This is a continuation in a series of blog posts titled Focus, which encourages business owners new to online marketing to focus on one online marketing channel so they don’t spread themselves too thin. This post focuses on the online marketing channel of content marketing.
Focus on Content Marketing
Content marketing is the online marketing avenue that most companies need to be doing. In deciding which online marketing activity to focus on, content marketing should be a strong candidate. The reason is because Google is making technical SEO (the tweaking here and there of keywords on a page) further obsolete each month. Instead of worrying about the nitty-gritty details of keyword density and other factors, focus on beefing up your site’s content. It could be blog posts about “The Ultimate Guide to X” or “10 Ways to Improve Your Y.” The point is the more content your site has the more opportunities you will have to rank for keywords and bring visitors to your site.
If you want to maximize the value of your content (and who doesn’t?) then make sure you end each blog post or page with a call-to-action. As an example, this blog post has a call to action for people who would like help with content marketing. Scroll down to see it.
Who benefits most from content marketing?
Professional service firms, consultants, and online software service providers.
Companies doing it right
The best company that does content marketing is HubSpot, which is also the company that has done the most to popularize the method. Just check out their blogs, guides, and webinars to get ideas about how your business can implement a content marketing campaign.
Don’t overlook video
Video has become one of the most popular forms of content on the web. But most small businesses don’t do video because people don’t like being on camera, think they are no good at it, or simply don’t have the money to buy lights, camera, and video editing software. Last year Strategy6 invested in video and our total cost was around $800. Our videos have gotten us leads from Orlando, Florida and from right in our own back yard.