This guest post is by John Abrena of As the Ghost Speaks.
There have been a lot of discussions about what works in the realm of online marketing. Many say that massive link building and the quantity of links still matter, while others focus on optimizing their website to its fullest.
But after Google’s Panda update, there seems to be a talk of a “new” type of marketing which focuses on content.
Content marketing has boomed since Panda rolled out. Website owners looked for ways to build links, to promote their business, and to gain traction and traffic by having great content. But what baffles me is that it isn’t new. This type of marketing has been here longer than most online marketers realize. However, the belief that it’s a “new” system is ingrained in their heads only because, I believe, a lot of site owners haven’t really paid attention to their content until now.
A few weeks back, I asked a couple of online marketing experts about content marketing, and got some really interesting answers. My question? How do you see content marketing as the new face of online marketing?
Rand Fishkin
CEO of SEOMoz
As online marketing evolves, more and more attention and awareness goes to the web’s content—to blogs, to social media, to search results, to videos, to news publications. But, only a fraction of this attention spreads to the paid advertising on these channels. Thus, it only makes sense that as ads become ubiquitous but low ROI, marketing efforts will spread to inbound channels.
Don Rhoades
Owner of The Gonzo SEO
John Doherty
SEO Consultant at Distilled
Michael King
Owner of iPullRank and Director of Inbound Marketing at iAcquire.
Jon Cooper
Consultant reachable via his blog, Pointblank SEO
James Agate
Founder of Skyrocket SEO, the content-driven link building agency
Content marketing isn’t a new concept. Joe Pullizi was recently talking about a form of content marketing which dates back to 1895; obviously it has moved online since then but the fundamental principles remain the same.
Content touches and drives every aspect of online marketing so if a business isn’t investing in content then they will be falling behind. As many businesses (and agencies in fact) have found out recently, link building for example without the production of solid content will really only get you so far and in some cases may end up pushing you backwards.
Tom Demers
Co-founder and managing partner with Measured SEM, a search engine marketing firm that offers paid and organic search marketing consulting services
Cyrus Shepard
Former SEO at SEOmoz, owner of Above The Fold, his own blog
The difference is that many of the “tricks” SEOs have relied on for so long have finally been devalued, too many companies have been burned by Penguin and Panda, and so marketers with an eye towards the long term are waking up to the benefits of producing content with actual value. Take it for what you will, but the shift towards content marketing is a direct result of Google’s war against low quality websites.
Neil Patel
Marketing Guru at Quick Sprout
Ryan Clark
Head Strategist (and all around awesome guy) at Linkbuildr
Content marketing is the “old but new face” of online marketing perhaps, and it basically means lazy marketers are going to have to become creative in their efforts. Being creative will do the one thing I love the most, making your brand stand out from the rest. If everyone likes what they see those coveted links will come in naturally … and yes, that actually does happen. Being creative with your content will also bring in more social followers who will help spread your next masterpiece so keep that snowball rolling.
The other huge benefit of content marketing is also putting a face to your brand, not just a funky logo. Your customers will appreciate experiencing your brand with someone they can relate to and content marketing is the perfect weapon. This is advice myself and our team actually needs to get better at which is why I’m getting forced into doing more videos in the near future.
What do I love the most out of all of it? The fact that you’re not trying to trick any search engines or really care about them at all. It’s all about the user experience here and if you start by pleasing their needs and wants first, the search traffic will soon follow.
Hugo Guzman
Owner of his own title site, HugoGuzman.com
Wayne Barker
Online Marketing Consultant at Boom Online
Bonus!
So there you have it. Now, you ask, how will you shape your content marketing efforts? Which types of content should you focus on? If you are a small business and plan to scale your content marketing efforts, read my previous post about truths in content marketing scaling for small businesses, answered by the same people I mentioned above.
But here’s what you need to know if you want to get started on content marketing:
- Focus on being a brand: whether your business is a small one, or if you are aiming to be a large enterprise, always (and I can’t express how important this is) focus on your branding efforts first. You want to be known as “that awesome company that provides great content,” not just “some random source of good content.”
- Develop a unique value proposition for your business: know what makes your business sell, and what makes it unique. From there, you can build additional content that will be bought by your market. For instance, the other day I was searching for car rental comparison websites and I stumbled upon CarRentals.co.uk. As a would-be customer, I really liked how the home page was set up, and for me, it’s the business’s unique value proposition. Have a look:
Note the following elements:
- They already know what I’m looking for, and make finding it straightforward. They make it easy to choose the date, pick up location, drop off location, etc. They don’t bother with asking your name, address, and other essentials yet. You came to their website to find something, and they help you do it.
- You can choose which currency you will be using.
- Country of residence can be chosen as well.
- You can get a free quote!
- A list of the best suppliers of car rental services to choose from is also provided.
I took the bait. That’s how good the service is (for me). Learn which part of your business/blog is your most valuable asset, and harness it. From there, and with tons of creativity, other forms of content can easily be produced.
- Know your audience: after you identify your unique selling proposition, another very important factor is to know what type of content your audience and would-be customers want. Assess your website assets (current articles, videos, presentations, etc.), then from there work out what content types your audience would enjoy. Some people do not like reading long posts, while others enjoy interacting with you directly. Study your audiences’ demographics to help you decide which content to build.
- Businesses should know how the conversion funnel works: this is important if you wish to really convert your content marketing efforts into something profitable.
- Top-of-the-funnel content should be for promoting your site/business, which works well in forms of guest posting.
- Middle-of-the-funnel content can either be blog posts on your own site or a solid and interactive page with good call to actions.
- Bottom-of-the-funnel content can be your product pages, etc.
Content marketing isn’t new, but as we know, it works. Add your content marketing advice in the comment section below.
+John Abrena writes on his own blog, As the Ghost Speaks about search marketing, blogging, and all the random things on his mind. He is also a marketing consultant for UPrinting.com, a top of the line offline peripherals printing company.