Businesses need making a concerted effort to dominate the digital marketing front.While SEO is critical for online marketing, content can also provide real help in Internet marketing. But it is learnt that businesses aren’t able to align their SEO and content marketing efforts.
Here’s how businesses can maintain a fine balance between SEO and content marketing
It is customer driven world
Development in communication technology from broadcast media of 80s to Internet in 90s and growth of social media in the 2000s has shifted the focus from brands to consumers. They no more take decisions on the influence of the advertisements but they do comparisons and also review products according to their best knowledge.
Value of content experience
Content experience can fulfill demands arising from new markets. Brands keep exploring and nurturing markets for their products and it is only content that can fulfill the new demands of marketing. Relevancy with the brand is the determining factor in content marketing. Also you need serving appropriate content at right time. With above 70% buyers starting their purchase journey with web search, it has become necessary for brands to optimize their web presence.
Monitor the journey
The first thing is to serve content users need at time of making purchase decision. Potential buyers look for different types of content for making an opinion on brands. But the journey shouldn’t stop with the customers buying products. What you should do is to strengthen your relation with the buyers to make them loyal customers. The objective is to keep the buyers engaged so that they return and buy more.
Things you can do to get bigger share from content marketing
1# Clearing internal obstacles
Businesses work with different teams that sometimes fail to collaborate due to lack of coordination. These obstacles result in poor performance in the long run. Not having complete data needed for content marketing and not updating content on time are some of the obstacles businesses face in content marketing. You should clear these obstacles by improving collaboration between teams.
2# Customer relations through content
When teams create content at different levels, there comes a mismatch between the messages. Since there is lack of collaboration between teams, the content created isn’t of much help. What you should do is to follow a data driven strategy to build collaboration between your teams. The objective should be to produce content that keeps your users engaged in the long run.
3# Increase user engagement
There has to be a data driven strategy to make the content more interesting and useful. Lack of a strategy creates communication gap between marketing teams and result in half-hearted efforts in content marketing. What you need doing is to include all the stakeholders in the content. The content should be interesting to the users and it will be interesting only when it matches with their search intent.
4# The best way to create content
Businesses have marketing teams for content writing and also they outsource content writing to freelancers. Producing great content needs time and efforts. Here you can take advantage of software that can help in locating topics and marketing content on different platforms. The objective should be to produce content that interests users and also to publish content on time and on right platforms.
You don’t have to produce more but to create better content pieces. Also you need monitoring search intent of your customers and publishing your content on different channels. Here you should use technology that can help monitor scalability and user-friendliness of your content pieces. Also you need breaking all the barriers that prevent flow of content.