A Content Marketing 101 Guide

Content Marketing 101

Content marketing is a holistic inbound marketing tactic that combines many digital marketing service lines, using SEO, Social Media, Paid Media, and Creative/UX best practices to develop and promote unique, high-quality content.

CONTENT MARKETING DEFINED

Content Marketing

The definition of “quality” will vary somewhat depending on the client, industry, target audience, and content format.

However, the content we strive to create and promote should share some important characteristics…


What is “Quality Content?”


What is “Quality Content?”

• Well-written (or designed, or filmed), researched, and accurate

• Original; not plagiarized or duplicate content

• Relevant to the brand’s industry and of interest to their target audience

• Promoted on channels/mediums that are appropriate for the topic and format

• Follows SEO and channel-specific best practices

Content marketing is so powerful because it allows brands to reach their customers at all phases of the sales funnel.


With CM, businesses can reach a new set of consumers by publishing and promoting their branded content on the sites or the social networks that consumers already use.

In many cases, a blog article, infographic, video, or social promotion may be a consumer’s first introduction to the brand.

Top of Funnel


Content that’s geared toward mid-funnel consumers should address the specific needs, questions, interests, or pain points of prospective customers.

It needs to answer their search queries, solve their problems, and ultimately position the brand as a trusted thought-leader within its industry.

Mid Funnel


Bottom of Funnel, and Post-Purchase

Once customers are primed to convert, or after they’ve already converted, serving them with highly engaging content that they want to share will inspire them to become brand evangelists, generating truly “earned” media.


Okay, so we need to get brand content out in front of consumers… but how do we do it?

CONTENT MARKETING TACTICS

Content Discovery Networks

Brands can get their editorial content in front of new audiences by syndicating links through networks like Outbrain, Taboola, and others.

These links are served on major publisher sites like CNN, People, NBC News, and many more, and they drive readers back to the client’s website or blog.

Links are paid for on a CPC basis and usually range from $0.30 - $0.60/click.


Promote

High-quality blog posts

Timely news articles

Whitepapers

Slideshows

Educational, informational, or entertaining videos

Infographics or other compelling visual content

Avoid

Website home pages, category pages, product pages, etc.

Press releases

Advertising/sales content

Plagiarized or otherwise poor-quality editorial content

Offensive content

Certain tightly regulated topics such as alcohol, medical, gambling, financial services, etc.

What Content Types Can You Promote?


What Content Formats Can You Promote?Good UX

Content that lives within the HTML of the page

Primary content is visible above the fold

Copy and images are clear, crisp, and legible

Copy is well written and free from grammatical errors

Timely news articles are less than two weeks old

Intuitive navigation to other site pages

Prohibited or Discouraged UX

PDF-only content

Content that must be downloaded

Content that requires payment or form-fill before it can be viewed

Pages that have pop-up or screen-takeover ads

Pages that are dominated by sales/advertising copy and CTAs at the expense of the editorial content

Low-resolution, blurry images or video

Illegible or poorly crafted copy

Shell websites, or sites that have limited navigation


Content Discovery Networks

PROS

• Drive a large volume of traffic to client’s content pages for a low price

• Expose a new audience to the brand

• Ability to cookie all new visitors for retargeting

• Visitors may organically share content after reading

CONS

• Traffic may not be highly tailored or qualified

• Very limited targeting options

• Very few direct conversions will occur

• High bounce rates

• Links are no-follow, therefore no direct SEO benefit


Native or Sponsored Content

“Sponsored content” allows brands to publish their own high-quality articles on participating media sites and blogs.

In contrast to content syndication networks, this method allows consumers to read branded content directly on the websites they already visit, like, and trust.

Pricing ranges by publisher, but it typically costs multiple thousands of dollars for content placements.


Native or Sponsored Content

PROS

• Brand content is published on a site with a large pre-existing readership

• Users do not have to leave the site they like to read the brand content

• Presence on a well-established website can imply that the content is trustworthy and valuable

• Link equity can be passed in some cases, despite Google’s stance

CONS

• Placements can be extremely expensive; minimum engagements can sometimes range from $25k - $50k

• Does not guarantee traffic back to the business’ website

• Very few direct conversions will occur

• Google recommends against using do-follow links for paid placements, so SEO value may be limited


Social Media Promoted Posts

Brands can amplify their social messages to highly targeted audiences using ad formats like Facebook Promoted Posts, LinkedIn Sponsored Stories, and Promoted Tweets.

StumbleUpon also offers a unique model of sponsored Stumbles, or visits, to individual pages.


Social Media Promoted Posts

PROS

• Social networks allow for highly sophisticated demographic and interest targeting

• Can be effective for direct-response campaigns as well as content syndication

• Built-in ability for users to share content/social messages quickly and easily

CONS

• All social networks charge for “engagements” which may not be a primary campaign goal

• LinkedIn advertising is more expensive than other channels

• Some aggressive or pervasive campaigns can lead to consumer negativity


Now you’ve successfully increased your brand awareness among a broad audience of new consumers, and you’ve driven a large volume of traffic to your website.

So how do we start to establish brand recognition, trust, and authority among customers that are actually starting to research and shop?


Optimizing for Readers

As you know, you can’t just write for web crawlers. Once consumers click through to your site, you need to provide content that addresses their true intent and resolves their search query.

Sites should contain a variety of blogs, in-depth articles, case studies, whitepapers, infographics, videos, data sheets, and more.

Helpful, quality content is the only way to establish trust & authority with human, rather than robot, readers.

via Skitch


Optimizing for Organic Search

Targeted, new content is critical for businesses looking to reach current and new customers.

Customers will only discover content through organic search if the content, as well as the blog or website that it lives on, have been optimized for SEO best practices.

Mapping quality content back to key organic conversion pages is critical to garner long-term value from content marketing campaigns.


Influencer Outreach & Partnerships

Influencer marketing, or relationship marketing, is a very powerful way for brands to expand awareness and improve their level of trust and authority among consumers.

While influencer marketing can take many forms across many channels, it requires brands to establish relationships with individuals that have a large, engaged following. Those influencers can promote the brand’s content through partnerships, social messages, product reviews, etc.


Consumers searched for what they wanted and discovered your business, found answers to their questions within your blog content, and read positive reviews of your products from influencers they trust.

They’re finally ready to buy… so how do you seal the deal? And how do you keep them coming back?


Conversion Rate Optimization

When you’re spending a lot of time, money, and effort to drive consumers to your content pages, don’t miss any opportunities to spark conversion.

Brands can optimize their content and blog template with tactics like:• Internal links to product pages• Intuitive navigation to the full site• CTAs• Forms for email signup or sales

outreach• Links to related content


Shareable Content

If consumers share your content with their friends and followers, you’ve earned free eyeballs, potential free links and great word-of-mouth marketing.

Your content will only be share-worthy if it’s highly valuable, interesting or fun, and relevant to your audience.

Certain types of content work better for sharing: short articles, listicles, infographics, videos, memes.


Social Media Messaging

Keep customers engaged and coming back for more.

Social media allows brands to maintain contact with existing fans, share news about new products and promotions, share new content, provide customer service, and even implement customer referral programs.

Any questions?

[email protected]