We’ve all heard that content is king, but how much do we really know about content marketing? Bill Gates spoke about it way back in 1996, but people are still clueless about how to kick-start their own content marketing strategy. What’s more, SEO and content marketing go together like yin and yang, and are interdependent on each other. Your marketing campaign cannot work if you don’t integrate these two, so it’s necessary to bring them together.
The infographic below explains content marketing in a nutshell:
Still unsure about how content marketing works? Here’s our take on why and how you should kick-start content marketing today:
Content that Connects
HubSpot is a great example of a brand that’s built around terrific content, which has positioned them as leaders in their field. Their Inbound Internet Marketing blog publishes over 5 blogs every business day, which are centered on educative topics that are helpful to customers. These can range from “15 of the Best Email Marketing Campaign Examples You’ve Ever Seen” to “6 Powerful, Non-Sleazy Phrases to Use in a Negotiation” and even “What Is Digital Marketing?” Their content also has a dose of humor, which is evident in this cartoon.
The ACRE Approach to Content Marketing
A – Audience Definition: Evaluate your audiences, both inside as well as outside your company, in order to come up with an effective content marketing strategy. You need to know your audience well in order to start effectively writing for them, and this involves engaging influencers such as industry experts, internal resources, business partners and customers.
C – Content Frameworks: Once you know what sort of content will work, you can start creating your own. There are a no. of proven content structures to get the results you need. These include:
- Ultimate Guides – These can range from 3000 – 20,000 words, and need adequate time to prepare. The effort is worth it, however, as it gives you an authoritative stance.
- Roundup Content – This is created by influencers. Choose a subject and ask for people’s opinions on it, or ask them for their favorite hint or tip. When you receive a string of replies, you can put them together for promotion!
- Guest Blogging – Getting your content featured in supreme-quality, curated blogs leads to engagement with an audience. Developing a relationship with influencers is the first step to getting their approval.
- Buyers’ Guides & How-to Guides – A well-researched buyer’s guide is useful for busy people who need to make a purchasing decision. A step-by-step guide, on the other hand, educates people and positions you as an expert.
R – Repurposing & Visuals: Once your content is in place, you need to work on the visuals, as visually-engaging content gets more shares. Repurposing content is also important, as it becomes applicable for various audiences, and extends the life of your content. Proven types of visual content include:
- Slides – This is ideal for showcasing your converted content slides, and is an effortless and easy way to reach a new audience.
- Infographics – A simple infographic that’s supported by statistics and figures can be a gripping piece of content.
- Videos – Creating video starts with pushing the record button on your phone.
E – Engage in Content Promotion: Once you’re done with the initial work, all you need to do is promote it. Once you know your influencers, you need to promote your content to them. Featuring them can get you more social shares and backlinks, which ultimately lead to higher rankings and more traffic.
Now that you know the 4 steps to content marketing, you can take a methodological approach to creating and promoting your content which will be helpful to your SEO campaign as well!