The Pivotal Role of Content Marketing
Contribution by Sally, freelance writer.
In recent history, advertising introduced brands and products to consumers by enticing their interest. The world has since evolved and today, the Internet has broken the barriers between big enterprises and small businesses. Advertising still plays its role but takes on entirely new angles. With the Internet, visibility within the first pages of the search engine results determines the extent to which a digital business can develop.
There are two factors that underpin visibility and development in the digital environment, regardless of the purpose of the website:
- The need for Search Engine Optimization (SEO) and compliance with search engines
- Lead and demand generation content marketing
How does SEO relate to content marketing?
Without SEO, it would be very difficult for a website to be found in a search engine. The very essence of SERPs is the capability to pinpoint the general “purpose” of a website through related keywords. SEO and content marketing complement each other and depend on one another.
The placement of videos, blogs, posts and other materials that contain keywords allow search engines to trace the traffic flow back to a particular website. This simple fact is also the “sine qua non” condition that places large, powerful enterprises and small businesses in equal footings. A website with a strong keyword ranking can have good visibility and be on the first page of the search engines even if it’s your local corner small traditional shop.
Lead and demand generation content marketing
The aim of SEO is to obtain traffic. Content marketing provides useful information about the website products and or services or it can also be used for the purpose of capturing leads. Unlike traditional strategies, content marketing is not about selling the products or services. It seeks to provide consumers with “food for thought” to answer a particular need. Traditional marketing motivates desires directly while content marketing motivates desires indirectly.
Regardless of the connotation of traditional and content marketing in lead and demand generation, the intrinsic characteristics of the internet make content marketing indispensable for lead and demand generation.
Increasing Visibility with Content Marketing
There are many different methods of implementing content marketing. From the outset, a strategic content promotion mentality can help a website rank on the first page of a search engine and constantly maintain its ranking. This involves the regular renewal of content to keep and attract new visitors. According to the Content Marketing Institute, 73% of major organizations have a content marketing strategy.
In North America alone, 88% of B2B implement content marketing. It is estimated that the content marketing software market will increase by $32.3 billion in 2018 and be one of the fastest high-tech growing sectors. Three factors determine an effective content marketing strategy:
- The quality and number of sites linking to it.
- The types of links back to your website.
- The quality of your website content.
A successful website is one found in the first two or three pages of search engines. When considering a large number of websites, it is impossible for a user to explore all the results of a search. Web sites found on the first pages have the highest likelihood of being looked at and attract traffic. Content marketing, therefore, can provide a website with a competitive advantage when very well implemented.