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How to Use Content Marketing , SEO

Content marketing can often seem like it exists in its own world. Content Writing SEO Services Chennai

While intrinsically linked to advertising and the rest of the digital marketing spectrum, the lack of a clear monetisation structure often makes for a lot of conjecture about its worthwhileness. However, in my time as a content marketing specialist, one thing has been proven to me time and time again:

It works, but not in the way many people assume.

Once again, the fact that content marketing often exists outside the realms of basic advertorials can cause a considerable amount of confusion; both for marketing specialists and their clients. So, the question inevitably becomes “how does content marketing increase leads, sales and ROI?” which is what we’re going to get into today. Content Writing SEO Services Chennai


Before we get directly into leads, let me ask you a question:

What makes people trust your business over its competitors?

Let’s face it; for the most part, every business will be competing against a variety of other ventures offering similar services. So, you can’t necessarily base your entire business plan around how good your service is. Customers need a reason to believe that your business is both an authority in its field and a place that they feel comfortable supporting. Content Writing SEO Services Chennai

That’s where content marketing comes in. Building your content portfolio not only gives your potential customers more ways to find and interact with your business, it (if done well) creates a consistent voice for your customers to gravitate toward.

When Has This Been Effective?

Let’s take Dove as an example. As one of the leading personal care brands in the world, with a history spanning over half a century, Dove had already cemented itself as a household name. However, with 2004’s “Real Beauty” campaign, they brought their brand nearer and dearer to the hearts of a generation through their body positive messages.

Utilising a mix of traditional advertising and digital marketing, this well-established brand managed to completely reinvigorate the perceived image of their company in a way that has managed to last over a decade. By creating a tone of support and empowerment, the shadow of this image now spans far further than their products themselves; forcing other large brands to follow suit as to avoid being left in the dust.

Why is This Important?

With this sweeping image taking the advertising world by storm, it’s easy to forget that, taken away from their marketing, Dove are simply a large personal care brand under the Unilever umbrella. The fact that Dove is owned by Unilever is especially important, especially when you look at the other brands that share said parent company. Content Writing SEO Services Chennai

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Source: Huffington Post

Many are surprised to find that Dove, with its powerful female empowerment message, is a sister company to Axe/Lynx; a male-oriented fragrance brand that has been criticised for being misogynistic throughout its history. The fact that Dove has managed to use their content marketing campaigns to minimise association with this negative press is a fantastic example of how shaping your tone can be used to widespread success.

So, we’ve talked about how content marketing can increase interest in your brand. Now, how can it help you turn those leads into sales?

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In recent years, publishing content has become a vital part of many companies’ marketing strategies, and for good reason. With that said, this doesn’t mean that every company is doing it right. Content marketing is an ever changing beast; with strategies that were effective even 5-10 years ago quickly falling out of favour.

What I’m trying to say is that content marketing can be used as an effective way to drive sales, but only when used smartly.

How Can Content Marketing Be Used to Drive Sales?

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Whether you’re referring to internal or external content (content that exists on your website or on other platforms), content marketing offers a variety of benefits for your sales strategy. These include: Content Writing SEO Services Chennai

  1. Attracting Website Traffic Through SEO

When it comes to online traffic, search engines are the gatekeepers of success. Gone are the days of people finding websites by typing in a URL, with 1.2 trillion worldwide Google searches per year making up a bulk of online searches. Therefore, as a business looking to drive sales in the online landscape, your goal becomes finding ways to get noticed and ranked highly by these search engines. Content Writing SEO Services Chennai

So, how do you do this? Content Writing SEO Services Chennai

While there are a variety of tactics that fall under the SEO (Search Engine Optimisation) umbrella, one of the most effective tools for search engine success is link building. In short, link building is the process of ensuring that your business is being linked to by reputable websites. What factors go into a website being deemed “reputable” can differ wildly, but things like traffic, relevance to your service and domain authority all play a part in how effective a site will be.

This is one area where the distinction between old and new content marketing tactics comes into play. Back in the 2000s, link building campaigns ran rampant with keyword stuffing, spammy links and useless content that only existed to try and get websites noticed by search engines. However, with several updates to Google’s ranking algorithm, businesses who were utilising these shady tactics were quickly weeded out and penalised.

In 2018, the link building landscape is a completely different place. With relevance, keyword placement and the health of your link portfolio all playing a pivotal role in your campaign’s success, the era of high quality link marketing has arrived.

What Does This Mean For You?

It means that the success of your campaign hinges on the quality of your content, and your ability to perform meticulous keyword research. A well-written blog on a highly-regarded site that links to your service from a relevant keyword that gets traffic on search engines is likely to provide you with exceptional results. With that in mind, having an experienced copywriter as part of your marketing team is exceedingly valuable.

  1. It Helps Customers Understand Your Service

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When we use the phrase “help customers understand your service”, we’re not necessarily referring to simple product descriptions and pragmatic details about the service itself. Each service exists to fulfill a want or need, and both onsite and offsite blogging allow you to flesh out the reasons that someone may want to interact with your business. Content Writing SEO Services Chennai

So, How Do You Do This?

For several years, I worked as a content marketing specialist for a web scraping company.  I will avoid naming the business in question. But  it’s an excellent example of how to explain the need of a service. Content Writing SEO Services Chennai

I’m sure you won’t be surprised to learn how few people know why web scraping is a worthwhile service. Whilst explaining the intricacies of how data extraction and website crawling works would potentially draw the interest of some consumers, it still doesn’t explain why you should use it in a relatable way. So, we took another tact.

As opposed to writing blogs about the service itself, we focussed more on finding examples of scenarios where this would be effective. From blogs about how marketing intelligence can benefit your marketing campaigns, to articles on why competitor analysis is a vital part of any ecommerce store, we successfully developed a portfolio of written content that worked in two ways:

  1. It sought to justify the existence of this service with real world examples of its use.
  2. It gave the impression of authority for those that read these pieces.

That second point is more important than you may initially think when looking to drive sales.

  1. Authority, Trust, and Reputation

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To find success as a business in the digital landscape, there are three elements that you need to develop:

Trust – The Internet is flooded less-than-stellar products and fraudulent services. You need to be able to ensure that potential customers believe your business to be trustworthy. Otherwise, they are almost certain to look elsewhere for your service.

Authority – When working with a business that will be providing important or highly-technical service understand every facet of their field. People are unlikely to gravitate toward a business that has no proof of their expertise.

Reputation – This can often come down to reviews and word of mouth. This seems like a simple area. But isn’t always the case. There’s a lot that can be done or neglected to shift that balance in either direction.

These are the three pillars of any good business. Somethings come naturally once your business is large enough. That doesn’t mean that any successful business today is resting on their laurels. Brands like Nike spend a considerable amount of time, energy and resources ensuring that the boons of their products never stray too far from the hearts and minds of their audience. So, whether you’re a fledgling startup or a multinational conglomerate, keeping your business alluring to your target audience is vital. Content Writing SEO Services Chennai

How Can Content Achieve This?

Both online and offline, content is your human connection to your audience.

Through the use of words, videos, images and website, customers will draw a personality from your business. People prefer to support businesses that they can identify with.

Your goal should always be to create a voice and tone that is consistently appealing to the customers. With that said, don’t assume that you understand exactly what your target audience is looking for. A little research can go a long way when attempting to identify topics that will interest audience.

In this instance, keyword research is your friend. Services such as Hubspot and Google Analytics will allow you insights into what people who are searching for your services are interested in. A content plan that you can flesh out based on how your audience interacts.

WordPress  offerz a wealth of analytical data, including bounce rate and average view time for specific pages. This is a great overview of whether or not your content has peaked the interest of readers. A long view time and low bounce rate means people are sticking around. Alternatively, if your readers are disappearing after ten seconds, it’s probably time for a change.

How All of This Affects Your ROI

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While I can give you all of my views on the subject, the question that everyone asks is the same:

“How do I earn more money from this?”

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In the end, most businesses exist solely to make revenue, so understanding how to monetise your content marketing efforts is an excellent way to wrap things up. PPC and traditional advertising have a very clear line between the action and customer conversion. But content marketing is less direct. This makes it difficult to explain as a money-making effort, but it’s also its greatest benefit.

Content isn’t about frantically trying to convince people that your product is the best. It’s about giving your audience something to gravitate toward; something human. Content Writing SEO Services Chennai

It’s a vital part of defining your image and differentiating your business from competitors. Building the image of your brand can be the deciding factor that makes people trust and support your business.

Content Writing SEO Services Chennai

Content isn’t just a worthwhile investment. In many cases it’s integral to your success in the online world. Your business is trying to connect with people, so give them a reason to connect with you.

— Articles Source : JustCreative

This article was contributed by Nathan Elly, who runs the Digital Marketing Agency, Digital Next.

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