Part III: What is Content Marketing?

Jun 17, 2015 by Content Marketing Sydney / in Content Marketing
What is Content Marketing?

In our previous posts, we’ve looked at how content strategy and content auditing tie in together to improve upon what you’re delivering to your readers and clients online. If content strategy is planning, content auditing is quality assurance, then Content marketing is the execution, delivery, maintenance and monitoring of your Content on Search Engines and Social Media.

As there is quite a large overlap within these three, it’s difficult to define. However, to put it simply, it’s essentially public relations at a digital scale for what you do as a business.

But what does it take to be good at content marketing? There are three certain characteristics that define good content marketing. Does your business fit into these categories?

Being Social Media Savvy

Social media marketing is an essential element of content marketing. Without a proper social media presence, you’re missing out on thousands of potential leads for your business. Some pointers for social media are:

  • Keep it short, sharp and sweet. The audience’s attention span is notoriously short on social media.
  • 90% of information submitted to the brain is visual, which is why images are so important.
  • Feel free to reshare extremely popular posts over a long period of time. In saying so, don’t spam your followers with repetitive content.
  • Reach out to your new followers. Break down formalities by replying to followers and commenting on industry-relevant posts.
  • Test out two differently-worded posts on the same topic, and see which one performs best. Use this as a mold for future posts.
  • Apply a simple rule of 70/20/10 (Read The Balancing Act)
    • 70% of the time release inhouse made educational or informative content
    • 20% of the time release industry related content that is educational and informative and only
    • 10% of the time you should be asking followers to buy
  • Make sure you track your posts. Be willing to put in a small investment to boost your posts.

Being ‘Analytical’

We briefly covered Google Analytics in Part II , however, while Analytics can be used for content auditing, it’s much more effectively used in the content marketing phase. There are so many functions of Analytics, but the most significant ones are:

  • Real Time Reporting. You’ll be able to see how many visitors are on your site at the moment, the pages they’re visiting and their location. Not only this, but you’ll be able to see where the traffic is coming from, which will give you some idea of which places are the best to promote your site.

  • Campaign Performance Tracking. While it’s great to see people are visiting your site, you must also keep track of how many people are actually interacting with your site, for example, downloading content, clicking on your ads, playing/pausing videos etc.
    You can also use this to get insights about online marketing campaigns, whereby you can accurately track links from other sites and links you use to promote your content.

  • Site Search. This allows you to see the exact keywords people are using to search for your products, which is valuable information you can use in your search engine optimisations for future campaigns. Not only this, but Analytics also shows you what users are searching for on your site. Crowdsourcing is possibly one of the best ways to source content ideas. If a lot of your audience are searching for a topic you haven’t covered, then guess what? You’ve found an idea to write about.

Being Organised

Following your content audit, you should have an idea of the content which are performing the best, and which are performing the worst. The content that performs the best is the content that you want to promote. The purpose of content marketing is to drive more users and clients to your site, so promoting your most popular content is key.

If you've been following the editorial calendar that we made in your content strategy, you may also notice some things that need minor changes in the calendar. After all, things that might work in theory might not work in practice. For instance, the time of your highest traffic of visitors may change by a few hours following a successful campaign. Use this to tweak your schedule to suit your audience. Don’t feel too bound by your editorial calendar.

Lastly, be organised enough to put some time in the week to keep up-to-date with your industry, as well as new programs, tools and services which can help you with your marketing campaigns.  This is also a good opportunity to source content ideas, or to share news on your social media feeds.

Overall, content is one of the most significant things you can present to your clients. Not only does it showcase your products/services, but it also showcases your expertise and passion for your business. With a combination of good content strategy, content auditing and content marketing, your online business will be sure to flourish.

In short Content Marketing is the execution, delivery & maintenance of digital content focused on a specific topic or niche to your audience though Social media & Search engines through the use of blogs, Videos, Social Media Posts, Email marketing as well as Banner and paid advertising using digital channels.

If you enjoyed our Content series, like or follow us on Facebook, Twitter, LinkedIn or Google+

For more digital marketing tips for your business, feel free to email us on @[email protected] or give us a call on 02 9657 4861

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