I have optimised this content for the following: Digital Marketing, Content Marketing and Online Marketing.
The phrase “Content is king” is said a lot, but what does it mean? That is what I will be writing about in my inaugural blog post in terms of content marketing and digital marketing.
The content marketing a brand publishes determines a lot about them such as brand personality, how their target market perceives them, earned media and their Search Engine Optimisation (SEO) – how well they rank – on Search Engine Results Pages (SERP), content marketing is an integral part of a strong online marketing campaign.
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
The content should not be all about the brand or try to sell at their target market, they will not like or appreciate it and the brand will lose followers on social media platforms if that’s the only kind of content they churn out. Content needs to be eye-catching, engaging, get the message across and needs to be seen by the target audience for it to be effective. Great content marketing can really boost an online marketing campaigns results.
How content determines a brand personality:
The type of content that brands post should be consistent with how they want to be perceived by their target audience. Content marketing is a great tool for showcasing a brand at its core and the people behind it. Red Bull, they want to be seen as fun, energetic, different and a bit off the wall, hence the soap box derby race and all the other events they hold to help differentiate themselves from the competition. The content they generate from the events they hold and sponsor they use in their digital marketing campaigns. If a brand only posts heavily branded sales content as a part of their online marketing then they will be perceived as lacking in personality and not caring about their consumers. Today’s consumers want to buy from brands that they can identify with via personality and core values. For example, the Urban Decay makeup brand has positioned itself as edgy and cool and they are also cruelty-free. They are targeting young people who may potentially be concerned with animal welfare. I do have friends that will buy from Urban Decay instead of other brands because they are cruelty-free. Ruby Rose who is a celebrity is their brand ambassador and she fits with their brand values. They have utilised her and have uploaded content across all their social media platforms about her working with them as a part of their online marketing strategy. It generated positive earned media and made more people aware of Urban Decay, their values and brand personality.
Content can create earned media:
This is when it is noticed by media outlets, blogs and shared by everyday people and has the potential to go viral. Guinness’s 2015 Rugby World Cup campaign received widespread earned media because it was an excellent digital marketing campaign with great use of content marketing that was brilliantly executed. Earned media is not always a good thing look at the controversy over the Pepsi ad and the backlash that received especially on Twitter.
Lastly how content effects SEO:
The content produced on websites and social media platforms is rated by search engines with certain content performing better than others. Organic content created by the brand and video are both rated highly and will help a brand move up in SERPs. SEO is a key component when it comes to online marketing and improving it should be an objective for all campaigns.
Thank you for reading my blog, please let me know your thoughts on it. Hope you have a great day!