Posts Tagged: "content marketing"

Focusing on Content

- - Adam Kidan, Business

Focusing on content by adam kidanIn this day and age, the real key to successful marketing is a successful social media reach; if you aren’t doing that already, then you should start ASAP.  You don’t just want to have a Facebook page with an address and phone number.  If you want your business to be heard, you need to create high-quality content across numerous social media profiles.  And the crazy part is that this isn’t something you can just throw money at and hope it works out.  The key is “organic” content.

A lot of marketing professionals have dismissed the idea of “organic” content, especially in the age of paid advertising.  Paid social media has enormous upside, but great content amplified in subtle ways is much more effective.  That’s not to dismiss the idea of paid social media, but the simple fact is that bad content, no matter how much money you throw at it to promote it, is still bad content.  If you have good content, you can do wonders by simply pairing the proper hashtags with minimal paid amplification.  This is why investing in good content for your brand is such a valuable asset.  If you’re a small business, it pays off to invest your time, money and effort on creating great content.  You want to spend more on creating great content than amplifying your mediocre content.

Quality content is arguably the most important part of marketing to a younger audience.  People under the age of 40 tend to discover a business by either searching it on Google or finding their content on social media.  If they see a heavily-promoted piece of solidly mediocre content online, they might click on it, but chances are they won’t stay on it for a long time and it won’t yield a positive impact.  Somebody who finds your content organically is an infinitely more valuable lead than somebody who comes through an ad buy.  

There are a whole lot of paid tactics to help grow your audience, and this isn’t meant to discredit any of these.  But if you’re going to use them, and see effective results, then they need to be paired with good content.  Organic social traffic is the most natural and current state of the Internet, and it’s an amazing opportunity for brands to make their content grow properly.

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Myths About Content Marketing

- - Adam Kidan, Business

Myths About Content Marketing by Adam KidanContent marketing is an essential technique for marketers, allowing companies to raise brand awareness, increase leads and elevate their status.  Yet despite such benefits, there are still misconceptions about content marketing.  Here are 11 myths about content marketing, based off an article I found online:

Your audience won’t fall for it: Consumers aren’t interested in reading a sales pitch, they want to form long-lasting relationships by interacting with brands.  Take a look at Millennials; 62 percent of them have reported that they feel a connection with a brand when they see or read about it online.  And if the brand’s content isn’t sales-y and feels authentic, a third of them have reported that they’re willing to buy a product.  

Content marketing won’t work for your business: Not every brand is as exciting as Red Bull or Coca-Cola.  Yet this doesn’t mean that they can’t succeed in content marketing.  Take, for example, GE.  They’ve been using visual content, which has allowed them to let go of the brand and become part of internet culture.  

It’s too expensive: There are costs associated with content marketing, but it’s a lot more affordable than traditional advertising.  You do need to hire writers and pay for ads online, but leading marketers are very good at repurposing content without much cost.  

It’s free: While it’s cheaper than traditional advertising, content marketing won’t achieve the required goal for free.  The idea is of course to let your content grow organically, but you do sometimes need a little push to make that happen.  

People don’t read anymore: People still read.  It isn’t always from a book, but they still read, particularly if the content is valuable, informative, solves a problem and isn’t promotional.

You don’t have the resources: Not being able to create enough content is one of the biggest challenges faced by marketers.  To address this, try repurposing content, using social media scheduling and monitoring tools and hiring freelancers.

You can’t prove the ROI: Content marketing should be based around goals and objectives; you can track increased traffic by seeing how many visitors originated from Facebook or Twitter.  If you set these goals in the first place, you can absolutely prove the ROI of your content marketing.

Results are fast: Content marketing takes a lot of time, trial and error.  Everything from conducting research to actually creating content to analyzing its results takes months, even years.

Your business can’t compete: While you have a lot of content to go up against online, people still want to see content that serves a purpose.  If your content is valuable and can make the lives of your audience better, then there’s plenty of room to compete.

Traffic and shares means success: Just because your video has 20,000 views doesn’t mean it was a success.  A popular video won’t necessarily drive traffic to your website, obtain leads or catch the eye of industry leaders.

Your content can’t be published anywhere else: Scour the Internet long enough and you’ll notice that content gets republished in multiple places.  If you want to tap into a large audience, republish your amazing content, whether that’s on LinkedIn, Huffington Post, Business2Community or any other medium.