Our A to Z of content marketing helps you get a handle on one of the most important aspects of digital marketing - find out each day what you should be paying close attention to.

Content marketing is becoming increasingly important. It has such a broad effect, from boosting your SEO rankings to helping generate warm leads for sales to jump on, but the concept of content marketing is still relatively new.

There’s a lot to get to grips with when it comes to content marketing, from SEO best practice to whether you should jump on the viral bandwagon. With all this in mind we’ve created a content marketing A to Z to give you a run through of the terminology and what you should be looking to implement.

K is for

Keywords

Keywords are the breadcrumbs between your customers and you, the road signs on the information highway. How you use keywords to direct traffic to your site is an art in itself, especially since Google’s Hummingbird update has changed the relevancy of keywords. The focus is now on well written content, but without the right keywords in that content Google won’t know where to point your potential customers.

L is for

Learning Process

Marketing is intrinsically about education. It’s a process of educating your readers, audience and users about the strengths and advantages of your product or organisation, often against the power of a rival competitor. Approach your customers and demographics as the uninitiated, what’s the best way to make what you’re teaching them stick?

Long Copy

Today, we’re often told that long is bad and that immediate and brief is the norm. Of course it’s obvious from the length of this post that we don’t agree, long copy has its benefits. It fits in particularly well lower down the B2B Funnel, where it takes the form of Whitepapers and eBooks. You can use it to move potential customers to leads, and get greater data capture. A good piece of long copy can perform well for years (with the necessary updates) and is a good investment for any company.

M is for

Metrics

Metrics are vital if you want to see which of your campaigns and content are making the most impact. Tools such as Google Analytics are vital in being able to look at the statistics for pageviews, interaction, and traffic to your website. Marketers these days should be making their decisions based off hard data, and without the proper analytics tools you can risk putting all your spend in areas that aren’t functioning.

Monetizing

At the end of the day, the stone cold truth is that you’re in this marketing game to make money. Ultimately, how can you convert the interest and traffic you’re receiving into cash? What kind of strategies will turn your users and readers into customers and consumers? This is where you look at your Funnel and how you’ll move potential customers along it to conversion or transacting. Look at key areas of weakness such as the Data Capture elements on your site. If they’re not working then your content marketing campaigns will be a lot less effective.

N is for

Your newsletter is an important part of maintaining consist engagement with your readers.

Native Content

Native content is what will drive your content marketing campaigns. Curated content is all well and good, but it doesn’t present you or your company as an expert to your target demographic. Producing your own content is key to gaining the trust of your audience, and gaining authority with Google Authorship.

Niche Content 

Niche content, or niche blogging, is a relatively new concept, but tapping into specific user areas and demographics, rather than spreading your net wide and thin, could be a winning strategy. However, when working with niche content be aware that you will see lower site traffic and difficulties in targeting without proper research, but the potential gains are much higher when you get it right.

Newsletter

Your newsletter is one of the main points of contact with your Audience, along with your Social Footprint, it’s an important part of maintaining consist engagement with your readers. Sending it out on a regular basis means that people know when to expect (and can look forward to it). If you’re using a marketing automation system that gives you the ability to allow users to set how often they receive a newsletter, then so much the better.

O is for

Organic Search

Not the name of an airport security procedure, but actually a term for search results that are relevant and natural to the searched terms. People find organic search comfortable because it means that they feel in control. Keywords are not as important as they once were, but you’ll need to include the relevant ones to make sure that Google (and others) know what you’re talking about.

 

Come back tomorrow for more!

By Dorothy Mead, Chief Acquisition Officer at blur Group.

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