Using Content To Enhance Your Internet Marketing

Introduction

Content is king. Yep. It’s an overused phrase but it’s true.

Content marketing is an important part of internet marketing that delivers traffic to your website, builds your community and stimulates visitor interactions.

The internet is built on content and visitors are looking for information that answers their questions, educates them or entertains. Search engines are specifically designed to evaluate and rank content to aid this process.

Businesses that are successful with their content marketing adopt a strategy that delivers SEO benefits alongside providing valuable content on their websites and across social media.

But there’s more. Your content marketing efforts are wasted without well written webpage copy to encourage interaction and response. Your web page copy needs to work hard keep the visitor’s attention and stimulate enough interest to take an action.

If you have joined the Direct Digital Response Knowledgebase you can get a full report about Content Marketing and how you can do it. Click here for free access

Key Concepts of Content Marketing

    • Content marketing involves the free transaction of content – with a high perceived value – in exchange for data / attention / loyalty
    • Used correctly, social media and underlying technologies facilitate the syndication, transaction and consumption of content
    • Regular and relevant content marketing activity can build trust in your company and company credibility in your market.
    • Content marketing is a separate part of the marketing mix and can work alongside PPC, SEO and traditional advertising strategies

Content Is A Strategy

Knowing how content can benefit your business and delivering those benefits needs a strategy. Your business is not in the business of selling content but it is content that sells. Without content, your internet marketing strategy will not work.

A content strategy is based around:

    • SEO: publishing content in a means that improves the position of the website in search engines.
    • Community: keeping your audience updated and engaged with your business
    • Sales: presenting products and services in a way that encourages a response

Content For SEO

Google’s regular updating of its algorithm consistently indicates the importance of content when ranking sites. Websites that feature unique and well ‘themed’ content that is relevant, of authority and backlinked will rank well in Google. SEO content can be published on your website and also used offsite to enhance SEO linking strategies.

Types of content that work effectively include keyword optimised product pages, articles, news and press releases.

Content For Community

Maintaining and growing your community requires regular publishing of content that adds value to their interest in your products and industry.  This kind of content can be published on your website or on social media.

Types of content that work effectively include interviews, email newsletters, exclusive insights and industry-related news.

 

Content For Sales

It goes without saying that your website is used to market your business’ products and services. When used on well designed webpages, creative and user focussed sales content can establish your business as a leader in your industry. Well marketed sales content educates the reader, builds trust, and lends credibility.

Types of content that can be effective in the sales process include white papers, free reports and video tutorials.

 

Getting A Response. The Art Of Copywriting

Web page copywriting for maximum response in its most basic form is simply asking your visitors to do what you want them to do. In an environment of distraction and noise, sometimes the most effective call to action is “click here”.