Content marketing — what is it, and why is it important for your business?

Well, first off, content can be a lot of different things: blogs, infographics, whitepapers, ebooks. As a consumer who might purchase items or services online, you’ve certainly read any of the content published in the online world. It may have been through an email blast, a Facebook post, or by just visiting a company’s blog. According to Automattic, 409 million people view more than 19.7 billion blog pages every month, so you get an idea of how prevalent content marketing is in our world.

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With that said, content marketing is a powerful way to reach an audience. Sharing information and resources is one of the most credible ways a company can grow their brand online and provide value for their business.

Blogging as Part of Your Content Marketing Strategy

We’ll use blogging as an example. By regular publishing posts, a company can drive significant traffic to their website and regular visitors to its website. In fact, blogging is probably the number one method of SEO (search engine optimization) used by companies.

But the key to effective content marketing is to understand just what your customer is looking for. What is their intent when they are searching for something online? That’s the answer your business needs to know.

Also remember that content that isn’t interesting, helpful, or engaging will not convert potential customers or position well in search engines. And after all, don’t you want your company to be found on search engines when someone is looking for your product or service? Of course you do! After all, with organic search driving about 51 percent of all website traffic, having content optimized is a very important factor in driving your customers to you.

What Does Google Look For?

Google looks at factors such as click-through rate and time on site as influencing your organic search rankings. But by understanding what your customer wants, you can address their needs, and they will ultimately be interested in what you write in your content. Do your research and create content on topics and trends that will resonate with your audience.

Here are a few tips to help you begin creating a strong content marketing program for your company:

  1. Create content, whether that’s a blog or an infographic, that centers around topics and trends relevant to your audience. Do your homework and research to find this out.
  2. Understand the power of a headline. This is the content that your audience will be initially reading first, and will either compel them to click through or not.
  3. What happens after the click? Does your content resonate and match what the headline offered? Your content needs to answer a question or provide some answers for the reader. Make sure your content is helpful and creates a good user experience.

By combining your blogging efforts with a strong social media marketing strategy, you can be on your way to a powerful content marketing program! Learn more how EDK can assist with your content marketing strategy. Contact us today for more information.