the new model for marketing to individuals (B2C) and companies (B2B). The old model is broken, and the world has moved to inbound marketing (offering content so as to connect with those interested in the product or service), rather than traditional push advertising and marketing. Although ads will continue, there is a great deal of change occurring on that front as well. But I digress; let’s talk content marketing.
What exactly is content marketing? Well, it’s a little like drug dealing, only without the illegal, illicit and immoral aspects. Let’s say you are interested in learning about pot, but you don’t know anything about it. You ask around, and people tell you about this great dealer that offers free samples (do not try this at home). You seek out this person, receive a sample, and before you know it, you have a first name relationship with him. You like him, he likes you, and so you do business. Any dim wit can see how this works, only don’t do drugs-Just Say No!!
Content marketing is all about creating quality content such as articles of interest about your industry, or information that is general in purpose without selling. Anyone can sell, but not everyone can offer content that is valuable to the consumer. Your company may be capable of taking existing information and repurposing it for use as a white paper, blog, or case study. What’s the difference? Easy. The term white paper originally came from the government of Britain, Churchill to be exact. He wrote a paper on issues in Israel, and termed it a white paper. Technology companies embraced the term for their product or process documentation, but now it is used for any in depth paper regarding a particular product, service, or process. Blogs, in case you didn’t know is a shortened term for the words, business log. A case study is a report on a specific set of circumstances at a specific company, and how the product or service impacted it.
Here are some tips to create quality content:
o Figure out what you want to accomplish (goals, frequency, time allotment, budget)
o Find out who in the company is capable of producing content, or find a third party ghost writer, service provider to generate the content.
o Work with a professional (if you don’t have one in house) search optimization expert to help the content get found on the internet
o Identify which formats you will use to produce the content (blog, articles, eBooks, case studies, white papers)
o Open up Facebook, Twitter and other social media accounts and begin posting
o Tie in your web site and social media sites into a cohesive, coordinated content effort for generating leads of interested parties
o Use tracking software (the SEO person can assist in that effort) to track results
With a modest investment your company can flourish on the internet through the use of quality content. Not sure how to produce quality content? Check out the improve the web site at: http://improvetheweb.com/quality-content You’ll be glad you did!
Good & Happy Marketing!