Why Content Marketing is Important for Your Business

March 20, 2017

Have you ever heard the expression “Content is king?” It’s one that has become very popular in the last decade, especially with the drastic shift in advertising and marketing caused by social media and the internet.

Once, your best means of reaching people was via billboards, TV ads, radio spots, and newspaper ads. Now, the most time and cost-effective methods of marketing is using the internet (social media, company website, etc.).

The internet is designed to be an information superhighway, where people can access anything they want in a matter of seconds. Search engines provide relevant results for millions of searches every day. Guess what those results are? 9 times out of 10, they’re articles, blog posts, and content posted on websites.

If you want to get people to visit your website and find out more about your business, you MUST create content that is relevant, valuable, and consistent. Content allows you to establish yourself as an authority, which increases the likelihood people will seek you out for answers and help. Regular content posting also keeps you in the forefront of potential customers’ minds. If they keep seeing your content when they’re looking for advice or help with a problem, they’ll end up thinking of you when they need your business.

Content marketing is important for customers, as it’s a “soft sell” tactic. By delivering consistent value through your articles, blog posts, and other content, you slowly convince customers to take advantage of your product or service. In this modern day and age, most people prefer the soft sell than the in-your-face “Buy or try my product/service!”

Content marketing also matters to search engines. When people do a search for a problem or question related to your business’ product or service, you want your content to be as highly ranked as possible. The higher the ranking, the greater the chance of a search engine user clicking on your website and reading the article or post. Content allows you to take advantage of people’s desire for more information and knowledge, yet still entice them into buying your product or trying your service.

Content marketing also allows you to build a relationship with your customer. You provide them with daily or weekly solutions and answers to their problems and questions, and that endears them to you. That positive association in their mind will make them think of you next time they need your product or service. Once again, it’s about the “soft sell”.

The internet can be a highly useful tool to promote your business, but you have to learn how to do it right. Providing regular content is the key to being a smart internet marketer!

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  • CoLab Internet Marketing
  • content marketing
  • internet marketer
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  • promotion
  • radio spots
  • search engine
  • TV ads
  • user friendly

Go on Twitter, Facebook, or Instagram around the holidays and you’ll find nearly every brand and company making a holiday-themed post to try to capitalize on the special day. Why is that? What is it about the holidays that’s so special?

Holidays are a time of year people look forward to. They want to relax on Memorial Day, Labor Day, Independence Day, Christmas, New Year, etc. Holidays have a positive mental association in their mind. A smart brand will take advantage of that association and link it to their product or service. A holiday-themed post shows that you are relevant (you create fresh, up to date content), but it also creates that positive association in your viewers’ minds. After all, if you’re as happy as they are about the holiday, you’re no longer a faceless company—you’re an individual like them who is interested in the same things.

There’s a certain emotional appeal to holiday-themed social media posts. People tend to be happier than average on holidays, and each holiday has its own emotional touchpoints. Labor Day is all about hard-working people. Earth Day is about protecting the planet. Christmas is about family. Using those emotional touchpoints in your social media post can help you to connect emotionally with your viewers.

You’ll find that using social media for holiday posts can also foster a sense of community. You can offer a holiday-themed deal to your customers, or simply ask a question to engage them. Use your post to encourage engagement and connection. Remind them what’s important for the holiday and ask them to share the things that matter most. The more interactive the post, the better.

If done right, a holiday-themed post can be highly shareable and buzzworthy. A well-crafted post has beautiful visuals related to the holiday, an emotional message, and an interesting call to action. It can be something as simple as “Tell a family member you love them on X holiday” or something more complex like “Bring attention to a social injustice on X holiday”. Anything can go viral if it has the right message, hook, and visual. A good call to action can encourage people to purchase or click on something they normally wouldn’t, especially when paired with the other components.

Don’t worry about hitting EVERY holiday in the year! Find a holiday that is “on brand” with your product or service, and focus on just that one. Create awesome, engaging, funny, and emotional content for that holiday and hit it hard. Once you’ve gotten the hang of it, start using more and more holidays to drive interest in your brand.

Social media isn’t easy; in fact, it’s a lot harder than you’d think! Being savvy with your social media marketing means learning how to navigate each platform according to its design, features, and user base. If you want to succeed, here are some mistakes you’d do well to avoid:

Giving up too soon.

It’s tough to learn social media, so it may not seem worth the time invested. Oh, so wrong! Social media marketing is currently among the most lucrative and offers a high ROI if done right. Just setting up the accounts isn’t enough—you have to make sure to spend time on your social media accounts every day.

ONLY marketing.

If someone only tried to sell you their product every time you saw them, you’d get sick of them pretty quickly. That’s the same with social media! You can’t just focus on marketing, but you need to engage with your followers and fans with high-quality content. Keep your marketing to less than 10% of your total posts, and you’ll avoid irritating your fans.

Sticking with what works.

If you do the same thing day after day, eventually people will get tired of what you have to say. You need to keep updating content and changing your tactics. Social media is always changing and growing, and it’s vital that you stay current in order to stay relevant.

Cross-posting incorrectly.

Facebook is designed for longer-form content, Twitter is short and snappy, and Instagram is all about the images. Each platform has its uses. You can cross-post content, but it has to be done right or else you’ll irritate your readers. It’s worth taking the time to tailor each post to the specific platform you’re posting to.

Over-automating.

There’s something to be said for using Buffer, Hootsuite, and other automation services for posting. However, if used incorrectly, it can be irritating for your readers and cause them to “unfollow” or hide your content. Plus, automated content doesn’t feel personal—it’s more like a business doing their duty rather than giving interesting, quality content to engage with.

Posting too often or not often enough.

Both are just as bad! You want to engage with your followers daily, but don’t overwhelm them with content and posts. Ghosting your followers will cause them to forget about you.

Posting “viral” but irrelevant content.

Just because an image, meme, video, or GIF is going viral, that doesn’t mean you have to share to get in on the buzz. Make sure everything you post is relevant to your brand!

Millennials (those born between 1980 and 2000) are one of the most important demographics to reach, but also one of the hardest. They have the highest buying power, influence, and social reach, meaning they may be the ones to target if you want to have the biggest success with your product or service.

But how can you reach millennials? Here are a few things to remember as you plan your digital marketing strategy:

Millennials love the latest and greatest.

From the newest hype to the latest social media platforms, millennials love anything that is trending and “now”. To reach them, you need to make sure your marketing content is relevant. Evergreen content has its benefits, but the shorter attention span of millennials means they’re going to focused on current events and trends.

Nothing is hidden.

Millennials tend to be very internet-savvy, meaning they can find the best deals on ANYTHING. Your marketing campaigns have to be built for people who can out-shop anyone, so make sure that your offerings are the best if you want success. If a competitor can offer a better quality product (or better-marketed product) at a better price, you’re sunk.

Be authentic.

Nothing turns off a millennial faster than someone who tries to be “hip” or “trendy”. They’re tired of people trying to “speak their language” and would much rather hear an authentic message. To really engage with millennials, make sure that the message is on-brand. If you can tie your brand in with the current trends, even better. But if not, authenticity is everything.

Sustainability matters.

One French survey found that fully 1/3 of millennials refused to purchase a product that wasn’t eco-friendly or fair-wage, even if the product came from their favorite brand. They value sustainability, equality, and social justice highly, so make sure your offerings meet their standards.

Make it interesting.

Dry news articles and press releases will do NOTHING for a millennial, but a well-crafted, visually engaging image can move products like hotcakes. Millennials need to be engaged visually, using videos, infographics, or images that are bright, appealing, and cater to their shorter attention span.

If your goal is to reach millennials, you need to adapt your way of thinking to meet their unique mindset and perspectives. Done right, a campaign that targets millennials can be highly effective and yield amazing results!

 

Search Engine Optimization (SEO) is the key to being found online. If you are looking to be found on search engines such as Google, Yahoo, or Bing, then you need SEO.

What is SEO?

SEO is the process that affects the visibility of your website or web page on any search engine UNPAID results. The better your SEO, the higher your page ranking, meaning the more visitors you receive. The more visitors you receive, the greater your chance of turning them into customers.

The world of SEO is an incredibly complex one, but don’t worry if you don’t understand all of the elements that go into your SEO ranking or optimizing your website. You’ve got us to handle it for you!


Our Team!

Our SEO team consists of industry experts with over 20 years combined experience in Search Engine Optimization. We have helped hundreds of businesses from startups to multinational corporations establish their presence on the first page of Google and other search engines.

Note: Most web users won’t click past the first page of search engine results, so you want to ensure your website is on that first page in order to increase traffic.

We have a very strategic approach to SEO which requires a full team of experts including content writers, analysts, coders, and testers. We pride ourselves on delivering results with clear and transparent reporting that allows you to track the progress of your SEO campaign in real time. We use only ethical, smart practices that will never result in Google penalizing your website (common with “black hat” unethical practices), and we will build a website around a quality SEO ranking.

Want to find out how we can help? Call us for a free keyword analysis and a demonstration of what we can do!

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