The Power of Content Marketing

When it comes to establishing a strong online presence, growing your brand’s identity, building relationships with your audience and educating your consumer base, there is no online marketing strategy more effective than content marketing. Content marketing is rapidly becoming the keystone to online marketing strategies. Not only does content marketing enable companies to create content that effectively expresses their mission statement and corporate goals, but is also provides an unrivalled opportunity to interact directly with your target audience. Valuable, engaging content is the surest way to attract visitors to your site, and provides you with a crucial opportunity, through that content, to turn those visitors into potential consumers.

When developing and deploying any content strategy, there are several key components to keep in mind. By following these three crucial elements, your content marketing plan is guaranteed to succeed.

Your Content Must Be Engaging

While this may seen obvious, this is the real crux of any content marketing strategy, and it is also the point at which a great deal of content fails. In order to get your audience to read, comment on, interact with and share your content, it must be content that they want to engage with. The content should be well-written, pleasurable to read, with a narrative flow and a strong sense of style. It should be carefully targeted, ensuring that your target audience is receiving material that they care about. It should be presented in a well designed, high readable format to, ensuring that your readers are not distracted or annoyed. At the end of the day, the content at the centre of your marketing strategy needs to be good.

Hiring good writers, who understand the power of content marketing and know how to create strong, targeting content, is essential. It is also important to properly train the writers that you hire, so that they are well-informed about the products and subjects they will be writing about and can ensure that the messages they convey are always on-brand. This is one area where the return on your initial investment will always be excellent.

Your Content Must Incorporate SEO

Search Engine Optimization refers to a series of techniques that any content creator can use to ensure that their content performs as well as possible when it comes to search engines. The strategy behind SEO is this: every business, brand, product and marketing campaign has a specific vocabulary attached to it, which are known as keywords. Whenever a user searches for any one of these keywords (which can also be a phrase), ideally your content should be as near to the top of those search results as possible. Not only will this drive more traffic to your site, but it will also increase the visibility and reputation of your brand, and make your site a key source of information on a particular topic.

There are many ways to make sure that your list if desired keywords are at work within all of your content, and therefore doing the work to increase your presence on search results. Keywords should be imbedded in the title of your articles, any file names or images that may be in the article, and should also appear within the content itself. Keywords can also be used in social media in the form of tags.

Your Content Must Be Shared

Speaking of social media, this immensely valuable set of online tools is crucial to make sure that your exquisitely written and SEO-friendly content appears in front of your target audience. All of the social media channels that you subscribe to should be utilized to spread your content far and wide across your social networks. Whenever a new piece of content goes up, you should be sharing it via your social media accounts and interacting directly with any members of your target audience who share or comment on your content.

Matthew Goulart

|3 minutes read

Matthew Goulart is the founder of Ignite Digital, a Canadian digital marketing agency. Through Ignite Digital, Goulart works with Fortune 500 companies and advertising agencies from around the world and has helped launch profitable and highly successful digital marketing initiatives for his clients.