Content Marketing

First things first, what exactly is Content Marketing? To explain it simply, content marketing is the idea of getting your message across to customers without directly advertising to them, but instead, communicating with them through free content that attracts them to your product or service. One way this is often achieved is through blogging. Other ways include podcasts, social media, online communties. websites and more.

A key factor needed in successful content marketing is the ability to understand your audience; learn how to speak their language and discover how to think like they think, as this is the surest way to effectively appeal to them. Knowing the type of people you are targeting, the keywords that appeal to them, and the competitive landscape that you operate within, will help to narrow the focus of your content marketing energies. Recommendations for effective content marketing include building an audience that trusts you and values your knowledge and acts as sort of spokesperson for you; a testament to your legitimacy, reinforcing your credibility and allowing you to reach out to more and more individuals. This is not possible without actually being an authority on your topic, as it will only be a matter of time before people began to discover and understand that you are a fraud if you are simply trying to stumble your way through by deceiving your audience into believing that you know more than you actually do. Knowing your topic and consistently demonstrating your knowledge in it using a language that appeals to your audience will build followers.
Having more individuals following you and linking to your page will have the effect of increasing your legitimacy in the eyes of the Google and thereby rewarding you with a higher listing on Google search.

Of course, it takes more than just authority and credibility to capture an audience. It takes dynamic content: graphics, readability, searchability; everything and anything that captivates the reader and makes them come back for more. These days readers are picky and options are endless, so the more focused on consumer needs a content marketer is the better. Following Analytics and discovering what content drives readers to stick around and then revisit your site are imperative if one wants to succeed in the vast ocean that is the internet. Lastly, content marketing is dynamic, there is no static solution and therefore a writer must be constantly watching and learning in order to stay in the game.

One of my favorite examples of Content Marketing is Subaru Motor Company's "Dear Subaru" forum. Through Facebook (or the Subaru website), Subaru owners can upload a photo and tell personal stories about their Subaru car. This activity encourages brand loyalty as well as camaraderie between Subaru owners which helps to ensure that they will stick around as future customers.