If you could hop into a time machine and travel back to the 1970s, you would be challenged to find any marketing expert claiming articles are an investment in your business. But today, content is exactly that. When consumers are tied to electronic devices for everything from work, emails, streaming movies and television shows, and flipping through screens of social media, it’s the words about your company that lead to visibility and sales.
What is content marketing?
According to the Content Marketing Institute, it is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience–and ultimately, to drive profitable customer action.” Content in marketing includes all the messages and communications relayed through words, videos, and other visual means. For the sake of brevity, this article focuses on words.
Why are words essential to content marketing?
There are two primary reasons why written communication about your company is essential: it fills a need people have, and it is a language computers understand.
- Consumers are seeking written content. 63.2% of the world’s population uses the Internet, and the number one site visited is Google. Those visitors conduct 3.5 billion searches on Google every day. These statistics indicate people are hungry for information. When people have questions, most of them aren’t running to the library or grabbing encyclopedias or phone books; instead, they are reaching for smartphones or using PCs to get the information they need.
- Computers read code, and words are code. Remember when computers required punch cards to perform transactions? Today’s computers are smart enough to decipher the words entered into search fields, analyze the words within a website, and make intelligent recommendations to users. 92.26% of searches are conducted on Google, and for a good reason–Google uses innovative technology (a.k.a. “algorithms”) to make the best recommendations for its users. Because of that, effective marketers focus on understanding what the algorithm is looking for and designing content around it (a.k.a. “Search engine optimization” or “SEO”).
Where is content marketing used?
Content connects with consumers in a myriad of ways. Here are just a few:
- Social media posts (Facebook, Twitter, TikTok, Instagram, and Pinterest)
- Email campaigns and newsletters
- Push notifications
Of course, there are many more ways content you’ve purchased can be used in non-electronic ways, such as informational handouts, company brochures, magazine advertisements, etc.
How can you optimize your content marketing?
Optimizing your content marketing turns an expense into an investment. A good marketing agency will work with you to define your needs, understand your consumers, and develop a strategy to create content for publishing across all of these mediums.
For example, blog articles are one of Google’s key methods for understanding your website and recommending it to consumers with relevant interests. The usefulness of those articles doesn’t stop at the blog section of your website, though. Your marketing agency should be using parts of that same content for:
- Creating key information sections on the homepage,
- Posting to your organization’s Facebook account,
- Linking to a Twitter post about a relevant and timely issue,
- Including in emailed newsletters,
Want to learn more about effective content that brings customers to your business?
Make the most out of your marketing budget by working with professionals who have the expertise to promote your business. Our Paradux Media Group team can provide you with rich, relevant content for all your communication channels. Contact us today to set up a free consultation.