Within the content marketing strategy there are three factors that must be in place: SEO, social media marketing (SMM) and quality content. To build your authority and demonstrate your expertise online, you must create good quality content that your customers can engage with and are compelled to interact with. Your content should also be keyword optimized using SEO best practices for maximum effectiveness. Lastly, your newly created and optimized content must be syndicated across all social media platforms that are applicable to your industry and business type.
Overall, a content marketing strategy is very versatile and can be fitted for almost every kind of business. For example, since a real estate company and a mattress store are so different, each business requires a unique approach to their digital marketing endeavors. Content marketing can be tailored to a real estate company by being more active in social media where more clients and traffic are likely to come from. On the other hand, the mattress store would focus less on social media and more on optimizing their website – having five-star Google Places reviews, and ranking well in Google search.
The goal in any content marketing campaign should be to start a dialogue with potential customers. By providing quality content, companies can differentiate themselves by building trust, establishing themselves as an expert in their industry and engaging with their audience. Even if some of their content is controversial, that is good because it will provoke discussion. Always encourage users to leave comments and/or criticisms of your opinions. This will give you another chance for conversation and a demonstration of your expertise.
The end result for any company will be the understanding that their business is a leader in the field. Being viewed as the go-to experts in the industry and demonstrating their proficiency time and time again will cause potential customers to seek them out. They don’t need to “sell” people on their goods or services because customers have already learned about the business from them, the experts.
Matthew Janik is the CEO of FRINGE, a Vancouver-based digital marketing agency. He can be reached at Matt@fringewebpro.com or 360.334.5868.
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