Recently, an article asked businesses two very important questions about better content marketing: “How would you rate your content marketing efforts?” and “How well are you incorporating SEO and Social Media?”
They posed the first question because many businesses simply do not fully understand the concept of better content marketing. In an answer to this, Odden provides a very simple definition: “Content marketing = aligning customer and brand objectives through content.” This means that content is the connecting force between a business and its consumers. In fact, it is becoming increasingly common for consumers to perform online searches, conduct product research, and even ask social networks for advice before making a purchase. Therefore, it is imperative that businesses understand the importance of content creation.
Odden provides a simple example. “Imagine a consumer using Google to search for “light bulbs” and finding an article entitled, “5 Ways to Save Money with Light Bulbs” written by XYZ light bulbs. The consumer reads the article, then reads the reviews written by other consumers, and finally and moves on to purchase. After the purchase, she shares on Facebook and/or Twitter that she’s found a great place to buy bulk, energy efficient light bulbs.” In this case, it’s easy to see how content connects the consumer to the business and to other consumers. It illustrates why good content is key to a successful business, especially online.
Odden offers 10 ways that businesses can become better at content management. One of the most important ways in which a business can be more effective at content marketing is by setting achievable goals. Understanding the entire content marketing process and identifying milestones can help avoid major problems. Other ways to optimize content marketing include defining keywords (identifying the keywords that represent demand for a specific product), providing SEO keyword glossaries for a content creator, and connecting with consumers through online social networks.
It’s clear that when it comes to effective content marketing, content is everything.