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Content marketing is the use of informationally oriented material in channels like blog posts to reach your target audience and start building a relationship that leads to a sale. Companies in almost every industry you could name are now utilizing content marketing. But what makes content marketing effective? And how does fit into your business’s overall SEO strategy?
Before we can explain why content marketing works, we need to review how it works. So let’s review the elements of content marketing in a bit more detail.
We’ve already mentioned that blog posts are one of the most common channels used for content marketing. However, a content marketing strategy can also include things like social media posts, podcasts, and videos.
The most important characteristic of content marketing is that it delivers value to the audience by providing relevant information that’s useful to the audience. By providing value, content marketing creates awareness of and a positive impression of your brand and forms the foundation of a relationship between your business and the potential customer.
Now that we understand what content marketing is, we can explain why it works.
There are two main factors that make content marketing so powerful when it’s done well. One is related to psychology and building a connection with your audience. The other has more to do with the technical side of SEO.
First, let’s circle back to what we said a minute ago about leaving audiences with a good impression of your brand.
A very old, tried-and-true marketing tactic is the “free gift.” You get people to listen to your sales pitch and create positive feelings about your brand by giving them a “freebie” – a sample of your product or some other useful item.
In content marketing, the free gift is the informative and interesting read, watch, or listen you’ve provided to your audience. Audience members feel good about your brand because you’ve given them something of value. What’s more, because they’ve made a choice to click on a link and consume your content, you’ve already overcome the first barrier in creating a relationship between them and your brand.
More and more consumers are finding the products and services they buy primarily through search. Companies in competitive industries are in a constant battle to rank higher in search results or risk missing out.
Simply packing every page of your site with popular keywords doesn’t work anymore; search engines like Google have become more sophisticated and now largely disregard these inelegant tactics. To move up the search results page today, your site needs both breadth and depth – substantive material that helps search engines understand what your site is about and builds “authority” so that you rank higher for relevant search queries.
Content marketing allows you to target popular search terms relevant to your products and services by incorporating them into meaningful material instead of simply cramming as many as possible into every page. Additionally, large amounts of appropriately categorized content on your site allows all of your site’s content to work together to bump your site up in search rankings by building site authority for relevant topics.
Content marketing can be an extremely powerful tool for reaching and winning over your target audience. But not all content marketing is created equal. The expert team at Gragg Advertising understands how to create content that actually delivers value to your audience, as well as how to incorporate content marketing into a holistic SEO strategy to get maximum value for you. Contact us today to find out more.
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