Content Marketing
Content Marketing
Google always says content is king and now more than ever this is true. With Search Engines getting smarter at distinguishing genuinely useful content versus AI generated repetition or light keyword-stuffed pages, it is critical to create quality content that users will view and share. Content can come in the form of written blog posts, manuals, guides or downloads, visual diagrams, infographics and pdfs, video content on many platforms, as well as audio content such as podcasts and more.
It can be difficult to come up with content that is not already out there, but the key is making it better, more informative or entertaining, and going deeper to answer questions or explain information that users want to know. This all starts with the intent of the user, which fits with their motivation for searching online to meet one of these needs -
Informational Searches: These people want to learn something, this can sometimes be researching before making a purchase, or solving a problem.
Transactional Searches: These people want to buy something online, or sign-up for something.
Navigational Searches: These people are trying to find a place and this is where Local SEO comes in, often supported by content relating to a location.
When we understand the intent of your target audiences, we can create content that meets their needs. If they are at the beginning of the sales funnel this will demonstrate your expertise and build trust with them, while if they are near the end of the sales funnel we may be able to convert them into a positive action such as an enquiry, phone call, purchase or meeting.
Aside from meeting the needs of users, content marketing helps with SEO and website traffic. Google has many factors that contribute to how it assesses and picks which webpages to show in Search results, and in what order. Google says it wants to show Search results from sources that demonstrate -
Expertise - actual knowledge and advice that is demonstrated in a way that shows the writer or content creator has training, credentials or the required high level of expertise on a topic.
Experience - insights, tips or tricks that come from someone who has obviously gained experience on a topic, this can be made more authentic by giving opinions or anecdotes.
Authoritativeness - the reputation of the website that is providing the information, this is often demonstrated by other sites linking to the site or sharing it. These backlinks are seen as votes for your credibility.
Trust - comes from meeting the above three criteria, having a website that is secure, and having a solid reputation online that ideally is built over many years.
We tailor our content marketing solutions for individual clients based on their own in-house resources, their target audiences and of course their objectives.
What Are The Benefits Of Content Marketing?
Clients often don’t have time to work on content as they are too busy working in the business, but implementing even a basic ongoing strategy such as one blog post a month can have many benefits:
Build Brand Awareness: by having more content in front of users online we can build your brand recognition.
Engage With Audiences: by building trust and demonstrating expertise and personality we see clients get new leads into their sales funnel.
Market Research: researching the market helps you understand your audiences better and find new opportunities.
Improved SEO And Website Performance: search engines want to present fresh, useful, quality content so they favour websites that offer this, and quality content also gains shares and backlinks that can further improve your positions.
Channel Integration: quality content supports other initiatives such as Social Media Marketing, offline marketing, promotions and even recruiting.
Our Content Marketing Services Include:
Research: Using various tools to analyse what target audiences are searching for online and in what formats, as well as reviewing what competitors or market leaders are doing.
Brainstorming: Creatively figuring out what content could work for a client, and how to make it more useful than what is already out there.
Content Creation: Clients sometimes create their own visual or written content, and sometimes we do it for them.
Optimisation and Distribution: Whilst the focus is on the user, we also need to do as much as possible to help the Search Engines crawl and index it, and to share or boost it to gain exposure.
Repurposing: Quality content can be presented in many forms, the core is the information, and then we look at other ways to present it whether in a written, visual or video form. Content can often be re-used in effective advertising campaigns to raise awareness and enter new leads into your sales funnel.
Measuring and Review: Some content works better than others, and sometimes we get surprise winners, but we don’t know unless we review results.
There’s a range of content marketing options available and we can normally develop a plan to fit your budget, so get in touch for a no-obligation chat to discuss what might work for you, or call us on 022 164 4137.
Client Testimonials
"OA got us brilliant improvements with our Adwords with dramatically improved click-through rates and much better use of our budget. Thanks!"
Robert Turner
Director, Turner Media
"It has been an absolute pleasure working with you and Online Advantage and I want to reiterate how much we appreciate your effort, and partnership over the years."
Kim Martin
Marketing Manager, Craigs Investment Partners
