Effective content marketing is creating content for a brand’s website that is engaging, informative and relevant to both the brand’s message and products, and the user’s wants and needs. But how do content providers decide what the user is looking for specifically?
Competent and knowledgeable brand managers will generally turn to an experienced digital marketing agency to have that question answered for them. The digital marketing agency will look closely at the history of the search terms that potential customers use to find the brand’s website. This page can explain more on how a digital marketing agency can help in these instances and what they can do to help progress the business using their strategies.
They will also add the brand’s message, products, and services into the equation. By looking at a broad scope of the terms used that brought users to the brand’s site, they can identify the most often used terms. These become the keywords that define the subject of the content. By reading between the lines of these keywords, the agency can start to identify the most likely needs of the user.
Art and Science
Effective content marketing is as much an art, born of experience, as it is a science, born of analysis. The art aspect is the creation of engaging content that answers all the questions of the potential client, and at times, answers questions they didn’t know to ask.
The science aspect of the equation is figuring out the most effective type of media to utilise in gaining the most targeted exposure of this carefully crafted content. Deciding which will be the most effective media depends on the brand’s products and services and desired customers.
For instance, a brand that offers legal services to corporations won’t be using lots of splashy ads to sell their services. Conversely, a clothing brand that caters to teenage girls, will probably not get a lot of traffic from posting lengthy blogs offering information that could have been presented in a visual format.
Broad Range of Media
An experienced digital marketing agency (say iTonic, for instance) will use the broad range of media available to decide on the best fit for the brand, its products and the customers. Copywriting, blog posts, outreach articles, banner ads, videos and infographics each have available data on their effectiveness. This data helps the agency make qualified and informed choices about which media would be the most beneficial to the brand’s marketing goals. You could learn more about conversion copywriting from various articles and online resources. Or you could get in touch with professionals who could help your agency get more traffic and reach out to more prospective clients.
Content marketing is about having all the aspects and elements decided on before a campaign is launched. It’s about creating the most valuable content based on the combination of the brand, products, and customers and using that content in a form that provides the greatest benefit to both the brand and to the customers.
This is why, at its core, content marketing is an intellectual practice and skill. Nobody doubts the power of the written word. But using that power to drive sales can be hit or miss unless you have the expertise and years of creative experience to know which words will be most effective in meeting your goals.
Experienced brand managers often turn to experts in content marketing. A qualified digital marketing agency can create valuable content and ensure that it speaks engagingly to potential customers.
