April 17, 2012

An Introduction To Content Marketing Strategy


Innovative thinking often heralds the introduction of new techniques in a variety of disciplines. The field of marketing is no different. The present evolution of social media marketing is taking the form of content marketing. The strategy behind content is based off of creating videos, writings, websites, graphics, and applications that are aimed at getting the reader involved. A step off point is created that allows the business to regularly interact with a diverse group of potential customers to build rapport. The approach ultimately results in improved link-building activity and a more trustworthy connection with the potential customer.

A continued focus on content marketing helps to humanize a business to the public. Potential customers want to know they will be dealing with someone rather than a faceless corporation. Additionally, the content marketing campaign can be used to counteract any potentially harmful information. The business would have taken the steps to build a positive relationship with visitors so a piece of criticism or two is not going to have a major impact.

Content Marketing Strategy

Most good strategies on the internet involve strong, link-worthy content. The business needs to outline a schedule for their content release in addition to ways of getting it in front of their audience. Social media platforms such as Facebook, Twitter, Pinterest, and Google+ can serve this role well.
Do not neglect developing a content release schedule. It is very easy to lose the interest of customers and followers on the internet. A business providing articles, videos, blog posts, or whatever, is much better off providing it on a consistent basis. That way followers are sure when you are releasing the information. A failure to keep the public involved with the business’s content will not generate the results a focused approach does. Varying the content release types also appeals to a much wider group of people.

Provide A Range Of Content

There are several ways for the business to propagate their information. Use a mix of videos, text, and audio to provide a blanketing effect. That way the business provides something for every type of taste. Further monitoring, tracking, and testing can be used to find the more popular types of content. Always ensure the content is relevant and informative.

Optimize The Content

The content developed for a content marketing effort needs to be search engine optimized. It provides an excellent means to generate backlinks so it is imperative to ensure the content will be efficient. Include appropriate keywords and incorporate trends as much as is reasonably possible without stuffing the content.

Looking Ahead

The future of content marketing is constantly in development. Mobile technology and video are two incredibly popular ways to propagate information to consumers. The explosive growth of Pinterest shows that consumers are still loving images and info graphics as a method of communication. Technological advancement is a very important point to keep in mind. As technology adapts and advances the old forms do not necessarily completely disappear. Television advertising is still useful today though it is not as prolific as it once was.
A multi-faceted approach gives a business the opportunity to really expand their reach in places they may not have anticipated. New techniques can be wrapped into the older, overall strategy for putting the content in front of the people that want to see it.

Andrew is a content manager for a Long Island elevator company. While organizing and planning future content he also likes to write it himself.

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