Content Tips 2015: Content Writing & Marketing Tips

Content marketing is a marketing that involves the writing and sharing the content for media and publishing content in order to acquire new and retain old customers.

Content plays an important role in your Search Engine Optimization (SEO), B2B and B2C marketing strategy.

Content marketing is already in mainstream of digital marketing, so it’s time to get competitive with your marketing strategy.

These are most extensive and detailed tips of advanced content writing and marketing that exists today.

Content Writing & Marketing Tips For 2015 :-

The C word in content marketing

C = content. What’s it all about?

Beyond thought leadership or not? The answer is yes. Not all content needs to be cutting edge, ground breaking etc. But it should provide value to the target audience.

It can help organisations cover the broad ground of their remit (or their brand) that might otherwise have not been possible due to resources. For instance, providing an insightful, helpful comment on valuable content relevant to target audiences and then sharing it can be a worthwhile activity.

By choosing some core pillars to provide original content on, then having a ‘satellite’ of secondary topics where a content curation aesthetic is applied, can offer organisations the opportunity to have their cake and eat it too.

Certainly, it can help communicate and engage with secondary target audiences where marketing and communication resources are not normally expended. A ‘reverse-flow’ positive impact on primary target audiences can be instigated, as the secondary target audiences become sharers and advocates of that curated information that received the imprimatur of the organisation.

And as word-of-mouth (WOM) now has social media through which to accelerate its ‘virality’, this momentum of sharing has even greater potential than it once did. Especially since the digital age has cultivated the behaviour of social sharing (digital gossip) amongst its netizens.

Just remember: “Your story travels further the less you mention your brand.”

Branding and positioning in content marketing

The social infinity does not seem to have canvassed the aspect of content marketing that relates to positioning and branding in great depth. Important elements in this dialectic are the sorts of content that are embraced by an organisation and who, from the organisation, does the ‘speaking’.

Further elements include what role does content (and content cu-ration) play in the broader content marketing context, are there any dimensions that are ‘off-limits’ and what is the rationale driving the content marketing plan?

Firstly, in regard to the content itself, each element of content that emanates from an organisational employee contributes to an organisation’s branding, positioning and, to a lesser but still potentially significant degree, its differentiation. Choosing these topics should be driven by the strategy; content topics should not be picked up randomly simply because they are ‘topics du jour’ and of immediate interest to target audiences (i.e. how do these topics relate to brand-target audience relationships?).

Secondly, in traditional command-and-control organisations and those that apply a similar authoritarian approach to their communication, it has been a CEO-and-damn-the-troops mentality. I don’t espouse this approach but, regardless of this, whatever approach an organisation takes will impact on how much content it can feasibly generate and curate.

From a pure practicality perspective, whilst thought leadership can be applied in a limited but still quite effective manner when adopting this antediluvian approach, it is simply not viable to apply it to content marketing:

• A primary reason for this is that content cu-ration is more than just re-tweeting or otherwise sharing. There needs to be a qualitative value-add from the organisation to some degree some of the time.

• Involving employees in content creation educates employees on their industry which, one would think, helps them contextualize their work efforts and give them information to get better at their job, increasing productivity

• Employee involvement increases commitment to their organisation – likely to increase productivity – and helps them become a stronger organisational advocate

• Utilizing normal (non-marketing Martians?) minimizes the need to hire additional marketing employees and can optimize financial investment into the program – increasing productivity.

The most interesting and challenging aspect of this dimension, however, relates back to who are those doing the curating and how is this contextualized within an organisation’s branding?

• What are they commenting on?

• What is the nature of their value add?

• Is there a comms or marketing employee facilitating all this cu-ration, or is it the relevant individual doing it solo after, perhaps, some initial briefing and some guidelines have been set? This relates to the third point I flagged above.

Fourthly, and this is perhaps the most fundamental aspect, the rationales driving the strategy will determine all of those issues noted above.

The ‘personality’ of content marketing

One of the interesting questions about both content strategy and thought leadership is should it be refined and targeted to within an inch of its focus group-tested life, or should it be sprawling, multi-faceted and reflective of the tumultuous, fast moving environment in which most organisations exist – and which, in fact, mirror target audiences’ existences?

• The drivers of communication strategy

• What market research tells us what will engage target audiences and prompt them to enact required behaviour (e.g. purchase, whisper sweet reputation-enhancing nothings in their contacts’ ears et al)

• Perhaps, too, there is a unique emphasis or shading in the content that is delivered via various communication mechanisms

• Branding/positioning/differentiation

• and what of the impact on content for each organisational spokesperson due to their own interests, preferences, knowledge, passions and the customer/target audience segment they are responsible for?

Whilst it will be the organisation’s brand/personality that dictates the answers to these points and queries, in general I believe there is room for both schools of thought – the refined and the rambling (i.e. humanistic) – to work hand-in-hand.

A focus on topics and messaging that is relevant to the organisation and engaging for target audiences seems a prerequisite. But, and this is important, to rein in thought leadership or any other content to within a narrow set of parameters risks the organisation being perceived as cold, calculating, self-centered and predictable.

                                                                                                                                                                            (Content By SEOSolutionsIndia)

Content Marketing & SEO: The Bigger Picture

SEOs have long wondered how blog posts from Bufferapp consistently topped search engines and attracted huge audiences for free… until their content team drew back the curtains and revealed what went on behind the scenes.

Their SEO wasn’t just about traffic, conversions and revenue. Like every smart and successful marketing team, their success was based on content planning and content promotion.

In other words, by linking SEO to an effective content marketing strategy, a fairly new entrant into a hyper-competitive niche dominated search results and built a powerful brand. This report will show how you can achieve similar results in your industry.

SEO Is More Than Just Traffic, Conversions & Revenue

There are 4 key elements to an SEO plan developed around a content marketing strategy:

1. Find out what people want and give it to them.
2. Use retargeting lists to communicate with them, even after they leave your site.
3. Make special price offers on your product or service if prospects act now.
4. Evolve a smart content marketing plan to build content that pulls in your target customers.

If you look carefully, there’s nothing there which is “click/traffic” focused. All those tactical SEO elements exist, but grow really powerful when integrated into a bigger plan.

What Leaders Must Know About Content Marketing & SEO

Content marketing is not paid content disguised as editorial content.

Done correctly, content marketing is an excellent way to build a relationship with customers. A well-implemented content strategy establishes trust and authority in the market. It positions your company in the middle of the research and buying cycle, so that you can take control of what they see, read, think and do.

Being found on organic search results and attracting traffic to your site makes it possible to engage people and convert them into fans and customers. And all those clicks and traffic from Google results are free.

The crucial concept behind effective content marketing, then, is to tell stories that people find interesting.

Your content should not be perceived as “marketing” or “selling.” You’ll sell more by NOT selling! While your content is designed to eventually develop awareness, close sales and create advocacy for your brand, it should stay focused on helping, creating value for customers, and meeting their needs.

This way more people will find your content, giving you wider reach and impact. Your content marketing strategy helps differentiate you from the crowd.

Content Marketing Lets You Dominate A Niche & Become The Market Leader

The business case for content marketing is clear: If you want to build your brand to become the market leader you must OWN the niches in your market.

You can achieve this goal by using keyword research and SEO analysis performed by an experienced consultant to tap into the holy grail of search behavior – a search user’s needs, questions and intent.

From current and historical data, you can find out what individuals…

• are concerned about (fears)
• are curious to know (interests)
• are seeking solutions for (problems)
• are dreaming about having (desires)

Putting The Cart Before The Horse

Clients sometimes ask: “Why isn’t content marketing working for us?”

The answers are often obvious — and common across many companies and industries. Here are some of the reasons for content marketing being ineffective, and some simple ways to avoid those mistakes.

1. Weak Content Planning

Be smart about creating content. Planning your content is key. There’s nothing “new” about content marketing, even though it’s now a popular buzz word. SEO consultants have spoken about it for years, just calling it by other names. Whatever we call it, planning it is important.

2. Failing To Integrate Content Marketing Into Digital Channels

Many organizations fail to plan their digital channel marketing. Their process of ordering fresh content is seriously flawed. Investments should be greater in stories that people are actually interested in, and content that demonstrably converts better.

3. Not Realizing the Difference Between Advertising and Marketing/Content

Some organizations think content marketing is about

• producing a piece of content
• having people to see it
• booking orders from convinced prospects

But really, content marketing is about

• connecting with your audience
• building trust
• becoming an authority
• being the one that they remember when it’s time to order
• gaining mindshare as the go-to-guy or company

If your current content marketing strategy revolves around writing and distributing content “advertorials,” then it’s time for a rethink. Creating a mashup of advertising and content will only result in a low-performing piece published under the alibi of “content marketing”. You’ll pay money for advertising to lead traffic to the content, which dies down in a few weeks when the campaign ends.

Why is this practice so common, especially when it doesn’t work?

4. Lack of Knowledge About Digital Marketing

It’s easy for an agency or consultant to pander to a client’s demand for new buzzwords and services, without having to take the time and trouble to understand how the business really works.

I’m not accusing some agencies or consultants of intentionally trying to fool someone into investing in an inefficient model. But lacking the right knowledge and expertise still leads to failure, even if the actions are taken with the best purpose and intentions in mind.

Lack of knowledge about digital marketing is a problem. CMOs and strategy directors should know reasonably well how Google works, and understand intersections between organic search and other marketing in the organization’s overall strategy. Unfortunately, many are outdated when it comes to digital marketing.

This leads to their companies implementing strategies that an expert would quickly identify as useless or counter-productive. Silo-thinking condemns their content marketing strategy to mediocrity. All the while, their competitors are thriving and gaining market share.

To avoid this, you must:

• Take research and planning seriously
• Involve an experienced SEO consultant to uncover what people want
• Get access to valuable historical search data
• Ensure the content you’re creating takes you closer to your business goals.

5. Shortsightedness and Ad Hoc Work Patterns

Online digital content has a long shelf-life. But many organizations view their content marketing through a “campaign lens”.

Prioritizing and delegating are crucial skills for a CMO or strategy director. Busy with many other things, most take an ad hoc approach, focusing for a week on one thing, and on something else the week after. Whenever the going gets tough, or results are not as they hoped for, someone cracks the whip – and they become more confused and disorganized.

Instead, they should step off the hamster-wheel, review the situation and focus on whatever has worked for them already. Getting a content marketer and SEO consultant together to prioritize areas to focus on will make all activity more cost-efficient.

6. Content Overload

In the content glut of the World Wide Web, it’s tough to differentiate yourself. SEO is a great way to find more effective ways to reach your target audience and stand out from the crowd.

Content marketing is less about “content” and more about “marketing.”

If you take a shortcut and hire content writers to throw something together, and sprinkle some SEO “secret sauce” over the mess, you’ll only get a temporary quick-fix — and a bad one at that. Consulting experts at content marketing and SEO can help spot opportunities and craft content that’s interesting to customers.

Businesses should think about content marketing as inbound marketing, rather than push marketing. You must get involved, stay focused, and be consistent over time. Content marketing is a marathon, not a sprint.

7. “Campaign” Thinking

Content marketing can’t be a campaign that you launch whenever you want to sell more products. Ordering a batch of articles or advertorials just before the campaign goes live leaves little time for research and planning. Precious opportunities are lost.

Once the campaign ends, the content is forgotten — only to repeat the cycle next year. Content planning can keep your content relevant for longer, make it stronger over time, rank it better and beat your competitors on search results. That makes content marketing much more effective — and profitable.

8. Making Content The Goal

Too many organizations jump directly to production and churn out content without researching and planning it. As a result, they skip over the most important part: what the market and their prospective buyers actually want and need.

Doing this is naive and ignorant. Google has vast treasure troves of data about search volumes, trends, seasonal changes and popular search terms. Tapping this data to tailor and structure your content marketing is smart and helps you serve clients well.

Content marketing is not about what you want people to know– it’s about the needs and interests of the customer.

Your content marketing clock should tick on your customers’ schedule, not your own. Content marketing is about building and strengthening a relationship with your customers. So it shouldn’t be mistaken for advertising.

How To Find What People Want?

There are many tools to guide you.

• Google Keyword Planner is a good starting point, where you can type in keywords and discover how popular they are.
• Keywordtool.io is a logical second step, because it gives you more specific information about searcher intent through long tail keyword phrases.
• SEMrush helps study what your competitors are doing. You might get ideas to expand and broaden your approach, or go deeper into sub-niches or find new ones to explore and research.

Conclusion

I’ll leave you with some final takeaways:

1. Investing in content marketing without SEO is sub-optimal. You will limit your own success and end up publishing content that no one is interested in.
2. Effective content marketing will help build your brand and attract more qualified leads and paying customers.
3. Intersections of SEO and content marketing, where experts work together, will generate better outcomes.
4. Evergreen content lasts for years. Traffic, leads and sales will not stop when a campaign is over, but continue for many years.
5. Content planning and content promotion can help you leverage the incredible power and longevity of content marketing and SEO.

(Courtesy by: SearchEngineLand)