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Dissecting Your Content: Does It Have What It Takes?


APRIL 2017

Content marketing is probably the most effective means of online promotion today; by creating and sharing content promoting great ideas, engaging specific audiences, and putting out a compelling call to action, developing quality content means you can take an an integrated approach to all of your marketing efforts, where your quality content is the heart. Just like in our own body, the heart – your content – provides power for all your online marketing efforts. By utilizing an integrative approach to content that spans not only your blog, but your social media presence as well with powerful, search keyword optimized article content will be a deciding factor in your online marketing success.

Let’s take a look at the anatomy of a great content marketing strategy.

Mouth & Throat: Increased Word of Mouth

Our tour of the content marketing body begins at the mouth – the center of communication, and that’s one important way that quality content can boost the effectiveness of your online marketing efforts – by increasing word of mouth. This is the simplest, and cheapest, form of advertising, and it is the primary factor in up to half of all purchase decisions. So, how do you get your customers’ lips to flap about your business? You guessed it – with content. Good, quality content ranks among the top 3 reasons that consumers follow brands on social media sites like Facebook, Twitter, or LinkedIn. Among those social users, 60% say they would recommend a brand they follow – if, of course, they like the content.

Eyes & Ears: Increased Visibility

Continuing our anatomical tour of the content-cardio system, we come to the eyes and ears, and how visible you are. We find that companies who have blogs see 97% more inbound links than companies without. Once visitors have found your site, 90% find blog content useful, 78% believe that companies who have a blog are interested in building strong relationships, 60% say they trust a company more after reading its custom content, and 68% say they’re likely to actually invest the time in reading blog content that’s put out by a brand that interests them – and that’s time spent directly interacting with your brand in an engaging and meaningful way. Your blog is your voice – so make sure you’re seen and heard.

Arms & Hands: Broader Reach

As our anatomical mystery tour comes to the extremities, the arms and hands remind us of the reach great content can provide. By investing in a good blog with quality content, you can add up to 400% more index pages, and 100% more indexed links for search engines. More pages and more links means your nimble hands grasp a bigger share of search traffic, just by creating and curating quality content.

Good content also drives highly effective social media marketing efforts, and 75% of marketers say that good content is an important factor in closing sales. On Twitter, 2/3 of users say they are more likely to buy from brands they follow, and on your website, blogs are 63% more likely to influence a purchase decision than a traditional ad source like magazines.

Legs & Feet: Content Does the Work

Our tour of the body wraps up on the ground floor, where the legwork is done. Great content does the heavy lifting of customer acquisition for you – just as we mentioned in the previous section on reach, we find that around 60% of companies are finding new customers from social sources like LinkedIn, Facebook, and Twitter, and that’s all down to the quality of the content. Additionally, 63% of companies say that posting that custom quality content on their social media sites has helped to make their social following and engagement more effective, meaning that new followers are more likely to stick around.

While we’re talking about the ground under our feet, make sure you keep a solid footing on your content marketing efforts. We’ve found that up to 70% of consumers say that they prefer getting to know a company via its article content than just through ads alone, and 60% of those consumers report that they feel more positively about a brand after consuming its content – if, of course, it’s good quality content.

Quality Content: The Heart of Whole-Body Marketing Health

So, in closing, remember the value of good content. It isn’t enough to just reblog other people’s content – that can actually harm your search reach. Also avoid the temptation to simply develop keyword-laden content without any attention on the quality of the information: keywords may capture search traffic, but if your content isn’t interesting to read and easy to digest, you’ll never engage readers. Finally, once you’re producing and publishing quality content on a regular basis, don’t just set it and forget it – share it and talk it up, because that content can help bring your social media to life.

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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