When the slogan “content” appears on the marketing horizon, the natural association is the production, distribution and management of content, which on the one hand would give measurable value for the recipient, and on the other – would create the desired image of a given brand. So much and so? In practice, content businesses are much more complex undertakings, and potential creators of desired materials have to think twice before placing the first comma or period.
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The power of content
Before we even get into the intricacies of the headline’s tendency to promote, it’s worth asking whether there’s any sense in investing in valuable content. According to the Content Marketing Institute, 42% of B2B companies report that these activities are “effective” or “very effective”, and only 16%. respondents rate the effectiveness of content marketing (CM) negatively.
On the other hand, the percentage of supporters of content marketing does not even reach half of the respondents. Why? Note that the measurements took place in 2014, a period when platforms such as YouTube, Facebook, Instagram or even the blogosphere did not benefit from technical equipment as extensive as today.
Additionally, most content campaign research considers the short-term perspective, and managing valuable content is a long-term investment. It was felt by both agencies, which still 7 years ago in 57 percent. cases placed CM at the top of the agenda (data from Altimeter), along with the customers themselves, who according to Carol Forden – an American marketing and market research specialist – at 78 percent. reported greater trust in brands that distributed unique and personalized content.
What is Content Marketing?
Content marketing simply works – it is a fact whose potential is expanded every year thanks to the development of social media, CMS, i.e. content management systems, as well as Google algorithms them themselves. So is it enough to write a few dozen Facebook posts, hastily prepare a blog or start sending out a newsletter? No, the modern digital world needs something more.
Let’s start with the basics, which is your website. Although fan pages or pages on Instagram are slowly replacing traditional online business cards, even the simplest landing page is capable of giving potential customers measurable value (and motivating them to seek out a product or service). service of a given brand). However, you can’t limit yourself to the simplest website designs and invest in the right UX, ie. user experience. “User experience” when using a website, for example e-commerce, is according to Google research the main selling point, and due to the chaotic layout of the website, up to 62%. the transaction is not finalized.
On the other hand, we also have SEO, i.e. search engine optimization, responsible for e.g. your site’s position in search results. Properly selecting keyphrases and saturating the entire page with them is a relic of the past. Currently, long tail keywords matter, that is, larger compilations of the most strategic words describing a given business. These, in turn, feel great in longer forms, i.e. blog entries, e-books, and guides. It is in this context that SEO Copywriting is the main weapon of content marketers.
Content in fifth gear
We have UX (complemented by UI design, i.e. the design of communication and visual identification language) and SEO Copywriting – what contemporary content marketing requires of us else? Certainly such content that would be readable, understandable and (paradoxically) very simplified. The so-called readability, i.e. readability analyzed, among other things, thanks to the features of popular WordPress plugins such as YOAST SEO, it allows creators to improve their workshop, which will be approved not only by Google, but also by readers less knowledgeable about a given industry.
Thus, the growing deficit of equivalents, participles, or repeatedly coordinated or complex sentences is dictated not only by the linguistic manner of Generation X or Z, but by the real needs of the market – and above all – of algorithms. While in text like this you can afford a longer, unimpeded explanation of search engine preferences, typical advertising materials require some really meticulous refinement in terms of SEO copywriting.
Although a hugely controversial trend, short, snappy, Google-profiled content just works. On the other hand, there is the question of aesthetics and basic linguistic meaning, which does not necessarily eliminate high scores in the so-called SERPs, i.e. search results. Therefore, there is a deep market need for such copywriters who can connect the two worlds – these, in turn, act alone and cooperate with a highly selected group of clients, or join the ranks of relationship agencies experienced public.
Is content marketing worth it on its own?
Content marketing fulfills all the conditions for being in the group of so-called river themes – second only to social media or internet analytics. Exactly, communication on social networks, as well as optimizing content for mobile devices (Facebook flagship according to Empemedia, 96.6% of Poles see it in “mobajl”) – it is impossible to cover all the nuances of the creation of valuable and effective content on several A4 pages.
Thus, this is the first signal that content marketing is one of the challenges that should not be taken full-time after a short training. Not. Activities with optimized content and at the same time aesthetic are only the result of many hours of testing and deepening knowledge of precious materials in the online space.
So is it worth tackling the proverbial hoe on such a multi-threaded issue as content marketing? At this point, I’ll share a rather unpopular opinion in the marketer world – yes, as long as you have the time, resources, and space for potential mistakes, trials, rearrangements, and failures.
In business, there is no place for thoughtless testing in areas that constitute a total tabular race within a given team. On the other hand, what is running a business if not a constant challenge, but a well thought out and analyzed challenge. Content marketing is an absolutely mandatory point on the path to the development of any business and only professional and qualitative activities will bring tangible results. These, in turn, can only be achieved on the basis of proven know-how.
Katarzyna Jarczewska – co-owner and managing partner of an advertising and public relations agency