How and why content marketing works - Profit Hunter

How and why content marketing works - Profit Hunter

Without a doubt, effective content marketing increases the traffic from organic search. How and why it works today, we will tell further.

Content of the article

  • What is content marketing
  • Push-and-push strategy
  • Go where your potential customers are
  • Content promotion in social networks
  • Not only social channels
  • Other users with whom it is useful to interact
  • Not direct advertising, but trusting relationships
  • To summarize

What is content marketing

The term "content marketing" can mean different things to different people. Some of them understand the general idea, but miss the fundamental things about how it functions, and for this reason do not use the marketing strategy as efficiently as possible.

The purpose of this post is to tell how to do it.

Let's start with the definition.

Content marketing is the practice of creating, publishing and distributing content in order to raise reputation and improve brand visibility.

Well, in this definition there is no word "backlink". The reason is that a quality marketing campaign brings a large number of backlinks without the intervention of the optimizer. You will receive them as a by-product of the work done. Links still mean a lot to promotion. However, targeting only the already outdated link promotion is more than dangerous.

In many cases, efforts in content marketing can build relationships with people who, however, may never become customers. These relationships, however, can be of great value if they help to widely distribute your content.

Thus, it is worth waiting for brand awareness increase from content marketing, which in itself is an excellent start.

How and why content marketing works - Profit Hunter

Push-Pull Strategy

One of the great achievements that the global network has brought us is direct control of the dialogue between the brand and the customers (clients). Prior to the spread of the Internet, the main channels of communication were television, print and radio. There was no interaction, so the passive client received commercial messages, regardless of their preferences.

The Internet has changed everything: a person can simply close an uninteresting (commercial) page and surf those sites that interest him. Over time, these changes became increasingly apparent. Companies began to realize that they need to attract potential audiences with content that adds value to a product in their lives.

This phenomenon has also penetrated television advertising: many have begun to add entertainment elements to it in order to raise value.

Go where your potential customers are

There is a growing understanding of content marketing, and with it the number of available channels on the Web. You can make publications on your website, on third-party sites and in social networks.

There are a lot of sites for publishing on the Internet, and you have to choose the most valuable of them. At the same time, it is important to publish your content when it is claimed by the target audience, and in the form in which it is ready to consume it.

Promotion of content in social networks

If you know how to build powerful social channels, you will get a big advantage over competitors. In other cases, you can limit paid advertising in social networks. Content that evokes a strong emotional response improves the social visibility of the brand, which in turn increases the ROI (return on investment) through viral spread.

How and why content marketing works - Profit Hunter

Not only social channels

Interaction should not end here. Since content marketing is an integral part of improving the reputation and visibility of a business, PR teams should be involved. They may have links that will help in the promotion and distribution of content.

In addition, press releases still help to achieve additional visibility of your materials. They work as follows.

How and why content marketing works - Profit Hunter

Other users with whom it is useful to interact

They do not have to be your target audience, but they will help you promote your brand. Among such people:

  • Media personalities, famous bloggers;
  • just influential people.

Media personalities are important because they can promote your content or publish it on their website / blog. In any case, it will be shown to a wide audience of these celebrities.

Influential people can relate to media personalities, but not necessarily. A person with a large subscription base (e-mail newsletter or subscribers in social networks) can be influential, even without having your own blog / website and some special, "star" popularity.

A popular channel for traffic has become, for example, advertising on blogs and social accounts of stars.Such a PR can result in people starting to distribute and link to your content, write about it, ask for an interview, or offer to write a guest post.

In the future, after the first interaction with media and influential personalities, it is more likely to agree with them on the distribution of other content.

Not direct advertising, but trusting relationships

Content marketing is aimed at creating a good reputation and visibility, but not at promoting a service or product. Through valuable materials for people (text, photo, video) you get confidence.

If you do content marketing on an ongoing and long-term basis, people begin to feel that they are building relationships with your company, even if they do not directly interact with you. They begin to look at you as "good people." Building such relationships is the main goal. Here are some rules that you should always keep in mind to achieve a similar effect.

  1. Do not promote your products and services.
  2. Create new, unique, revealing brand value, content.
  3. Ask questions and invite people to dialogue.
  4. Find ways to help people who come to you.
  5. Respond to comments on your blog posts or social networks.

The more and longer you make from this list, the more “warm” your potential client will become.

To summarize

Many companies focus on one or more parts of the above process. The most common problems are:

  • focus on getting links;
  • insufficient cooperation with social channels and / or a small number of public relations campaigns;
  • unwillingness to create a non-commercial content;
  • incorrect targeting;
  • insufficient planning before launching the marketing campaign;
  • lack of interaction with influential / media personalities.

If several problems arise from the above, correct them: every step forward will lead you to the cherished goal.

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