What is Content Marketing?
Content marketing publicises or advertises an organisation, business, website or service by posting blog posts, articles, and other media posts such as video content. This includes content marketing campaign efforts through advertising recommendations, reviews and promotion placed within the content, and content placed on third-party websites (which focus on providing backlinks).
The Content Marketing Institute describe content marketing as “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.”
The Benefits of Content Marketing Strategy
Driving traffic to a website
Every time you produce quality content on your website, that’s one more indexed page, one more chance to appear on a Google search result, and one more opportunity to drive traffic to your website.
A content marketing strategy also helps with brand awareness and social media marketing. Every time you upload effective content, you create something that your target audience can share on social media such as Twitter, LinkedIn, Facebook or Instagram, which helps expose your website to a new potential customer.
Content can also assist with social media posts. Instead of producing new unique social media posts, the content can be repurposed into smaller social media length posts. It should be straightforward for a 500-word article to be split and repurposed into 3 to 5 strong social media posts.
Converting traffic into leads
With new traffic arriving at your website through new relevant content creation, there is the opportunity to convert these visitors into leads. This is simple: make sure you have a lead-generating Call-To-Action (CTA) embedded into every blog post.
The CTA should lead to free ebooks, whitepapers, webinars, a free trial, or a discount. Remember that posts are at the start of the sales funnel, so don’t try and convert to a sale immediately – look to gain trust and provide some value that someone would be willing to exchange information for, such as their email address, etc.
Establishing Domain Authority
The best content provides answers to questions raised by leads and customers. If you’re consistently creating valuable content for your target audience, it’ll help establish you as a trusted authority by your audience and Google.
Domain Authority (DA) measures influence and authority given to a website as a score out of 100 by Moz. So, keep an eye on the overall website DA and the content authority, known as Page Authority (PA).