Though many believe content marketing to be a fairly new phenomenon, in actuality, the concept has been around for hundreds of years starting with the first bag of chocolate chips that gave its consumers a great recipe for baking chocolate chip cookies.
According to Susan Gunelius, author of Content Marketing for Dummies, content marketing is “the practice of developing awareness, recall, purchases and loyalty through the use of content published on or offline.”
Okay, that’s nice but how is this going to help my business to increase sales and awareness?
The fact of the matter is that content marketing is a KEY component to increasing your sales and your brand’s awareness.
1.Content Marketing shows your clients and potential clients that you are an authority for your subject matter. Giving unique and valuable information to your following, asking for nothing in return, is a great way to build trust and gain loyal brand ambassadors.
2.Content Marketing helps to drive traffic to your website. In creating more content in connection to your brand, you will increase your chances of showing up in a Google/Yahoo search. Well-written content also gets shared and linked to, and backlinks are one of the best ways with which to climb up the search rank ladder.
3.Content Marketing helps to build your marketing lists—a great technique in content marketing is to create fabulous content (which should always be your intent), and to ask your readers to enter their email addresses to receive your content for free. Both sides will mutually benefit from this scenario; your brand will have more email addresses to send sales collateral, newsletters and promotions, and your following will obtain valuable information free of charge.
4.Content Marketing strengthens your relationships with existing and potential clients and helps you to become a greater influence within your target market.
In the last few years, big brands like Coca-Cola and Amazon have spent nearly 26% of their marketing budget on content marketing—will you hop on the content marketing train, or are you already a frequent user? Leave your thoughts in the comment box below!
Hello all! Just a quick note to let you know that we’re at the Enterprise 2.0 Conferencein Boston today and tomorrow! We’re so excited to meet others in the industry and to see the latest products/services that they have created, and to show them ours as well. The conference focuses on enlightening its participants of the emergence of bigger picture implications of technology and how we can expect to integrate such products/services into each of our own unique business plans and models.
Moving from Enterprise 1.0 to Enterprise 2.0 includes but is not limited to the following changes:
Hierarchy to Flat organization
Friction to Ease of Organization Flow
Bureaucracy to Agility
Top down to Bottom Up
Need to know to Transparancy
As you can see the structure and nature of the workplace and work production is beginning to shift, and this conference is a great place for us to enhance one’s own business configuration to better fit into the future of business enterprises.
Stay updated on our conference ventures today and tomorrow via our social channels. www.facebook.com/viraltechnologies or www.twitter.com/viraltech
1. It can drive more traffic to your Web sites
If consumers identify certain descriptive words or slogans that represent your brand, it makes your company much more visible within the online marketplace. The more ways that people can describe and identify your brand, the more search results will be found in sites like Google and Bing. A great example of this is McDonalds. The following keywords/phrases would easily find the company on search engines:
• I’m Lovin’ It
• Golden Arches
• Big Mac
• Ronald McDonald
• Put a Smile On
• Happy Meal
2. It gives your company more credibility
Plain and simple, people go with what they know. If faced with a decision between two different products with similar price points, people will most probably always go with the better-known brand. Consumers have a very strong influence on one another and if a company has built their brand around a specific product or service, people will talk (good or bad). The more positive chatter, the greater chance your company has at becoming a credible organization and one within which consumers will become loyal to. There is a phenomenon called brand religion that explains this behavior. This means that the value of a company’s brand becomes so high that consumers will remain loyal to it even if it costs much more or its stock has depleted.
3. Helps your company to develop a recognizable identity
One piece of effective branding is that you have created an identity that can be recognized by the masses. Do you recognize all of the logos on the rest stop sign when driving on the highway? If yes, it means that that brand has done a good job in developing a recognizable brand identity. If you have made the products or services of your brand to represent something specific, your consumers will expect that consistency for all of your products/services. For example, Coach is a highly recognizable brand, and their products are identified as a high-end and good-quality alternative.
4. Makes your consumers view you in a certain way, and affects their behaviors
Being a recognized brand also comes with a lot of responsibility. People start to expect certain things from your brand, and they can turn on you just as easily if you disappoint them. An example of this would be finding out that a company that positioned themselves as a very environmentally responsible organization that prided themselves in using all green and natural products, was using artificial growth hormones on their animals, and emitting chemicals into the atmosphere. If your consumers viewed you as the way you marketed yourself (green and all natural), and you indulge in behaviors that prove otherwise, your consumers will most probably switch to a different brand no matter how loyal they had been to you previously. A strong brand also allows the transfer of the brand to new products, meaning your consumer will assume that because your brand has created the product, it will be as good as their other products that they love so much.
5. Distinguishes your company from competitors
This simply means that your entire brand make-up including products, designs, logo, and overall mission is unique to other companies in your field. Making sure to stand-out is important, especially in such a saturated market. A great example of a company that has made their brand distinguishable from their competitors is Apple. Not only do they develop high-tech and highly functional unique products, but they are the people that other brands mimic. Their products are so unique from their “competitors” that it almost seems as though they aren’t competing. Apple and HP are both computer companies, but Apple products are so different from other computer products that they almost can’t be lumped in the same category.
Any device that connects to the internet has what’s known as an “IP address,” or “Internet Protocal address;” think of it as the digital version of your home address. Just as your house needs an address so that people and mail know how to get there, so too does your computer/smartphone/other device. However, rather than something like “123 Main Street, Anytown, USA,” your computer’s address comes – or used to come until today – in the form of 12 numbers, separated into 4 groups of three numbers separated by periods (“123.456.789.012,” for example). Every device in the world has a unique address in this format; it’s how the device is able to send and receive information, just like sending and receiving mail or packages to and from your home. This is known as the IPv4 format, since there are 4 groups of numbers (or “octets,” as they’re called).
So what is IPv6, then? Well, even though there are a heck of a lot of number combinations when using 12 places, there are also a heck of a lot of internet-connected devices out there in the world – so many, in fact, that we’re really, really close to using up all of the possible combinations of numbers already. That’s where the new protocol, IPv6, comes in. This new protocol enables computers and internet-enabled devices to use a new address that has 6 “octets” instead of four (“123.456.789.012.345.678,” for example). Clearly, this makes millions of new IP addresses available for public consumption and ensures that we – and all of our toys – can stay connected for the foreseeable future.
Social Media is beneficial in a variety of ways, not the least of which being its ability to increase your site’s search engine rankings. You might wonder how something like a Facebook profile or a Twitter account can have an effect on your site. The answer lies in the fact that search engines such as Google and Yahoo! take into consideration the amount of traffic your site already gets in addition to how many other sites link to yours.
We’ll discuss the benefits of a good linking strategy in the next SEO blog (it’s second in importance only to keywords and copy), but for the purposes of a Social Media discussion, it’s vital to understand the core concept that Google, Yahoo! and all the rest of the search engines look for; links FROM reputable sites TO your site. While these search engines do most of the heavy lifting themselves, they leave a certain amount of it to the community at large. What this means to your Web site is that if you have several links coming into your site from reputable sources – as which Facebook, Twitter and LinkedIn certainly count – then Google sees those links as “votes of confidence” in the content and relevancy of your site, and will raise your ranking accordingly. This can be reinforced by reciprocating those links.
Another factor that the search engines will take into account is how much traffic you’re already getting, via word-of-mouth or other means. In other words, while having a properly-optimized site is of paramount importance, if you somehow manage to drive hundreds of hits to your site daily, Google will raise your ranking. This is instance number 2 where having social media profiles are invaluable – if you’ve got a Facebook account, Twitter handle, LinkedIn profile and all the others which are consistently pumping out interesting, relevant information, people are going to follow the links contained therein to your site, thus boosting you rankings even further.
When making your site SEO-friendly, it’s important to understand the hierarchy of importance in terms of the steps you need to take. There are a multitude of granular tweaks that should be made, but best practices dictate that you should take care of the broader issues first before drilling down into the fine-tuning. In other words, you should always start at the top and work your way down; with site optimization, “the top” means “keywords.”
Along with one other step that we’ll discuss in a later blog, the most important factor that search engines such as Google and Yahoo! take into account when ranking your site is the site’s content – what does it say, how often does it say it, and is what it says relevant to the site’s purpose? The search engines answer these questions by scanning your site and “reading” every word on the site that can be read and instantly analyzing how often each word is used. As a very simple example, let’s assume that we have a single-page Web site about Golden Retrievers with only one paragraph of text. If that paragraph read:
The Golden Retriever is a medium-sized breed of dog. They were historically developed as gundogs to retrieve shot waterfowl such as ducks and upland game birds during hunting and shooting parties. As such, they were bred to have a soft mouth to retrieve game undamaged and have an instinctive love of water. The golden retriever has a dense inner coat that provides it with adequate warmth. The outer coat is sleek and water repellent, and lies flat against the body. The official colour of the breed is the varying shades of gold that are most often seen. These dogs are well suited to suburban or country environments. They need lots of outdoor exercise but should be kept fenced in because of their instincts as hunting dogs.**
…Google would then return the following TOP-TEN results (word, # of times used on page, percentage of usage):
DOGS – 2 – 2.2%
GAME – 2 – 2.2%
RETRIEVE – 2 – 2.2%
WATER – 2 – 2.2%
HUNTING – 2 – 2.2%
GOLDEN – 2 – 2.2%
COAT – 2 – 2.2%
RETRIEVER – 2 – 2.2%
BREED – 2 – 2.2%
AN – 2 – 2.2%
From these results, we can see that our page is going to be recognized for the words “dogs,” “game” and “retrieve” more than anything else. Not a bad start, but we want our page to show up on searches for “golden retrievers” specifically. Best practices tell us that the ideal percentage of use for a word is between 3 and 9%, so let’s adjust our paragraph a little bit:
Golden Retrievers are a medium-sized breed of dog. Golden Retrievers were historically developed as gundogs to retrieve shot waterfowl such as ducks and upland game birds during hunting and shooting parties. As such, Retrievers were bred to have a soft mouth to retrieve game undamaged and have an instinctive love of water. Golden Retrievers have dense inner coats that provides them with adequate warmth. The outer coat is sleek and water repellent, and lies flat against the body. The official colour of the Golden Retriever breed is the varying shades of gold that are most often seen. These dogs are well suited to suburban or country environments. Golden Retrievers need lots of outdoor exercise but should be kept fenced in because of their instincts as hunting dogs.
As you can see, we have altered the wording slightly to use the words “golden” and “retrievers” more frequently. If we re-analyze this paragraph, we now get the following results:
GOLDEN – 5 – 4.42%
RETRIEVERS – 5 – 4.42%
DOGS – 2 – 2.1%
GAME – 2 – 2.1%
RETRIEVE – 2 – 2.1%
WATER – 2 – 2.1%
HUNTING – 2 – 2.1%
BREED – 2 – 2.1%
AN – 1 – 1.32%
BRED – 1 – 1.32%
We have now moved the words “golden” and “retrievers” into first and second place, respectively – the ideal setup for optimizing a site about Golden Retrievers. This means that Google is now going to identify our page as a site that is 100% relevant to any searches for “golden retrievers.” Additionally, those words are followed closely by other relevant terms such as “dogs,” “retrieve,” “hunting” and “breed,” and we have removed some weight from the useless word “an.” Further tweaking of the text could improve these results even more, although you always want to be careful to ensure that your copy sounds natural and is not overly padded with keywords; search engines will penalize a site’s rankings for keyword “stuffing.”
Of course, we know that ours is certainly not the only Web site out there on the subject of Golden Retrievers so we’ll need to do a considerable amount of further optimization in other areas if we want to be top of the search engine rankings, but this first, fundamental step is the foundation upon which all of our other efforts will be built.
**”Golden Retrievers.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 Mar. 2012. Web. 26 Mar. 2012.
Hello everyone! Viral Technologies is proud to announce the launch of our new and improved Web site! With a new look and a few new additions to our company, we are looking forward to the growth of our business and the onset of summer! Check out the new site here where you’ll notice our clean, sleek new color palette and interface.
Hope you all enjoy it! Give us a call 1-855-718-4725 or drop us an email firstname.lastname@example.org for more information or to ask us about our innovative and advanced intelligence/social media/SEO/graphic/Web design services!