So what exactly is content?
Content can be almost anything, both offline and online; magazines, print, blogs, white papers and video... Consumers all have different needs when it comes to content. Therefore, it is important to publish different types of content to reach all potential customers.
Search Engine Optimization
Importantly, your content should not be a sales pitch. There does need to be a "call to action" woven into your content. The reader must be prompted to make an action such as making a purchase or requesting information. Also, the information must be well written and relevant to the reader. The content must be findable by your target audience and therefore search engine friendly. Just good content is not enough. You also need to spread the word about your content so that it reaches your target audience. Using social media is well suited for this. In addition, your content must be 'social' so that your target audience can share, rate or respond to it.
The 5 reasons
- The impact of advertising is diminishingAlthoughthere is more and more advertising coming at us, it has also become easier to avoid it. We do so in large numbers. Thus, it is becoming increasingly difficult and also expensive to attract attention with your advertising message and stand out from the competition.
- Traditional media losing reachInternet, smartphones, tablets, laptops and computers have greatly changed media consumption. As a result, the reach of print media is declining. With lower advertising revenues, there is less and less room to invest in unique content. And that is content that other parties online often offer for free or at a lower cost. Moreover, traditional media today no longer have a monopoly on providing information and entertainment. Now anyone can create content, publish it and build their own audience with it. So why pay for media reach anymore?
- Content is fueling social mediaThetraditional media are losing more and more ground and social media are experiencing golden times. On Facebook, for example, you can interact directly with your target audience and increase engagement. But only if you offer the right content. Content that is so valuable that it is shared frequently.
- Google loves contentGooglerewards companies that produce good (mobile) content with higher rankings. Consumers also value this more, not just Google. Content that is found valuable will be shared and discussed.
- An equal relationship lasts longerThedays when, as a brand, you can dictate to people what is good for them are over. People are critical and make their own choices. You can help them with that, though. Offer relevant and engaging content. By using content marketing, you enter into a dialogue with your (potential) customers. In doing so, you invest in an equal relationship by being valuable, honest and helpful.
Content marketing for you!
Curious about what content marketing can do for you? Tomahawk looks at what is the best on- and offline mix of types of content for you. Important points that Tomahawk identifies and picks up for you:
- Content marketing research
- Defining content marketing strategy
- Search Engine Optimization(SEO)
- Content creation, promotion and publication
- Effect measurement and content optimization
