27 / January 2016, Matt
As recently as fifty years ago, marketing consisted primarily of television, radio, and print advertising and word of mouth. People learned about products through friends and a limited range of media options. Today, though, no matter what the product or service, the options available for the consumer, and the number of competitors for every business, have increased exponentially. Before advertising can persuade anyone to select your company, you have to find a way to get noticed.
Enter content marketing. Content marketing consists of regular, strategic delivery of interesting and relevant content as a tool to attract, motivate, and retain customers. 1st in SEO will work with you to create effective content on an ongoing basis to generate effective traffic to your website.
All of this change created some turmoil in the online marketing world, particularly among those who had become proficient in the “tricks” that were once so effective at getting website visitors. The upshot, though, is that those who put time and effort into creating a useful experience for visitors, rather than merely plugging in key terms and luring people in to underdeveloped sites.
In a world where information flows constantly, continuing to add information is vital to the sustained success of your online presence. A blog post or article on your web page can be optimized with keywords and backlinks, but if you don’t supplement your website with new information, your rankings will soon drop.
A key part of content marketing, then, is to continue to produce fresh writing. When you work with 1st in SEO, we will work with you to not only produce good writing, but to use a combination of cutting edge and evergreen information that gives potential and current customers a reason to keep coming back.
This matters for two important reasons. First, when people are attracted to your website, they will visit and give you more of their business. They see expertise and enjoy the reading experience, and as such keep your company top of mind. Second, the search engines rate sites higher that continue to produce new content. This means that the more new, relevant content you create, the better chance you have to both gain new customers and retain the existing ones.
For you as a business owner or manager, this means the content should always give someone a reason to come back, and a reason to believe that you know what you are doing. Political commentary might make sense if you run a political consultancy, but may not be a good move if you sell shoes. You want to engage your audience not with random information or bits of cleverness, but with something related to the reason they are looking for your company.
1st in SEO works first to understand your business and your customers. Content marketing requires an intelligent approach to writing that not only fits a set of keywords, but fits the expectations and needs of each client and those who would benefit from its products and services. We listen and learn, and then work with you to identify the kinds of information and topics that your existing and potential customers would find most useful. We will then convey in an interesting way the expertise you have in your market space, and in doing so help you excel in your marketing efforts.