As we reported last month, the impact paid search and banner advertising has on driving traffic to your website, when compared to traffic originating from natural search (your website appearing in organic, non-sponsored results) is not only much less than it was before but is actually shifting from the former to the latter.
It’s no surprise therefore that businesses, large and small, are currently reconsidering their onine advertising spend as they try to work out which sort of activities will make them appear more often in natural/organic Search Engine Results Pages (SERPs).
For those accustomed to updating their brand messaging on a monthly or quarterly basis, the notion that content marketing requires weekly attention to be truly effective may harrow them with fear and wonder. However, it’s really not as demanding as it sounds since like most things its more about quality than quantity, at least when you first get started.
Just like many brands found with social media, when it comes to producing engaging content people will want to read getting it right is not nearly as easy as getting it wrong. Before you go jumping onboard the content marketing “gravy train with biscuit wheels” you need to stop and think about WHERE exactly do you want it to take you.
Based on our experiences working with small, medium and in-feasibly large companies here are a few pointers to help you keep on the right track.
One of the best things about content marketing being such a hot topic right now is that nearly everyone in SEO or Online Marketing is busy investigating what benefits it can deliver their business. The only danger this presents is that many marketers, perhaps those with proven success in SEO and SEM, attempt to employ similar strategies for content marketing.
It really is surprising just how many people believe the answer to successful content marketing lies in SEO Content. For those not familiar, SEO Content refers to embedding keywords, links and other optimised code in all of your webpages to attract better referencing from search engines.
At the Content Marketing Summit last month in Chicago, leading marketers from IBM, Symantec and Rise Interactive discussed content-marketing strategies that actually work. All three agreed that to succeed in the evolving digital landscape, marketers must create content that is easy to find and consume and compelling enough for the consumer to share with a larger audience.
At Influencer Community we offer our QUEST content strategy model to enable all of our clients implement content marketing campaigns that meet these criteria.
In the wake of the latest update to Google Panda, it’s now even more uncertain when the update happened and to what level it has affected how your website is ranked in Google search.
With many website managers worrying about how this affects them probably the most significant point made in the recent ContentPlus article was the following: