Content marketing is a strategy of creating and sharing information that grows trust and brand authority among your target customers. It is a great way to develop relationships and construct a community around your brand. If done correctly, this will help people to feel loyal to your company. Most importantly, it is a great way to drive conversions without the traditional hard sell or paid tactics.
91% of business-to-business (B2B) marketers use content marketing and 86% of business-to-consumer (B2C) marketers use it. 62% of these companies outsource their content marketing. There are several things you should consider before outsourcing your website's content to an outside source.
First and foremost, you want to partner with a company that you can trust writing your content. You need a company that will take the time and energy to sit down with you to learn about your business and layout an extensive content marketing strategy.
This means site maps, extensive keyword research, focus points, and employing a schedule for your various outlets like your blog and social media. This content marketing strategy should represent your brand and voice, and ultimately drive traffic to your website, which will earn you better results online.
So, what does content marketing entail, and why should you be doing it? There are several components to any given content marketing strategy, which include social media, blogs, videos, infographics, newsletters, and of course your website.
A content strategy lays out all of these outlets and defines what you need to do with each of them, as well as what type of content each outlet should be pushing. It also explains what type of voice these outlets should use, and how often each should be used.
For instance, your Facebook page should contain a friendly tone and can push your blog, videos, and photos. While your LinkedIn page should have a more professional voice, and be article and industry information driven.
Social media and blogs account for 23% of all time spent online and 87% of busienss-to-business marketers use social media to distribute content. So, it is crucial for your content marketing strategy to include these Internet marketing tools.
It's important to have a presence on social media, which means a good design and optimized information, but you also need to develop a content strategy for your social media outlets. An established presence is a good start, but you need to be posting to these sites weekly, if not daily. A good content strategy will make this easy.