We are absolutely inundated with information all day, every day. A 2009 study conducted by researchers at the University of California—San Diego estimated that the average American at the time was exposed to 34 gigabytes (or about 105,000 words) each day. It’s probably twice that now in 2018. And we’re constantly on the search for more! That’s the reality of the digital age and the ever-increasing availability of smartphones.
This obviously affects the way many industries operate, but what does this mean for the marketing industry? It means people’s attention is divided. It means in order for a marketing message to reach the right people at the right time and penetrate through all the other information those same people will receive that day, it needs to be extremely well-crafted and targeted.
If you’ve done any research on marketing tools, you’ve likely heard of search engine optimization (SEO), and this is a necessary piece of any effective digital marketing strategy. But according to the experts at Modmacro, a Temecula digital marketing firm, SEO is at its best when it is part of a larger content marketing plan.
What Is Content Marketing?
The concept of content marketing is simple. If you create interesting and relevant content that your target customers want to engage with, you can build loyalty with them before they ever even realize they need your products or services.
If this sounds abstract, just think about your own internet browsing habits. How often do you ignore or click away from ads? Probably all the time. On the other hand, how often do you find yourself intrigued by an interesting article or eye-catching social media post? Chances are, you remember companies and products highlighted within pieces of content you’re already engrossed in.
Modmacro believes strongly in creating individualized and holistic content marketing strategies for their clients, and they have identified five levels in order to tailor their services to maximize each client’s marketing budget.
Level One: Website Copy and Social Media
Good news: if the idea of content marketing sounds new to you, there’s a good chance you’re already doing it at its most basic level. If you have a website or any social media presence, you’re creating content. Just keep in mind that at this level, the people you’re reaching are people who are already looking for you, so if a potential customer is on your website or Facebook page, it’s because they sought you out or a web search brought them there.
This is where SEO comes in. Your website copy and social media posts should definitely be crafted with SEO in mind. That will increase your chances of being found by the right people. But the information you provide in both of these places should also be engaging! Provide customers with information they can’t get elsewhere. Not all website copy needs to be promotional or directly company-related. You can provide potential customers with tips and facts that show your expertise, build trust, and encourage them to come back again for more.
The same applies to social media posts. People have gotten savvy to being sold to. Blatantly promotional social media posts become very annoying very quickly, so you have to give potential customers something that is of value to them. Visually appealing and informative posts go much further than promotional ones.
Level Two: Your Company Blog
Do you have a blog on your company’s website? If not, why not? A blog is a content creation goldmine. Not only does a blog give you an opportunity to write at length about company news, but you can also share relevant information about your industry and create an even deeper relationship with potential customers.
Better yet, you can use blurbs from your blog as social media posts and link them back to your website. It’s a small self-perpetuating digital marketing machine.
If you’re worried about not having enough time to keep up with a blog, you’re not alone. That’s the benefit of partnering with experts like the ones at the Temecula digital marketing firm Modmacro. Once they get to know you and your company, they will be able to create engaging blog posts for you and roll them out in an effective way that utilizes SEO and brings potential customers from social media to your website, which is where you really want them.
Level Three: Reaching Other Platforms
It’s important to use your own assets like your blog and social media accounts to put out as much content as possible, but if you want to really expand your reach, it’s time to start creating content for other platforms. Most often, this looks like writing articles for publications and guest blog posts for popular industry blogs. Think about it: these other platforms already have readers who are engaging with their content on a daily basis. By writing something that puts your company’s name in front of a captive, but unfamiliar audience, you’re expanding your potential customer base.
Another upside to having your content published by a third party: you can announce the news on your blog and via social media posts.
Levels Four and Five: Publishing Content Offline
These are more involved and time-consuming endeavors, but when you’re ready to tackle them, you will benefit tremendously. Level Four involves larger writing projects like press releases, white papers, and e-books. Level Five takes this a step even further with a full-length, professionally published book.
Once you’re creating content at this level, the options become limitless. Each book or e-book becomes its own marketing asset, which in turn, gives you the opportunity to create a series of blog and social media posts, not to mention plenty of substance for press releases and for writing articles for other publications.
Remember, It’s About Engagement
Each level of content marketing can be useful, and each increasing level has the potential to be more useful than the previous one. The one caveat is that the content has to be relevant and engaging. There is no sense in creating content just for content’s sake. With all the information we’re swimming in on a daily basis, we’ve become desensitized to anything overtly promotional, and our attention spans are reserved for the tidbits that truly stand out and that we genuinely need.
People want information, but they also want connection, and content marketing is a way to provide both. Best of all, it’s an effective way to grow your business!