Readable content and copy are the core to get digital marketing flying
Traditional marketing is often less effective than digital marketing and content marketing is a strategic and effective way to communicate with your target audiences.
What is content marketing?
Definition of content marketing (content marketing) is a form of digital marketing that involves the creation and sharing of media and publishing content in various channels. The purpose is to distribute valuable content to customers in order to strengthen their position as the leading player in a specific business area.
Content marketing is a way of marketing your business that is increasingly used by larger companies. The main focus in content marketing, or content marketing as it is also called, is about putting the company at the center by creating editorial content. By looking at the company's needs and helping their customers absorb content, you find new customers and retain existing customers.
Prerequisites for effective content marketing are that you…
- Has a good CMS (Content Management System). If you do not have a good CMS, you need to implement for example WordPress, Hubspot or Adobe AEM
- Creates guidelines and templates for how to write content
- Educates editors how to write for the web and SEO
- Defines goals and KPIs for content
- Reports how the pages work and their ranking on Google
Create editorial content
Content marketing is a strategy that is increasingly used by large brands but also smaller startup companies because it is a method that works and is cost-effective.
When you build a website, you need to have top quality content. The texts created must be readable and distribute valuable and interesting content to potential customers. You also need to constantly go back to old content and update it so that the pages are of good quality. Google's algorithms reward rewards that are current (freshness algorithm).
Through good content, profitable customer journeys are created
Content marketing is a method that keeps visitors on the site, makes them come back and inspires them to buy.
The purpose is often about:
- Increased sales
- Cost reductions
- Increased customer loyalty
Instead of traditional marketing where you pitches your products or services through hard sales, content marketing works to give potential buyers good service, discover fun things by creating relevant information. Content marketing means that smaller brands have the opportunity to dominate a niche with good content. To be able to create relevant content, you need a clearly defined audience that you can reach with your texts.
”3 times more leads come from content marketing compared to traditional marketing”
- Jeanne Hopkins, Continuum Services
Do you have the right content on your site?
The information can be presented in a variety of formats, including blogs, news, videos, whitebooks, ebooks, infographics, case studies, how-to guides etc.
Many companies build information from the inside out and do not think about the visitors to the site but structure their information according to how they are organized. An informative website gives you more visitors and strengthens your brand. Current content with quality means that more users visit the site, which strengthens the business goals and business planning.
Do you know your target audience in depth?
Traditionally, marketers have tried to define their target audiences and create content based on target audiences.
In the inbound methodology, people usually talk about different personas where you try to give the target group demographic data, psychographic data and sometimes even a name. It can be done very complicated especially when you start spreading information in social media to create virtual dissemination.
Other popular concepts are that the marketer looks at the customer journey. In order for this to be done effectively, measuring points may be needed and sometimes marketing automation tools are used.
If you want a lot of visitors to your site, you should research and start with search volumes and do search behavior analysis. By researching the search volumes before writing content, your website becomes significantly more efficient and has the opportunity to meet the right and larger target group. You can identify competitors' search traffic and even perform gap analyzes to identify content that has not been done. One method that is also extremely effective is to create content and talk to customer service and those who have customer contacts to identify and answer the most common questions.
Create and distribute valuable content
An important aspect is that you do not want to ruin your brand by creating bad information without a clear message. All information begins with the language and has a tonality that uses the same language as the target group.
What characterizes "good content"?
- Good content needs to be based on your non-profit target group. Start with the goal of what the company is working on and who will buy it?
- Good content should be helpful, informative and entertaining
- Good content should be published regularly and updated
- Good content is spread quickly and virtually
- Always make sure there is one call to action
- Always make sure to measure your content
What requirements should you as a customer have for the content?
The basic requirements for the content are that the information must be informative and created for your target group - but also that the texts can be spread easily and quickly. Some choose to create personas, ie fictional characters to make it easier to write the content. Of course, the content must be grammatically correct and entertaining for the readers. A basic requirement is that the text be search engine optimized and adapted for search engines.
Some choose to create an editorial calendar, but another method is to use Google Sheet and identify landing pages that you want to build.
Swedish Advertisers has published a document for guidelines in collaborations with bloggers and so-called "social influencers”.
We think that content marketing is about creating new and unique content and reports that are relevant to your industry. We also work with Digital PR to pitch readable content to newspapers and media.
What kind of material creates leads most effectively?
Several companies spend a lot of time producing product presentations, which is rarely in demand. According to a study by the CMO Council report, the most effective formats for obtaining qualified leads are:
- White papers
- YouTube videos
- Analysis reports
We believe that companies need to get significantly better at what is called mid-funnel which bridges the gap between top-funnel and sales themselves. It includes more detailed information for potential customers such as:
- Local pages
- Hyper efficient forms and conversion points on landing pages
- Chatbots to create dialogue directly with customers
Also make sure you use new technologies like AMP (Accelerated Mobile Pages) and Schema. Through schedule, you can be seen in Google search results and what is called snippets.
Content marketing podcast
Editorial content and measurability
Content marketing uses modern methods to continuously improve the content. There are various techniques and tactical methods to be able to scale up content marketing and gain market share. Taking out different types of reports for search engine optimization, trends and content are natural building blocks and mean that the content can be continuously improved and renewed. Read more about how to write one content plan.
Where you publish content may vary
- Own website
- Blogs and other people's websites
- Social media
An important part is to continuously measure your content and produce it KPI:s so you know how the pages perform. It is possible to measure the number of visitors to the pages, but you can also see exactly how your pages work on Google and what ranking you have for the content. In general, you deserve a place in Google's search results based on how good your content is to users.
What laws regulate content marketing?
Writing editorial content gives rise to some difficult questions. From a consumer perspective, it is important that the information is relevant, accurate, not perceived as advertising but informative and authentic.
In Sweden, we have laws such as the Marketing Act that regulate improper marketing and already in 2018 came new EU: directives such as GDPR which entails increased protection of personal data.
Distribution in the digital channels
There are several digital channels that you need to use to distribute and publish your content to your target audiences.
- Organic (SEO) or search engine optimization usually consists of 60-70% of the traffic to a website
- Social media and social advertising
- Google ads mainly the search network but also the display network, the video network
- Display the adg and programmatic purchasing
- Video and YouTube
- Other external websites (referals) and influencers
Work with content in-house and get help from a content agency
Many larger companies have their own marketing department that works with content. They know the company's business concept but often get stuck in internal processes. We believe that by hiring a content agency that specializes in SEO and collaborates with the marketing department, there is a potential to increase visibility even more.
Well-written texts and good content give customers an understanding of the service or product, which gives you business and increased sales. Reaching customers early in the buying process has become increasingly important and marketing departments are working more intensively to put their own company at the center already when customers start looking for information.
Investing in content marketing can be complicated and requires new work processes that often take a long time to complete. But at the same time, there are simple methods so that you get results quickly. One such is to create a content plan or content plan where you have a publishing schedule for the content you need within your niche.
The information must use technology so that it is easy to share content within and outside the organization. Larger companies are usually not organized to create material that is shared on social media.
Do you want to strengthen your existing website?
Do you have little time to catch up? We help you structure your existing site, categorize and optimize the content so that it ranks in an optimal way. By analyzing Google Analytics, we get an idea of how well the site works, but in addition to Google Analytics, we have a bunch of SEO programs that we use. Together we put together which keywords are important to you and make a content analysis and corrections where needed. You can also get reports on pages that have thin content and focus on those pages or pages that do not have metadata
Launch satellite sites and content marketing blogs that strengthen you in your niche! We work directly in your CMS or Webshop and write content and have experience of WordPress, Joomla, Episerver, Magento, Adobe Enterprise Manager, OScommerce and Sitedirect. In our assignments, we preferably work half the time at the company, which means that we have greater opportunities to write relevant content. We believe that information is often available locally in the company and that you must have a close contact to get the right tone in the texts but also be able to get input about the business benefits and what you sell at the company
The goal is to create cost-effective campaigns that reach your target audience
Our method means that you pay for what gives the most results.
- Need to write a content plan based on high-volume keywords on Google? We identify different keywords and write a schedule based on what is requested in your niche.
- We can set up a site in a competitive niche to protect your brand when doing a search on Google search results
- Improve visibility on existing site
- Change website without losing visitors?
We have worked with online marketing for several years in various marketing departments. When we come up with suggestions for texts, we start from how keywords work and drive traffic (what is popularly called longtail).
Content marketing tools
There are a plethora of tools to use such as:
Read about more SEO tools here.
Why hire Expandtalk as a content agency?
Do you want to strengthen your online marketing? We help companies increase revenue by delivering smarter content and marketing for your target audience. Expandtalk is a content agency south of Stockholm that works with online marketing. We work with web agencies and marketing departments at our customers. Examples of the work include content marketing, content analysis, writing editorial texts, white papers, spreading rumors and blogs. The tasks are often to strengthen a company's digital presence through digital PR and technical SEO.
We can support your content marketing strategy and we have flexible and unique solutions.