I recently wrote a blog on SEO for Industrial Companies. One of the key messages from this blog was that Content Marketing is the new black when it comes to effective search engine optimisation. It used to be frequency of keywords, then number of back-links and now it is Content Marketing.
What exactly is Content Marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
In plain English, it is the act of producing meaningful content written for your customer in mind and cleverly distributing it around the web so it gets in front of many of your prospects as possible.
What about already existing content?
In the online world, if you post someone else’s content or content that has already been posted elsewhere on to your own website it is known as Duplicate Content. Regardless of the quality of this content, or how useful it is to your readers, duplicate content will not help with your own content marketing.
You need to own your own content – not rent it from other authors!
How will content marketing increase leads and enquiries?
Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
KW Digital are experts at Content Marketing. We have our own content marketing platform called Process Industry Forum, where unique, high-quality and solution-driven content is posted on a daily basis. The purpose of this platform is to deliver value to readers – the professionals working within the Process Industry. We only post content that achieves this goal – we do not sell, promote or persuade. This is effective content marketing.
If you want to know more about content marketing and how you can utilise it to achieve your online marketing objectives, here is an excellent book by Joe Pulizzi that teaches you how to draw prospects and customers in by creating information and content they actually want to engage with.