Content has always been king, and this belief has become a rule ever since Google rolled out the Panda update. Although website quality is the sum of all elements found on a webpage, plus all the technical matters that occur on code-level, a large part of it is attributed to the content published on page. It is what people see when they click on your link, so it becomes a major basis or reason for the users’ behavior (which can be observed based on the time they spend on your page, bounce rate, and conversions, among others) while they are on your website.
Google has wanted nothing less than presenting the best possible results to its users, and that campaign has heightened during these last couple of years as evidenced by the algorithm updates it implemented lately. These updates were designed to encourage website owners and SEOs to concentrate on user experience and content quality over link baiting, keyword stuffing, and other similar practices that manipulate page rank (collectively known as black hat practices). Many of these practices that are now heavily frowned upon by Google used to be acceptable (if they go unnoticed, of course) but since they can now cause penalties for a website, alternative strategies have taken the limelight.
Content marketing is one of them. It’s not a new marketing strategy, but it became more popular and widely practiced after the more stringent rules were laid out by virtue of the Google updates. Content marketing is the generation and marketing of different forms of media content for the purpose of attracting and engaging consumers, with the end goal of generating leads or conversions.
Content Encompasses All Media
One of the common misconceptions about content marketing is that it only involves writing and dispersing articles to article directories, blogs, and forums. As mentioned in the definition above, content marketing involves different kinds of media: text, video, image, and audio. Writing is only more popular because articles are the easiest and quickest to produce.
Overcoming this misconception will open so many doors and options for your content marketing campaign. For instance, you can venture to video production. Graphic designers, videographers, and photo editors in your staff can produce marketable video content. The same team can work on infographics, a very popular form of image content today not only because of their visual appeal but also for the statistics and facts they contain. You can host live podcasts and record it to be made available as audio content.
The beauty of content marketing is you can also earn an income even as you promote your brand, company, or website. This is another common misconception—or more appropriately, an oversight. In this day and age, when resources are often limited and efficiency is of the utmost importance, it will greatly benefit you to generate both business and profit from content marketing.
Mistakes to Avoid
1. Withholding your content from competitors.
- It is inevitable that your content will be viewed by your competitors, so don’t look at the situation as giving ammunition to your competition. You can actually benefit from this because your content will be considered as legitimate and credible source information. Newer websites will be looking for inspiration from existing articles from general directories. If your content is marked as a useful source multiple times, it will bring your articles to the fore.
2. Limiting yourself to written content when you have the capacity to produce other forms of content.
- If you have the staff mentioned above, plus the resources and time to produce other types of content, do it. It will broaden your scope of content marketing, not to mention provide you with more material for social sharing.
3. Not incorporating Facebook, Twitter, and Google+ in your content marketing plans.
- Speaking of social sharing, it is important to have accounts in at least these three social media sites. It’s no secret that content marketing today is largely powered by social media sharing.
4. Neglecting to enhance branding.
- Content marketing is an excellent opportunity for branding. The bulk of your articles, videos, and infographics will likely contain general information regarding your niche, but don’t pass up the opportunity to do branding. There’s no need to do a full-blown sales talk. You can inject your brand tagline or use a part of your company logo as a border for your infographic. This is the part where you should get creative and be clever in branding.