It’s easy to assume two things about content marketing: one, that everyone knows exactly what it is; and two, that it’s a new phenomenon. Firstly, for those of you aren’t sure what content marketing is, let’s start by defining it. Content marketing is any activity that uses the creation and sharing of information in order to help retain current customers, regain past ones, and add new prospects.
Secondly, it isn’t new. The first use of the actual term itself appears to be in the mid-1990s – although this is ancient history in terms of today’s fast-moving media! Go back a century, and companies were adding recipes to boxes of bakery products, offering helpful advice in specialist magazines for their customers, and more.
What has certainly changed is the world in which content marketing is now used. As well as traditional print sources, which should never be neglected, it is increasingly an online activity. Blogs, social media postings, company web pages, and articles for other websites should all be part of a content package – just like the ones devised by our experienced team here at Edge Online Marketing.
Some businesses still find difficulty with their content marketing because they neglect to address both sides of the activity. One is to deliver powerful SEO friendly content, on a regular basis, building up and then maintaining a powerful presence when searches are made. Equally important is ensuring that the content itself is reader-friendly, informative and of value, and moves the reader towards the place you wish them to be. This can be to link from a social media posting, to respond to a blog, or work through a purchase process when visiting your website.
Often, companies believe that SEO is all-important, yet also feel it can be discarded or downgraded as soon as it proves itself. This is like a retailer blacking out their shop window as soon as the public have all had a chance to see it! But, equally, that visible shop window needs to be attractively presented to encourage passers-by to engage with it. That’s what powerful content marketing achieves.
Here at Edge Online Marketing, we will work with you to blend the two elements of content marketing into a seamless, ongoing and affordable package. Do give us a call on (07) 4194 5955 right now to find out how this can work for you.