Today, let me introduce you to Content Marketing and how it relates to Search Engine Optimization (SEO).
As a business, you strive to provide the best products, services, and experience to your customers. Marketing proves to be a powerful communication tool letting you to gather greater knowledge about your customers and also to advertise and extend your reach. It helps you promote your activities, so you can stand out from your competitors hence becoming the obvious best choice for your audience.
What is Content Marketing ?
Content marketing focuses not only on the product and its characteristics but on your brand essence. By brand essence I mean your inner value and quality; Simply put, what is making you unique in the heart of your audience.
As such, content marketing defines a holistic and strategic approach that allows you to create and distribute valuable, relevant, and consistent content at any time during the customer journey. Ultimately, its goal remains to engage emotionally and retain a well defined-audience and to drive fruitful action.
Keys to a Content Marketing strategy
It all start with simple but essential questions.
- Who are you trying to reach and why?
- What is your content and how is it organized so people can find it?
Who is my audience
To answer the first one, you need need to research your audience and draw from this knowledge deeper understanding. It is recommended to determine a set of customer personas. A customer persona is a detailed profile of a fictional person to help you visualize a segment of your target market.
For example, a brand like Gene Lilly’s Pools, Spas & Games could have a couple of customer personas. A busy father, who travels a lot, but still wants to provide healthy and fun activities for his family. A young couple, who work full time, but want a relaxing place to recharge their energy.
Each of these would require slightly different approaches when developing content. You can also check Raving Software portfolio for other examples.
How to best convey my message
Regarding your content, some concepts appear inherent to your brand. In our pools and spas example, it could be health, fitness, well-being, relaxation, fun, family, etc. These themes support the creation of content and provide directions for your storytelling. Keep in mind that your content should speak to the interests of the audience while staying true to your brand essence — not focused directly on sales.
Now you have a meaningful message you need to focus on conveying it using the best channel or medium. That is where you can tweak the impact and reach of your message by implementing your Social Media strategy. To do so, you wish to select the most appealing social platform to your audience.
For example, you are targeting an audience ranging from thirty to fifty years old, Facebook and Youtube may be your weapon of choice. On the contrary, if you were to aim at younger adults, you should definitely consider Instagram or Snapchat platforms.
The key is to match content formats to your objectives.
Content Marketing and Search Engine Optimization (SEO) work hand in hand to achieve synergy thus higher and more efficient results.
Resources: “The 6th edition eMarketing textbook” from Red & Yellow.
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