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What is Content Marketing?

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Content Marketing is an effective online marketing strategy that involves creating valuable free content that has a marketing purpose behind it.

Content marketing is a vital ingredient in any online marketing and SEO strategy. Search engines love content. More high quality information, articles and guides mean more opportunities for your website to attract visitors and convert them into customers.

Copyblogger has an excellent definition of content marketing:

Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Different Content Marketing Types

There are many types of content that can be included in a content marketing strategy. Some of the most popular and most effective ways are:

  • Infographics
  • Newsletters and email marketing
  • Blogging
  • Videos
  • White papers
  • Free reports
  • Resource centre
  • Case studies
  • User generated reviews
Usually the primary objective of content marketing is to get opt-in permission to continue sending content through via email or another medium.

Consumers Want Information that Solves Their Problem

Most searches on Google are informative in intent. This means that consumers are looking for information that solves a problem or answers a question rather than looking for specific sales pitches.

Having content that answers consumers questions and provides useful information during the investigation phase builds your website’s credibility, trust and authority in the eyes of the consumer. This helps to remove some of the sales resistance barriers as the consumer has learned to trust that your content is going to be relevant and high quality all the time.

Building this trust in your content allows you to keep the dialogue open so you can continue to market your products or services to your customers.

When useful content, information or resources are combined with a marketing purpose, they do two things:

  1. Build trust, credibility and authority in your website
  2. Educate customers so they will be more likely to buy from you in the future

Why you Should do Content Marketing

  • Engage visitors
  • Build email database
  • Turns more visitors into subscribers and customers
  • Good for SEO
  • Builds trust and authority in your brand

Content Marketing is a very effective way to grow your email list, improve your SEO and increase sales and should be a part of any online marketing strategy.

About Andrew Webber

I'm an avid basketballer who is passionate about internet marketing. I love local SEO and helping small business get more visibility. I am also the founder of SEO Maverick. Find me on Google+ at +Andrew Webber
View all posts by Andrew Webber

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There are 4 comments. Add yours.

  1. Rob Fischer

    Does it matter if your content is password protected. For example, portal.imaginit.com has loads of content, but it’s all password protected, you have to register to access it, does this mean it’s not helping our ranking?

    • From an SEO ranking and traffic perspective it definitely matters as the content behind the login area is not being crawled and indexed by search engines. This means that the content won’t appear in any search results as it cannot be reached by the search engine spiders.

      If you go to Google and put this in: site:portal.imaginit.com you can see which pages are indexed by Google on that particular subdomain. In this case there is only one page, the main login page.

      It really depends on your content marketing strategy! There are several different content marketing approaches and in this case, the content may be valuable enough that having users sign up to obtain access is the most profitable way for the business. However, if the information is available elsewhere and not proprietary, having it free to access for users and search engines could be an effective strategy for getting more traffic, and positioning the website as a reputable resource in its niche.

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SEO Maverick is an Adelaide SEO and website design agency specialising in local SEO services. Director Andrew Webber has been in the online marketing industry for over 8 years and has worked with some of Australia's biggest brands including: Elders, Rural Bank, Cancer Council and Ouwens Casserly.

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