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When you hear the term ‘content marketing’, you might just think it’s a web-based strategy, needed for SEO and not a lot else. You’d be wrong. Content marketing, for me at least, can and most certainly does exist beyond the keyboard. I’d tie it in with print, and to some degree offline advertising too. Your leaflets, posters, as well as print, radio and TV ads are all forms of content.
I am a big fan of cult television shows. With great scripts and compelling characters, they are often completely addictive and I have no shame in admitting that I am prone to becoming well and truly hooked to particular programmes.
There’s not much point in creating content if it has no objective. Just because you need to avoid the hard-sell (otherwise you’re just writing sales copy to be frank), you still want your content to produce results.
Handing any of your content creation over to your customers might seem like a logistical nightmare. Loosening the leash on what gets published online about your business is a risky move for sure, but with plenty of people taking to social networking and blogging sites every day, your brand may already be the topic at their fingertips.
With Google’s latest algorithm update Penguin 2.0, there has been further talk that better brands are ranking higher. Successful branding equals authenticity, and Google wants its users to find authentic results.