What is Content Marketing?
What is Content marketing? The strategy of content focuses on the planning, creation, delivery, and the management of content. Content not only includes the words on the page but also the images and multimedia that are used. Ensuring that you have useful and usable content that is well structured, and easily found is vital to improving the user experience of a website. “Content” is everywhere.
The planning, development, and management of content regardless if it is written or in other media. (Images, Videos, and/or Audio). This is called Content Strategy.
Creating meaningful, cohesive, engaging, and sustainable content is the goal to forming a content strategy. It is sometimes difficult to find the right framework, design, and wording that not only looks good, but that “web crawlers” can see. A “web crawler” is a software’s that are created by business to itemize and categorize your website so that it can be found on the World Wide Web. Tailoring content specifically to the user experience is called “Front End Strategy”. Therefore, those who focus on search engine optimization of content is referred to as “back-end strategy.”
At the same time, do not confuse your readers with non- flowing content!
First of all you asked the right question, What is content marketing? Non-flowing content creation without strategy then leads to in congruent or confusing content with no core themes or purpose. This is confusing to your target audience and can negatively impact your brand’s credibility. For many people, content seems to begin and end with publishing your first draft of an article. In contrast, a content strategist:
- begins with defining requirements.
- Identifies the users viewing needs.
- Before writing a word, content strategists outline the brand’s message, and the organization’s goals.
- If the project is a site redesign, they might review the pages currently on the site.
- If the project includes a new site backend, they might research and develop a conversion plan for a content management system.
- What is content marketing ultimate goal? To therefore have a flexible, searchable content. That appropriately appears to the right people, in the right places, and at the right time.
What is content marketing vision?
Start with a vision for what you want the company to be in three to five years, and then work toward a plan of how content will help you achieve that vision. That’s the foundation for your marketing strategy. You’re now on the road to developing a content strategy. Your content marketing strategy is a guiding light when questions like:
- What are we doing?
- Why are we doing this again?
- Will this be profitable?
- How do i create a plan to answer the question, what is content marketing plan?”
You want a strategy that is specific enough to your company and audience that it can actually provide a framework for answering those questions. But you also want a strategy that is flexible enough to change as your company and audience do. Work at a comfortable pace. Don’t burn yourself out. Content marketing takes time and a lot of practice. Truly I am sorry to say it, there are no “quickie” paths to website ranking and content development.
What is Content marketing research?
To develop a content strategy you need to start with research. What is content marketing research? Let us also break this down into three pillars:
- Company Research: During the company research phase, you need to uncover your brand’s values and core strengths. Some questions you want to answer are: what is your company best at and what does it stand for? Besides making money, why are you in business? Objectively audit the content you already have. Is it delivering versus your objectives?
- Customer Research: During the customer research phase, your goal it to understand the wants, needs, and purchasing journey of your customers. You need to understand more about how, where and when they consume content. Define your audience. You need to know their; 1) Demographic info (age, gender, location, etc), 2) Where they are on the net? (What other sites do they frequent?), 3) What channels do they use to communicate? (Is this a Twitter crowd or an Instagram one?), and 4) Who do they listen to? (Time to figure out who their influencers are.)
- Competitor Research: Competitor research comes in two flavors – commercial competitors and content competitors. You need to understand your commercial competitors’ brand values, unique selling proposition, and how they are communicating them to their customers.
It is equally important to know your content competitors!
You’ll also need to understand your content competitors. These might be different from your commercial competitors. For example, imagine you’re a sports betting company. If you’re going to be creating content related to the sports events you’re offering betting markets on; then you’re competing not just with other betting companies, but everyone else who creates content about these events. So that means you’ll be looking at major news outlets, sports news outlets, fan sites etc. Therefore your content doesn’t just need to stand out from your commercial competitors, but these content competitors too.
What is Content Marketing Substance?
Also referred to as Information Architecture. Information architecture is uniquely a field of its own. To begin with, here is a basic summary:
- What is content marketing Topic? What is the content about? Does it talk about what you’re selling, or is it more educational? Is it about content marketing, social media marketing, conversion rate optimization, landing pages, A/B tests, or something else? Come up with a list of categories that fairly well encapsulates what you’ve covered through content marketing, and assign each piece a category or two. That’ll allow you to come to conclusions like, “Wow, our audience engages nearly twice as much with posts that are about advertising techniques. I guess we know what they’re interested in.”
- What is content marketing length? How long is the piece, and does that affect how it’s viewed and shared by your audience? Do your readers prefer longer, more comprehensive pieces of content, or do they prefer things short and sweet? According to google though, every page should consist of at least 300 content text and a minimum of 3 images or media content.
- What is content marketing tone? Is the content funny? Professional? Full of Jargon? Cutesy? Again, come up with some descriptors that do a good job of holistically describing your content, and apply them to each individual piece for your analysis.
What is Content Marketing Substance? Continued
- What is content marketing Relevance? How directly aligned with your actual business is the topic? Does it talk about your products, or is it about something silly and only tangentially relevant to your business, despite its obvious appeal to your audience?
- What is content marketing timing? Some content lasts forever, and some most definitely doesn’t. Make sure you know where each piece sits on the scale from evergreen to kindling.
- What is content marketing features? What types of content are included, and how are they delivered? Does it feature embedded videos? Lots of illustrative imagery? An info-graphic? Does it have proper SEO markup, including title tags, meta descriptions, headings throughout, schema markup, etc.?
- Analyze it and adjust. Are all of your postings about advanced niche topics? What if your audience is full of beginners who want to learn from other people’s experience? Looking back through and classifying/quantifying your previous work gives you a bird’s-eye view of where you’ve been in the past and where you have yet to venture. Document your strategy and plan and write it down on a master plan. Add to the plan as time goes on.
You need to audit your content free of emotion.
A very important step in creating your strategy is a content audit. Sooner or later you need to do an in-depth look at the content you’ve already created. No one is more passionate than you when it comes to the creation you just made. Since this beautiful creation came from you, it is understandable that you have a vested interest in it. Note that a content audit is often confused with a content strategy, but really it’s only one part of building an effective strategy.
Getting a different perspective from a fresh set of eyes doesn’t have to be scary. Of course you have poured your soul into the web page, because this page is an extension of you. However, clients sometimes do not see the emotion behind the words, they just see the words. A fresh set of eyes or an independent company that specializes in content strategy may prove itself very useful. The audit, then, is the qualitative analysis of the inventory. There are many types of content audits, and the right one to perform depends on the goal.
Audit your content against your competitors!
A content audit can be compared to competitor sites for a competitor audit. in fact it can be turned into a content evaluation, where the strategist rates each page according to specific goals. The content audit can then be re-purposed as a report with prioritized pages to create, edit, retire, or migrate to a new CMS, all depending on the project. While conducting the audit itself can feel tedious and tiresome, the deliverable is so versatile and valuable it’s well worth the time. Google Analytics is the self–described enterprise-class web analytics solution. What does this mean to you? Google Analytics gives you insight into your website’s effectiveness through a variety of metrics; including bounce rate, keyword frequency, etc. Married with web analytics and measurement, this enables content strategists to gauge content’s efficacy.
Things to look for when auditing your content
At the present time, you need to also include the following into your audit:
- A good balance of transition words. A transition word is a word that leads a person along in the conversation. It links the thought , words, phrases, and paragraphs into smooth flowing and easily read article.
- Keep your passive voice to a minimum. in order to explain this, let us first of all look at the 2 following sentences
- This product can be bought in our web store.
- You can buy this product in our web store
- The first one is passive with the words “can be”. The second one is more direct “You can”. Therefore the later is a more direct. If you use too much passive voice, your reader will perceive this as weakness.
- Watch out for your sentence length. equally important is how long your sentences are. Sentences longer that 20 words make your article much harder to read.
- Grading your articles against a Flesch reading score. The measurement of your article creates a score from 0 to 100. The high the score, the more easily your article is to read.
What is Content Marketing Tips and tricks?
Here are tips and tricks to look for when doing an SEO evaluation of your article
- Meta-tag it. You content needs to be searchable. Not only with internal key words with your internal search bar. You also need to meta tag it properly so that “web crawlers” can see your website and rank you on the search engines. Tag the text. Do not forget to tag the image. And add a tag the video if you are using one. Meta tags is how you will be found. Seeking more information on meta tag and on page SEO optimization.
- Ask for the sale. Whether you are running a web store, providing information, or getting paid through advertisements, you are offering yourself to the world. You need to keep this in mind when guiding your customers or viewers. Ask for the comment or the sale. Do not be afraid to offer branding features. Do not assume the user knows certain basics. Be thorough and precise. Add character to the brand and provide a sense of ownership with images, media and words like “Own it” or “your delivery will be on”.
- Add more leading to more. YOU DID IT. The perfect website…. RIGHT????? Not quite! A website with ever evolving content gets higher ratings than that which has not had any updates in the past year. As your company evolves, so must your content. In brief, content changing factors are:
- New information updates, new employees, new products, discontinued products, and new technologies.
- Outside influences – competitor changes or consumer perception.
- Continuously growing your company.
- Time has passed. Information has become obsolete and new information must be added.
- Acts of God that have changed perception or had a direct impact on your industry.
Ultimately, the goal of content strategy is to:
- Ensure likewise that your content is consistently aligned with your brand message and values.
- And to ensure your content enhances your credibility.
- Effective Branding and Marketing of what you are offering.
- Also ensure your content helps you stand out from the competition.
- Ensure that you are found on the web. Rising above all others because you took the time.
- In the long run, you must re evaluate previous articles to make sure your content is always fresh.
In conclusion, You can direct further questions or you would like to talk to us about developing a good content strategy for your business. Please see all the types of web services we offer. Please feel free to contact us anytime. Click on our live chat to seek more immediate answers.