Events, videos, articles, blogs and press should all be considered content and should be a part of your content marketing plan. Yes, each area may have a different strategy, a different audience, a different form, and different distribution channels but, the key consideration must always be purpose. What is each piece of content designed to achieve?
As an agency, we’re now actively encouraging a change in how content is perceived. Last year, the emphasis was on simply creating content; the more, the better. And yes, more is better but we also need to consider the purpose behind it. The “scatter gun” approach will rarely achieve the same results as a focused strategy that considers every relevant distribution medium. For example, there are many different social platforms that audiences use to engage with a brand. Audiences and the way they engage will differ from platform to platform, which means that content must be tailored to each medium. A piece of content that worked well on Twitter may not be so effective on the likes of LinkedIn.
Why Create Content?
Content is designed to encourage engagement with your brand, increase awareness of your products and influence purchasing behaviour. As such, you must be ready to respond to audience reaction, both positive and negative. Depending on the size of your company and the scale of your content campaign, you should consider having a team that responds to online comments about your brand.
Content Planning & Strategy
In order to effectively develop a content strategy, we need to understand consumer needs at each stage of the purchase journey. For example:
- Awareness – “Winter activity guide” (Focused on a topic, not a product)
- Consideration – “Top 10 winter products” (Designed to help the customer decide on a product)
- Conversion – a single product review (Expanding on the product that the customer is strongly considering)
Ensure that your content addresses each part of the journey in order to drive people to the final stage.
There are two forms of distribution: Onsite distribution – Blog/Community section
- Intended to generate new customers
- Providing better experience to existing users – Offsite distribution
- Distributed to key influencers and PRs
What will 2014 bring for content marketing?
2014 will bring content with purpose. We’ve already seen a huge increase in demand for content that’s integrated with clients’ SEO strategies, but this will go beyond just search, I predict that content will become integrated with all elements of a marketing plan and that the “storytelling” technique will become even more prevalent. How has 4Ps Marketing reacted to this change? Since noticing the increase in demand for good quality content, we have started to develop our own in-house content team. We have also just launched our new sister agency, ‘BaseTouch’, which is our video creation source. This team creates high quality, tailored content for our clients and has developed strong relationships with external influences, including bloggers and journalists, who will help to get our clients’ brands noticed and read by their audiences.
4Ps isn’t just another SEO agency. To discuss how SEO and content are evolving together in order to keep pace with new developments in user interaction and advertising, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels.