The way we communicate today has been largely changed by modern technology. Gone are the days when we had to wait eons to send a message from one part of the world to another, because the Internet now provides an avenue for faster and better communication.
Where does content lie in this scenario? First off, content is basically everything you see on the Internet: articles, infographics, photos, videos, and a lot more. Every form of media found online, written or graphic, is recognized as content, representing a message that’s intended to be seen and heard.
In the past, only a few people were able to tap into online content creation and proliferation, because back then, the technologies that enabled digital inputting and access to the Internet were admittedly unaffordable, difficult to carry around, and had limited utility in everyday tasks.
As years went by, however, advancements in hardware and software technology and design allowed for easier access to the Internet through devices that are affordable, mobile, and useful for daily life. This development allowed for a democratized way of content creation, signifying that anyone can do it.
The higher Internet penetration coming from these technological developments attracts more people into the online world. In effect, it has shifted the attention of various markets from traditional media to digital content in search of answers to their daily concerns.
Sure enough, businesses can readily scatter tons of ads and digital materials online, saying they know how to answer the problems of their target market. However, it is not enough to have content. Businesses need to have relevant and valuable content in their arsenal to keep themselves important to the market – this is where content marketing comes in.
According to the Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and, ultimately, to drive profitable customer action.”
It is no question that content marketing works. Big international brands from various industries use and benefit from content marketing, presenting relevant and valuable content to their target market in a bid to gain leverage online and increase their bottom-line.
How do they do it? The answer: They think real hard about the content they send customers and the time they need to publish it.
Valuable content centers on subtle influence rather than an outright sales pitch commonly found in advertisements. It is intended to stimulate interest in products or services by presenting how valuable they are without explicitly urging a purchase.
Basically, the type of output involved with content marketing doesn’t focus on telling customers they need a specific company or a specific good or service; instead, it makes them realize that they do need that company and what it has to offer. This, in turn, empowers customers by leaving them with the choice to decide whether to buy or not, contributing to their overall relationship with a firm.
Once the right content is there, the next step is to determine the best time to show it to the world. Timing is everything in content marketing, because it determines the relevance of an output to a particular audience and, partly, the number of people it will reach online.
This involves knowing how much traffic goes into a business’ digital assets and which times of the day do most customers swarm to a company’s online platforms. It also includes taking note of calendar events and timing specific content with the particular theme for the day.
Bringing quality and relevance into play can attract customers, establish the brand, add value to product or service offers, and make the brand’s content appear on top of search engine webpages, helping extend a business’ online reach and increase visibility and authority.
On the other hand, it doesn’t stop there. Businesses and individual marketers should be able to measure data from their marketing efforts, so they can determine KPIs and how to meet them. This is why it is important to gain the necessary training to use and maximize Google AdWords and Google Analytics.
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. It enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Meanwhile, Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications
If you want to learn more about using and maximizing these online marketing platforms, click here.