Content marketing is pull, not push
Content marketing is an inbound technique that focuses on the customer’s needs: the aim is to empower customers to make their own decisions with content that educates, inspires and entertains, rather than taking a pushy, interruptive, sales-orientated approach.
Successful content creation requires a thorough understanding of your target audience, so that you can create and deliver unique, highly-relevant content that meets their needs, and engages them at just the right time and in just the right way.
Why content marketing?
A content marketing campaign is not one size fits all, but is unique in style and content to suit your audiences, industry and objectives. A well-planned content strategy can have multiple benefits for brand awareness, positioning, SEO and ROI. A strong campaign can provide an insight into your target audience’s views and opinions, making your next campaign idea easier to implement.
Content marketing is not just for established companies, it is also useful for identifying and building target audiences. Using a hybrid strategy of SEO, brand awareness and social outreach can provide an insight into audience’s wants, needs and current interests.
Many campaigns may aim for quick wins, but it is also important to concentrate on long-term goals and one way to accomplish this is through SEO. Great quality, well-targeted content that offers value to the customer is rewarded on search engine results pages; the smarter you are with your content and campaigns, the better the results in terms of:
- Acquiring relevant, authoritative backlinks to your website through outreach and social sharing
- Engagement from relevant influencers and your target audience on social and across the digital landscape
- Improving your search engine performance by signalling to Google that your website is relevant to your target audience, and has trust and authority
- Encouraging new visitors to the site, increasing traffic and boosting conversions
Increasing brand awareness helping to broaden your audience reach
- Creating evergreen content that can be updated and reused
How does content marketing affect SEO?
As well as raising brand awareness, building trust and credibility for your brand and creating connections with customers, the quality and relevance of your content is a major influencing factor for SEO.
As Google aims to return the most relevant and useful results to answer users’ queries, the brands that rank highly in search results are those which provide a great customer experience by regularly publishing unique, customer-focused content.
When your assets are shared, this helps to spread your message and increase brand awareness. The higher the relevance and quality of those shares, the greater the chance your content gets seen by the right audience, and attracts the right kind of traffic.
Last, but not least, content also has an important role to play in helping to create genuine, organic inbound links from influential and trustworthy sources: another important factor Google takes into account when ranking your site.