Content Marketing Insight from Scripted
How Content Marketing Makes Every Other Marketing Channel More Effective
It’s a digital world and today’s marketing professionals know that if you don’t make an impact online, you don’t exist. Staying relevant is more difficult than ever. The search engine optimization (SEO) techniques that worked last year are obsolete. Social media strategies that once brought in the crowds now barely register a blip. Search engine marketing is getting more expensive and less efficient as more competitors learn how to use it well.
Fortunately, there are still great tools to dramatically improve the effectiveness of your marketing. Content marketing is one of those force multipliers that unleashes the potential of the rest of your marketing operation, making it cheaper and more effective – if you do it right.
Good Content Naturally Improves Organic Traffic
The key word here is “good”. If you are still filling your site with bold, underlined keywords that are completely out of context, you can be sure your site’s rankings are negatively impacted. Today’s search engine robots can spot keyword stuffing at a glance.
Adding useless links to your page is another antiquated digital marketing method. You will no longer get credit for quantity over quality. Search engines are interested in your ability to add value for web users, which means your links must guide visitors to relevant, useful information.
When you do it right – by creating useful and interesting content – those pages will rank well on search engines for relevant keywords, which is the best way to create reliable organic traffic. As you collect pages that rank well, you’ll also see better SEO performance for your website’s main pages. Congrats! You’re collecting “Domain Authority”, which means that Google and similar services see you as an authority in your field and are more likely to rank any page on your site higher.
Higher Domain Authority Equals Cheaper SEM
Improving your domain authority is great for bringing in organic traffic, but it also has other fantastic benefits. One of the biggest benefits is cheaper SEM.
Google uses a wide range of factors to decide whose ads will appear for certain keywords, and whoseads will appear at the top. These factors are summed up in the quality score of your ad, and one of the most important contributors to your quality score is domain authority.
Think of it this way: Even if I purchase ads for a quick blog post on Medium about the latest events in Iraq, Google doesn’t want my little blog post to outrank a recent article on the same subject from the New York Times.
When you use content to establish higher domain authority for keywords that you’re targeting in ads, your quality score will go up, which means that you’ll pay less for higher placement and more clicks. More traffic, less cost – what’s not to love!
Good Content Makes Great Social Media Marketing Collateral
You put out your content and everyone loved it. After a few days of praise, your great post settles in for a long life of bringing in a continuous trickle of leads through organic traffic. It’s a good retirement.
Except that’s not the end of the story, or at least it shouldn’t be. Once you create a piece of content that people respond to, it’s time to find ways to repurpose it.
Whether it’s a blog post, video, infographic, or even just a nice image, good social media strategists know that if it’s worth posting once, it’s worth posting again. They’ll also tell you that posting to social media isn’t just about courting existing followers. Good content can be converted into ads and promoted posts that will attract new visitors to your profile and website.
Turning social media into an effective marketing channel requires good collateral anyway so you’ll hit two birds with one stone by investing in good content
Strengthening Your Brand Through Content Marketing
Content that people love doesn’t just drive traffic to your website, it inspires the people who enjoy it to share with their friends and colleagues. Innovative content marketers know that the likelihood of social media shares increases dramatically with the quality and variety of content. For example, a useful video, a funny image or a well-written blog post is far more likely to gain traction than an amateur attempt at content creation.
There are some striking statistics that SEM experts are incorporating into new content creation:
- When a colorful visual aid accompanies text, the likelihood of users reading the text increases 80 percent.
- Content published with accompanying images typically gets 94 percent more views that text-only content.
- According to 51.9 percent of digital marketing experts, video content enjoys the best return on investment.
The vast majority of those people won’t turn into customers right away. In fact, you might not see even a blip in sales the day after a post gets 10,000 unique views.
But now there are 10,000 people who know the name of your company who didn’t before, and they associate you with an expert piece in a relevant industry. That’s brand strengthening in action.
Large companies pay millions of dollars for television and billboard ads to do the same thing that you just did with a blog post. You’ve seeded those 10,000 people so that, when they see your next post or ad, they’ll already trust in your brand and be more likely to click.
Investing in content marketing isn’t just about making a cool blog, it’s an essential tool in the modern digital marketer’s arsenal for increasing efficiency across a range of marketing channels. And remember, the sooner you get started, the quicker you’ll see an effect. So what’s stopping you?