What is content marketing and how can a company make more money using it?
Content marketing is a marketing strategy that empowers you to attract new business and build up your brand awareness by making available beneficial information to possible clients in a convincing but neutral format.
The freshest studies indicate that people find usual advertisements pushy. Even sponsored online content -- news stories that are highly self-promotional -- is being favored over contentional advertising. This is where content marketing arrives in the picture.
According to a report by Roper Public Affairs research company, 80 % of business decision makers choose receiving company related material from articles in lieu of advertisements. 70 % state that content marketing makes them feel closer to the company publishing the content. And, well over a half admit that content marketing assists to make more effective buying choices.
There are literally about 20 frequently ordinarily used content marketing instruments. You can produce articles or license mainstream media's content and place it on your website. You can generate instructive videos, send out email newsletters, arrange webinars, keep blogs or try to get published in the mainstream media by resorting to conventional media relations activities. You can even write white papers or research reports and engage people in social media.
These are all valuable tools, but... let's face it. Do these traditional content marketing tools really enable you to attract highly qualified leads that you can convert to additional business?
News Portals -- New Content Marketing Tool
One of the best and newest tools in the content marketing toolset is a professionally built news site, which discusses issues that your potential clients find relevant and interesting. The content marketing news site is a separate website that appears and seems objective and neutral, but the true purpose is still to generate highly qualified leads that are showing an interest in issues connected to your products or opportunities and solutions. There can even be a pitch at the end of each article that refers people to your own website, or a contact number to call to get more information. These are things that you will not have the capacity to complete with the traditional media unless you utilize self-promotional advertorials or sponsored news, which can get pretty expensive.
In a way, this sort of a news site is a lot like owning your own unique newspaper, trade publication or other news media and being in charge every word in it. It is content marketing at its best.
There are numerous things you must think about when producing a content marketing news site.
First, it will have to look like a real news site -- otherwise it will not sound credible and objective. In other terms, it can't be a self-promotional blog where you promote yourself.
Secondly, your content must be unique. In other terms, if you purchase licensed content from content marketing companies and place them on your company's site, they are just replicas of articles that have already been published in the mainstream media. Search engines such as Google, Bing, Yahoo or Startpage will not count them as unique, and neither will your readers, i.e. your potential customers. This has a negative effect the traffic you can generate to your news site.
When you create content, remember that articles on your content marketing news site must still look trustworthy and they should be valuable to your potential clients.
Thirdly, you have to continue publishing new articles almost on a day-by-day basis. This way, your new potential customers learn to come back for more important info and learn more about your business regularly. And, from the online search engine's perspective, your site is being updated very often, which may help you improve the ranking of your site.
Finally, there is the keyword issue. If you search engine optimize (SEO) your company website, you will ought to stick to just a couple of keywords you prefer to be found with. With a separate news site, each story can possibly be optimized with a separate keyword, a keyword combination that associates with the story and to what your company is doing.
For example, if your firm. your company sells amino acid dietary supplements, you probably utilize those three words as your website's primary keyword phrase. The news site, however, might have keyword combinations which include "L-Glutamine and alcohol withdrawal", "Amino acids and mental health" or "GABA for relaxation". Your news site may eventually be found using hundreds of different search queries.
What does this mean to you? You have just generated a formidable marketing way to gather highly potential sales leads that you will translate into sales thus boosting your bottom line.
If you really hope to improve your content marketing activities, news portals are the way to go. Why simply tweet with your existing customers, if you can make a tool that relentlessly searches for new business and continues to bring highly qualified leads to the table day by day!
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