Defining Online Content Marketing
When companies are formulating business strategies to propel their growth, one area that you can’t overlook is the online content marketing. The current technological landscape, according to a survey by Global Digital Suite 2018, is such that the world for the first time has over 4 billion people wired to the internet. For businesses, therefore, this is a robust market to take advantage of with a potential client base not limited to geographical boundaries.
Internet marketing is the process of promoting a business and the products and services it offers over the internet using the apparatus that help drive traffic, leads, and sales. Web and content marketing have been used interchangeably to define this kind of practice with the latter being associated with the marketing strategies that a business assumes for the present and future. The Content Marketing Institute’s definition on content marketing is: “A strategic marketing approach focused on creating and distributing valuable, relevant, consistent content to attract and retain a clearly defined audience- and, ultimately, to drive profitable customer action.”
Online Marketing Tools
1. Search Engine Optimization
Search Engine Optimization increases the quality and quantity of traffic to your website through web search engine results to improve a company’s visibility. This method of marketing uses algorithms associated with certain words or phrases that are relevant to what your company is offering. They are then optimized such that when a person is doing a content search related to your product the company will come up with the result.
For example, Canon, which is a company that deals in cameras, has optimized the search keyword “photography” on Google, Yahoo, or Bing search engines such that when an individual search with that keyword Canon website comes up.
2. Social Media Marketing (SMM)
Here the company takes advantage of the social communication sites online to promote their products and services. Social media has been a pivotal form of digital marketing because it allows the target audience to give feedback and share the information with their circle in the way of recommendations. For a business, you must you stay up to date and stay relevant to current trends in order to establish a strong presence in the social platforms and more exposure. Also, the business should not just rely on one form of a social media profile, but multiple channels since customers are across the divide.
Examples of the social media sites are Instagram, Twitter, and Facebook, which together more than a billion users across the globe. Nike is an example of a big brand that is using Instagram and YouTube to post athletes wearing their sporting apparel. Social media statistics show that Facebook users consume over 8 billion videos each day.
3. E-Mail Marketing
In this method, a company sends direct commercial messages through the electronic mail to the clients in its contact list and other prospective customers. This type of marketing is targeted advertising that is used by the company to make advertisements about the product or service offered or request for business deals. This form of content marketing is profitable when the company wants to develop relationships with their clients.
Whole Foods is an example of a company that uses emails to give their customers information on their products and any developments in the business.
4. Search Engine Marketing (SEM) and Pay Per Click (PPP)
In search engine marketing, the company advertises their content through purchasing ads that run on other websites. The business only pays for impressions that result in people visiting their site making it an efficient and cost-effective tool. Pay Per Click also operates under the same model where a business solicits service of an internet advertising model to drive traffic to their websites through the internet searchers clicking their ads.
How To Get Online Content Marketing Right
Always put the customers’ needs at the forefront, in line with that old adage that “The customer is always right.” This might not always be the case but the customers’ needs are of utmost importance. If you keep this in mind, you will earn more clients because people always want to feel appreciated. I in defining your product and the particular target audience, bear in mind the customer needs and what problem you want to solve for them. Also, think of how to make your product stand out because chances are there is also another business offering a substitute.
2. Give Quality Content
Never compromise on the quality of the product or service you offer; many clients would tell you that most times it is not about how much they spend but whether they get value for their money. A quality brand does not need much advertising as it will definitely sell itself through re-purchases, customer referrals, and recommendations.
3. Five W’s and How
The “Five Ws and How “are Who, What, Where, When, Why and How are questions that every customer would look for answers in your content you provide. This will attract your customers to your content. It is essential to have these questions and relevant answers. For instance, an article on rear wheel drive cars can make you curious to know the answer of “What” you can benefit if you consider to buy a rear wheel drive car.
4. Stay Current
With the business world changing at a very fast pace it is essential for a business to mold their products and services to match the current times because what works today might not work tomorrow. The business then should be flexible enough to adopt new ways of giving appealing content to the customer in line with current needs.
5. Showcase Your USPs
Always display you unique selling points (USPs) on your website pages. Your selling point has to match and exceed the expectation of the consumer in order to push the competitors’ products to the back of the consumers’ minds. For instance, if you have a cruise business and offer cruise wedding, then your page should showcase all the benefits that the customer would lookout for and which he may not find in your competitor’s website.
Reasons Why Global Marketing Is Profitable
1. A Global Reach
The internet being virtually everywhere gives the business an edge to reach clients across borders. Also, the company gets long-term exposure once the company’s website is well established in the search engines.
2. Measurable Outcomes
Online content marketing can be evaluated through traffic analysis tools to determine its effectiveness, through checking of rankings, indexation, and traffic, a return on investment can be calculated. The graphs that illustrate the outcomes show the leads and sale conversion from the marketing tools applied.
It is evident that content and online marketing go hand in hand and for one to establish a profitable venture the two must work concurrently. In this age especially where there is stiff competition in businesses it creates an opportunity for business owners to build a brand with a “voice” and capture the attention of prospective clients.