Creative Ways to Develop Content
As discussed in Part 1 of this series, original content relevant to your business, products, and service offerings helps to drive online traffic for your business and generate valuable leads. Connecting with someone that’s potentially going to do business with your company based on their search engine queries and other online behavior starts a meaningful conversation. You have what they’re looking for and just need to discuss their needs further and see if there’s a match.
As we implement content strategies to connect with potential customers online, we also have to consider the changing landscape of the digital marketing world. There used to be two primary ways to capture online traffic. One was by publishing quality online content that the search engine algorithms ranked as valuable. This is called organic search or search engine optimization and would affect the presentation of search engine results presented when someone performed an online search.
The other way was to direct online traffic to your offerings by paying for advertising. Paid advertising would be presented in front of organic search results when searches commenced. This is called pay-per-click advertising.
Quality Online Content is More Important Than Ever
The lines between these two digital marketing mechanisms is blurring as more intent, or integrity really, is being built into the way the paid advertising systems function. The PPC algorithms now prioritize ads based on the alignment with user intent. The search engines now evaluate and rank your content against available alternatives, prioritize your appearance based on this analysis, and even adjust how much you pay for your ads based on their opinion of your alignment with the ultimate intent of the online audience doing the searching.
They consider how well the content you have online aligns with your ad copy and keywords and how users interact with your online content. They measure how long visitors spend on your site, do they bounce off your site quickly and at a high rate, how many pages do they view, do they ultimately purchase from you or fill out your web forms, etc. It really comes down to whether they believe you have actual, valuable information that will meet the intent of the online audience.
How To Start Creating Quality Marketing Content
If your company has existing customers, case studies are great way to develop content. Make sure to describe how your products and services are being used by your customers and especially any unique and interesting applications. It’s not necessary to use your actual customer names either. Write the case study in a descriptive way that tells the story without using any names. The names don’t typically help your content marketing results anyway.
Another approach is to provide an in-depth look into the technology behind your products and services. A detailed description of how the technology behind your products and services works is a great way to weave in your targeted keywords. For example, a dry cleaner can describe how the chemicals involved in their process are created, used, or transported. Or they can publish a description about how their particular operational processes protect the environment.
A behind-the scenes peek inside your company operations is another approach to generating content. Show some photos of your unique manufacturing process or other core competency. For example, a equipment rental company can describe the maintenance procedures or training programs that keep their equipment performing at an advantageous level at all times for the customer.
Content Marketing Planning & Execution
If you find you need help creating and implementing a content marketing strategy for your business, SwanRosney Marketing has the experience and skills that will get you excellent results. We can create a comprehensive content marketing plan with detailed schedules and the marketing assets as well. We can also assist with any individual aspect of your content market program as needed. The first step is to Contact Us and let us know a little bit about your business.