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 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, SEO is 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, 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 its clients. They have identified five levels to tailor their services to maximize each client’s marketing budget.
Level One: Website Copy and Social Media
Good news: if the idea of 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.. Once they get to know you and your company, they will be able to create engaging
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 daily. 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 allows you 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 can 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 daily, 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!