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Today, online marketing is all about getting more from less. Why write 100 articles and publish them on 100 different sites if one post on a specially selected blog can provide more benefit? The notion of spreading resources so thinly and sacrificing quality over quantity is fading like a bad memory.
Viral campaigns don’t just happen. It takes planning, strategy and a fair amount of good luck. After all, perfectly acceptable ideas can fall flat or be hijacked by an unforgiving social audience. So how can you create a successful viral campaign?
I’m a Content Marketer, that’s what it says on my email signature. This means that I spend a reasonable percentage of my working day writing words. Then of course I have to spend the rest of my time ensuring those same words get found by the right people. It’s a constant flow of Concept > Creation > Distribution > Promotion.
For some, Content Marketing is a gateway to endless possibilities; for others, it’s simply an overused buzzword. It appears that the more attention is given to creating and publishing ‘quality content’, the more the ideology behind it is lost. For now, everybody is looking to build relevance, links and profiles through the written word, but what might the future hold?
Nobody can accuse the online marketing industry of being predictable or linear. Every year or so, there appears to a seismic shift in the techniques and methodologies for promoting businesses. After all, once upon a time it was perfectly permissible to use hidden on-page text and build thousands of reciprocal links; now, any such antics would be considered laughable. First there was SEO, then social, then local, and today it would appear the flavour of the month is finally Content Marketing.
If you read this, or any other digital blog with commercial attachments, you’ll often see stories about building brands ethically; mostly using a variety of best practices and proven concepts. That’s why we’re here. We don’t want to rock the boat or risk damaging a client’s business; therefore we extol the virtues of tried and trusted methodologies, many of which we apply on a daily basis. But there is another way. There’s always another way.
Businesses around the world spend billions every year on Search Engine Optimisation. With huge value placed on being top of Google, this would appear to be a safe investment. However, SEO is not a finite commodity. There is no guarantee of success and many results are unquantifiable. So why is so much faith placed in an industry where the cause and effect of activity is almost impossible to accurately measure?
For some, Content Marketing offered a chance of redemption following years of low grade articles and spinning text. However, for others, it is simply a more time-consuming alternative. None of the techniques have changed and the quality remains much the same. However, this is not how you get the most out modern Content Marketing.
The search engines, albeit unwittingly, created SEO. Ever since rankings were invented, optimisers around the world have been finding loopholes and shortcuts to help them dominate the first page. However, in recent times many of these avenues have been closed off by algorithm updates and various penalties. Google is fighting back.
Without even realising it, some businesses are plotting their own online downfall. Using outmoded techniques and following misguided advice, they’re stumbling towards digital oblivion. However, it doesn’t need to be this way. There are solutions to almost every problem, as long as you are prepared to implement them.