Content Marketing: What is it and why should I care?
In its simplest definition content marketing means that a company or website would use the content, and when I say content I mean blog articles, infographics, videos, as a marketing tool. Sounds pretty simple right? Well guess what, it is! Anyone can conduct content marketing since all it mainly involves is posting blog articles, videos, or some other form of content. The hard part about content marketing is doing it so it gives you the most return on your investment. Let’s break down of the question of “What is Content Marketing?” into a few steps to help you understand the process of content marketing and how it is the most beneficial step to your digital marketing efforts.
Content Marketing MUST have relevant information!
The information that you supply must be relevant to the users that will be reading it. This seems self explanatory but there are countless examples on the internet that run counter to this idea. If you were running a business that sells homemade craft furniture then you would not want an article about the best chainsaws on your site. That doesn’t pertain to your audience! The number one thing to take away from content marketing is that your content must be something that your target market wants. Now how do you determine what your target market wants? Let’s take a look at that next.
Determining Relevant Content
The easiest way to figure out what your target market wants to see is what would you want to see. What I mean by this is as the business owner you know your area pretty well (I hope!) and what you think would help your audience is probably right. To be certain that what you are producing is going to solve a need for your audience you can perform Keyword Research. Performing keyword research will give you the metrics to allocate your resources of time and money to content that will generate traffic. Through keyword research you will be able to determine what is popular over a certain time period and you can tailor your content to those trends.
At its most basic, relevant content marketing material is information that your target audience finds useful. Whether that is a white paper on the importance of privacy or a blog post on how to choose the perfect engagement ring, your content needs to have value for your audience. – Ruth Hawk – Writer for WEBii
After you have determined which keywords you would like to target you will have a good idea for the subject of your next article. It’s time to sit down and write your content… or is it?
How to Generate the Content
There are several ways for you to generate the necessary keyword rich, relevant content that you will need to drive traffic. The most straight forward way is to conduct the keyword research, produce the content, optimize it for those keywords, post it to your website and all social media, then build in the backlinks to point to other articles within your site. If that seems like a whole lot of work that you don’t have the time to do as a business owner don’t worry you are not alone. This is the niche that a whole industry has risen up to fill. You as the business owner can decide how much, or how little, of this process you want to tackle yourself. You can hire someone to take care of this whole process, like we do here at Ohana Marketing, you can go it alone and do everything yourself, or you can contract out just the pieces of this process that you don’t want to do. You can hire a company, such as Ohana Marketing, to do just the content creation after you know what keywords you want to target or you could hire a company to just do the keyword research and you create the content yourself. There really is no one size fits all solution for content marketing which is why I suggest you drop us a line and we will guide you through the process and give you the tools and knowledge to do it yourself. If you decide to contract out some or all of the work to us then you will know you are in good hands, but if you decide to tackle it yourself you can always come back and we will give the guidance needed free of charge.