Content marketing has become a buzzword for marketing professionals. Definitions vary but it can be considered as a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to generate interest in its products or services.
Who Creates Content?
The question of who can best produce content for clients is debated amongst marketing agencies, with PR agencies, advertising agencies, social media agencies and various freelancers all vying to grab a slice of the content creation budget. Organisations should also consider if there are in-house resources which can be included in the content marketing activity.
Content Versus News
One area of confusion is where news and content overlap. Content can become evergreen and remain valuable to a business’s stakeholders for years, but news must be current and relevant. A company’s news might be the trigger for some content marketing and engagement, with a company’s content might lead to a news announcement, so can be a causal link.
Added Value
The objective for creating content should be clearly defined and aligned with the organisation’s overall purpose and values. It is easy to post videos to YouTube, upload a blog post and start tweeting but there needs to be some value for the viewer. The numbers surrounding content creation are staggering – 300 hours of video are uploaded to YouTube every minute. Finding relevant content has become much more sophisticated with social networks even recommending content they believe is most appropriate to the individual. A successful search is only part of the process, however, as once found, the content needs to be informing, educational or entertaining.
Content Planning
SEO experts can provide advice on optimising your content but with ongoing changes to the way the internet delivers search results, this guidance will only be of partial assistance. Google’s own advice is to “provide high-quality content on your pages, especially your homepage. If your pages contain useful information, their content will attract visitors. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic.”
With online shoppers visiting up to as many as 37 different websites before making a purchase, your online content also needs to sell the business and stand out amongst the competition. This is where using an agency such SRF can bring experience, having written content for websites such as Heathrow Express and Purple Parking, drafted newsletters and produced blogs for clients in a broad range of industries including commercial property, hotel revenue software, air conditioning, travel and transport.
