With fast-changing SEO algorithms Google consistently improvises on to cleverly help searchers get access to only the most relevant and useful information, content is key for any business wanting to succeed in hauling and sustaining visitorship online.
Former SEO strategies that rely heavily on identifying “keywords” and popularity of their searches, are getting increasingly ineffective in drawing traffic- a trend observed, sending marketers all over Singapore into fluster and panic. Generating merely associative or relevant content is no longer enough to draw, impress or even reach an audience, much less the ability to convert them into consumers.
Hence, the emphasis on content marketing has never been more impelling or urging; if a business hopes to survive in this digital era and strategize ahead to combat competitors in increasingly competitive markets.
Content marketing, essentially focuses on producing and disseminating high quality content that targeted audiences can resonate with, are fore-telling and effectively applicable in close variations of primary searches. 2016 Market research findings* conclusively reported that content when tailored valuably, launched strategically and in consistent efforts, directly accrues high conversion rates.
The Content Marketing Insitute defines content marketing as, "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action".
Why are most companies failing in attempts to incorporate content marketing into their business?
Today, we provide an insider’s perspective and shed some light on this perplexity.
First of all, though most companies recognize and are urged to publicize better and more attractive content, their improvements remain ineffective in rendering online traffic.
Why is this so?
This is due to their lack of understanding of the workings of inbound methodology; the 4 stages it comprises- Attract, Convert, Close and Delight. Fluffing up and enhancing your content is sadly ineffectual if its crafting process remains unpremeditated, disorderly and vagrant.
Crafting content in congruity of specified objectives in individual and throughout stages of the inbound methodology (attracting the right visitors, converting them into leads, nurturing them to the final stage of conversion), will then effect successful content marketing.
Content fuel each of these stages and bind them as a continual process. The essentiality of producing exceptional content is thus, unequivocal.
So, how do you create high quality content with a purpose?
We breakdown the content process into 4 steps for your easy understanding:
1. Plan your content
Structured crafting with the objective of driving profitable customer action ensures your content’s relevance and success. To achieve that, it is necessary to plan your content’s purpose, format and topic accordingly.
2. Create your content specific to your desired audience
Decide your target audience, who you are trying to reach with this content. Content should be tailored to what this audience finds interesting or helpful. It is also imperative that you study all 3 stages of the buyer’s journey- Awareness stage, Consideration stage, Decision stage. See where your content fit in most appropriately to effectuate the ideal action of your audience at their different buying stages.
3. Distribute smartly
Your content is only as good as its delivery. How relevant your content is, depends on the appropriation of the delivery channels and methods you choose to deploy. While websites and business blogs are good host channels, social channels function well for large-scale promoting. Calls-to-action (CTAs) entice visitors to access your offers, while Email serves as a communication tool for disseminating information to existing customers regarding any feature updates or new content pieces.
Evaluate if what you’ve done in the first 3 steps are working. Analyze what worked and what didn’t. Use insights from every result finding to improvise on your next content creation. Repeat what you identified as effective, revamp what wasn’t.
Boost and revive stale and stagnating sales! Shape up your business with the latest digital marketing strategies for an edge over competitors in the upcoming year of 2017 now!
2016 Market Research Findings*
Asia Pacific Content Marketing Report 2016
Content Marketing Institute 2016 Statistics Findings