Content marketing strategy. What should you pay attention to when creating it?

The development of content marketing has been accelerated by the introduction by the most popular search engine - Google - of the Panda and Penguin algorithms, whose task is nothing less than to eliminate spam from search results. The only solution to ensure that our content does not get left out of the results is to create valuable and unique material. How to do this well? What should you pay attention to when creating a content marketing strategy? The answers to these questions can be found below.

As is widely known, clients expect us to provide a comprehensive service, which does not only focus on the message in one particular medium, but is supposed to surround the person interested in our services from all sides. Therefore, the quality of content visible in search engines has started to be influenced by activities on social networks or the reputation of the authors. Which brings us to the well-known reflection that the three areas of online marketing - search, social, web - intermingle and work best when they are coordinated with each other. In a content marketing strategy, all of a brand's online activities are taken into account.

Any effort to spread our content online is referred to as inbound marketing - or the ability to be found. The main idea of inbound marketing is to not only have a company's presence on a website, but everywhere online where its customers are. It is so-called 'going out there', which is based on content and on building and nurturing relationships, which is why inbound and content marketing are closely linked.

What is the easiest way to win customer trust and loyalty? The easiest way to do this is to become important in his life, to help him. It's not just about convincing the consumer of our products, but hinting at how they can use them. Nowadays, the company website should be a lively place for customers to meet company representatives. And don't forget about any social media, newsletters or blogs - action and interaction is important on them.

Most important of all is monitoring. By visiting our customers' places, taking part in discussions, giving interviews or leaving guest posts on forums, we increase our visibility online. Once we are recognised, we must not let the customer forget about us. Being able to follow our profile on social media, subscribing to our newsletter or RSS feeds will help us do this.


Text author: Asia

Source: B. Stawarz, Content marketing w: E-marketing. Contemporary trends. Starter pack, scientific editors J. Królewski, P. Sala, Wydawnictwo Naukowe PWN, Warsaw 2014, pp. 262-265.