Google can be a business' best friend or
worst enemy.
As the number one search engine used by the
vast majority of internet users, you would like nothing better than to be at
the top of any search tied to your business. Knowing that their users depend on
accurate information, Google is constantly updating and modifying its search
algorithms to insure the sites they recommend are viable.
Google does this is by searching for fresh,
original content and not just "spammy" stuffed copy. This has forced some brands to behave like
media companies, producing content across various mediums, including video,
photography, infographics and articles.
However, this shift in marketing has made
it difficult for many brands, since effective content marketing demands turning
away from self-promotion. Companies that put the needs of their customer first
in their marketing, by providing interesting and engaging content, without any
overt promotion will attract an audience that wants to consume the content,
share it, comment on it, and even create it.
Here are some rules to follow to when using content
marketing to build up your brand:
Don't promote - educate.
Teach your customers by being educational,
not promotional. Work with experts by using thought leaders in your industry to
create videos, blog entries, and other content for your target audience.
Help to solve a problem.
Your customers are usually looking for
answers to a problem, so include information that solves a problem or answering
a tough question. Show your prospects how your information helped solve a
problem because they will explore your solution further if they have that same
problem to solve.
Measure
the success of your content strategy.
Analyze how users discover, consume, and
share your content. It’s vital that you
measure the success or failure of your content marketing strategy. Start by
taking a look at page views, time on page, your bounce rate and make sure that
every single link that goes into your content marketing piece is trackable.
Make
it easy to share.
Your content must be easy to access - share
it across many platforms. To get a large amount of traffic, you would need to
understand where your customers hang out online. You'll have to do some research
by knowing where your customers hang out online. As each community consumers
content differently, build content that is specific to the audience, build that
community and you'll be building traffic back to your site.
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