After the pandemic, customers have moved to the internet. For these customers, information about products posted online is becoming increasingly important. The level of investment in content marketing for products and services is increasing as a result. Consequently, measuring audience engagement is becoming more and more important. If the content is not interesting, it will not attract customers. It is less important how many recipients had contact with the content and more important how many actually read it.
In the era of information overload, internet users are skeptical of promotional content. However, it is known that publishing valuable content can persuade users to learn about the advantages of a particular product. Content marketing is an appropriate tool to interest the user in the product, but it requires continuous research and optimization of actions. It is important to remember that the user is at the center. Their preferences, habits, and behaviors matter.
What it content marketing?
Content marketing on the internet involves creating and distributing valuable content for website users. Unlike SEO, content marketing is tailored to the audience, not search engine ranking algorithms. To conduct effective content marketing, companies must interest and engage the user. They can do this by selecting appropriate information, presentation formats, and distribution methods. The choice of promotion channels is also important. Content marketing, also known as content marketing, provides much greater opportunities than advertising.
Content marketing strategy
A content marketing strategy for products is a long-term approach that involves creating content for marketing purposes. Like SEO, it must have a defined goal. The goal may be to build a brand image or persuade the audience to purchase a specific product. The content marketing strategy should be consistent with the company’s communication strategy and support the achievement of its strategic goals. It is best to plan which business goal you want to achieve through this type of marketing. Depending on the goal, you need to develop actions using different types of content. The strategy can be implemented using a website, blog, or campaign. Content marketing is about specific actions and measurable results. It is important to continuously research the effect of the content on the user. You need the appropriate tools to do this.
Content marketing and SEO
SEO and content marketing are complementary activities that interact with each other. SEO content is intended to influence positioning, i.e. the visibility of links to the website in search engines. Content marketing is designed to engage users and influence their decisions. Through it, users can obtain more information about the service or product they are interested in. The content should provide real value to the audience. SEO should provide search engines with appropriate words and graphics for effective link positioning. SEO, positioning, and content marketing are a perfect combination. If the content is interesting, users will search for it on the internet. With the help of SEO and link positioning, it will be easier to reach them.
Creating content, research, tools.
An essential element of content marketing strategy is content analysis. When creating content for a website, blog, or campaign, it is important to measure its effectiveness. It is not just about how many users visited the content, but how many of them read it carefully. Brands investing in content should constantly analyze readers’ habits and improve their publications. Well-prepared content helps build a brand image and bring customers closer to making a purchase. Analyzing content also allows you to evaluate whether it is worth investing in certain texts, graphics, or videos. Proper analysis and achievement of goals require appropriate indicators and tools.
Content marketing activities
As part of implementing a content strategy, elements such as:
- Content production
- Content distribution
- Content promotion
- Content analysis
Creating content for online content marketing
The key element of a content marketing strategy is production. The process of creating content is a significant challenge due to the specific requirements of the audience. It is known that if an article is not written with expertise, readers will immediately sense inconsistencies. To truly interest the audience on the internet, it is important to know who we are writing for. The advantages of the company’s products and services should be subtly incorporated into the text. Using product or service names too often can discourage the user, and even create resentment. Content marketing should provide value to the user.
With the development of the content marketing market, many content formats have emerged. Some rely solely on text, while others are videos and graphics. The most commonly used content marketing format is the article. However, it is not always possible to publish content in text form. Depending on the selected channels, the scope of information and the form of presenting products and services must be adapted. Some content is better presented in the form of video or infographics to effectively explain the essence of a given service. The most common forms of content marketing are:
- Articles in content marketing
Native articles are an effective way to reach audiences. They present the advantages of products and services in a natural and subtle way. What sets them apart from traditional articles is their reference to a specific brand or product. They often include product placement or links to the advertiser’s website. Native articles can be published on a website, blog, or in a campaign. Native text should be understandable for users. Unlike SEO texts, which are understandable for search engines and composed of selected keywords.
- Wideo in content marketing
Video is an effective tool in content marketing because it can attract the audience’s attention and increase their engagement. Creating video content is much more expensive than writing texts. Content in the form of videos is easy to share through messengers or social media. The video title using the right keywords has a positive impact on SEO, as well as adding links.
- Zdjęcia in content marketing
There are many ways to use images in content marketing. They can be placed in articles, presentations, or social media to make the content more attractive and catch the audience’s attention. Images can also be used to present products or services, which can help viewers better understand them and increase their interest.
It is important to use interesting and relevant images for the purposes of content marketing. You must ensure that the images are legally allowed to be used for marketing and do not infringe any copyrights.
Well-executed and described photo can generate a quick viral effect. This, in turn, will affect the visibility in social media and search engine results.
- Podcast in content marketing
Podcast is a form of digital audio content that is recorded and published on the internet. They are often published in series and can be listened to on both desktop and mobile devices.
Podcasts are used for promoting a brand, products, or services. Due to their repetitiveness, they allow for building customer loyalty and increasing engagement. They are particularly effective in conveying information, as they enable users to conveniently listen to the show anytime and anywhere.
- Graphics in content marketing
An image is worth a thousand words. Graphics are a very important element in a content marketing strategy. They can attract the attention of the audience, reinforce the message, and make the content more appealing. Graphics must be consistent with the overall communication and have the appropriate quality. It is necessary to choose graphics that are consistent with the brand’s character and the message it conveys. Graphics can be used both in content and in advertising. They have a significant impact on building the brand image.
- Infographics in content marketing.
Infographics are a combination of text and graphics. They are often used in content marketing as they are ideal for presenting complex information in a simple way. Infographics are often used to present statistics, comparisons or processes. Content marketing activities using infographics can include any place on the internet, such as a website, blog, shop, or publication on a publisher’s site.
Content distribution in content marketing.
When creating content for content marketing, it is important to ensure a broad distribution across the internet. In content marketing, distribution is the way to reach the maximum number of audiences using appropriate channels. This can involve publishing content on your own website, social media, or conducting campaigns with publishers.
The goal is to maximize reach in the appropriate target audience. Therefore, choosing the right place for publication is important. The simplest way to distribute content is through a company blog or a knowledge section on your website. Creating expert content on e-commerce websites is also a good solution. However, if the website serves a different purpose and the company does not have a blog, it is worth considering the potential of publishers. Horizontal portals and thematic websites are available for use. Content published there is of high quality and is available in different forms. Thanks to the editorial team and production studio, publishers create special services that support the sales of specific products. By publishing valuable content, publishers have loyal followers.
Presenting a company or product on a well-known portal and in an interesting thematic environment affects the image and perception of its products by customers. Another type of publisher is a blog, where content is usually created by one person. Blogs are one of the most popular channels used for content marketing. Content can also be published using social media and messaging channels. Unfortunately, most of them have limits on the number of characters and images that can be used. Social media is much better suited to promoting content than to publishing extensive content for content marketing.
Promotion of content in content marketing
Regularly publishing articles and graphics on a website or blog is not always enough. Content marketing for a company is effective when it is promoted. Without promoting content, it is difficult to reach a wide audience. Creating a website that no one visits is a failed investment. Customers are lost as a result. Therefore, the content marketing budget should include expenses for promotion. It is necessary to acquire the right users through promotion. The key goal of content promotion is to build reach. Many channels can be used for this, including organic or paid efforts.
Organic promotion includes:
- Social media
- User-generated content (UGC)
- Email marketing
- Links from other owned sites
Paid promotion includes:
- Search engine marketing (SEM)
- Social media ads
- Native articles
- Sponsored articles
- Partner publications
- Paid influencer campaigns
- Advertising campaigns
- Paid SEO, link buying
Measuring content marketing activities
Customers are increasing their investment in content marketing. That is why measuring the results of these investments is so important.
Evaluating the effectiveness of content marketing allows companies to better understand what content is of interest to their audience and what actions they take after reading it. This enables companies to adjust their content marketing strategies to the needs of their audience and increase their effectiveness.
Tools such as iSlay and Google Analytics allow for the creation of reports on the attractiveness of individual pages and articles. This enables companies to better understand what interests their audience and which content is most effective.
The growth of the content marketing market is stimulating the development of content research. Companies want to precisely examine what the visitor to their website is doing. They need to measure all actions that the user initiates, such as reading an article. Research and analytics are an elementary component of content marketing activities. Regardless of whether we are talking about a website, blog, store, or articles with a publisher, each of them must have an analytical tool installed.
The basic action of a user reading content is scrolling. Scrolling refers to the movement of content on a computer or mobile device screen.
Measuring scrolling is the examination of how far a user has scrolled on a web page. This can be very useful for websites with a lot of content. It allows understanding which parts of a given page are most frequently viewed and where users stop browsing the page, that is, at which point they lose interest in the texts.
Scrolling research allows for the assessment of whether the content has been read. It also facilitates finding the elements of the page that attract the most attention from the audience. This allows for the modification of content, for example in terms of length. Such information enables the optimization of page content, blog texts, or modification of articles in a campaign.
Data on scrolling can be used to design a website and create content layout.