The building blocks for a website content marketing strategy
Full-fledged website content marketing is an approach to story-telling in which the author is trying to tell a bigger story… something that is bigger than the authors’ brand and extremely valuable to the reader.
Evolution of Content Marketing
There are web hosting tools that provide the building blocks for a website content marketing campaign that can transform your company to a brand that owns the real-estate, rather than is leasing the land on the WWW.
Creative Marketing or Content Marketing?
Now that you really see that the overall marketing strategy is an approach to storytelling and it is full-fledged creative marketing, you see the value of it and see that it can begin a movement—a very strong movement.
Often times, a big corporation will utilize content marketing because it has proven to be a smart marketing strategy that is not only effective in raising visors, but this type of creative advertising can also build an asset in terms of your company website’s value. With unique, original content posted to your company blog in an consistent manner, you are building short-term traffic to your website plus building long-term traffic as well. If you are telling a good story, it doesn’t matter how long the story is. YouTube videos, for example, in the past were recommended to be a maximum of 60 seconds per video, but with creative marketing, if you are telling a story then the video can be as long as you like. The less you talk about your products or services, the more your stories will be shared.
One of the keys of content marketing is consistency. For example, we are referring to a 24/7 approach to content marketing. The biggest story is not about you, but something that you stand for, which makes a difference in your customers’ lives.
Content Marketing with WordPress—and the Social Component
Automating the cycle of creative website content marketing is now available to you—the smart business owner who wishes to attract people to a website and increase sales leads. This automation makes for a more effective and efficient content marketing strategy when used in collaboration with social. Here’s how it works…. Have you ever tried to share something from your WordPress blog on to Facebook and observed that it doesn’t seem to pull in on Facebook with all of the right information? You can fix this. You can automate and control your content on Facebook. A new WordPress plug-in is available that can radically improve your WordPress website content and how it appears on Facebook. It is known as “Facebook Open Graph” which is the technology behind-the-scenes that looks at content and tries to pull in the title and description, etc. This scenario occurs if you do not have something on your website “tagged” with the “Open Graph” tags on it, often times Facebook does not know what to do, sometimes it will pull in old or erroneous information.
“WP Open Graph” is a plug-in which, when installed into your WordPress, on every single post and every single page, it will show you a summary of what the data will look like when shared inside Facebook. It is called a “Facebook Snippet Preview” and it is a very powerful thing. “Facebook Snippet Preview” offers the convenience power that comes with the ability to edit how your posts appear on Facebook. Under the preview, it shows you the title and description, which you can edit.
Facebook Debugging Tool
Of further interest to website marketers is that Facebook contains a “debugging”, tool which allows you to enter a specific URL and “Object properties”. The URL of Facebook’s de-bugger is located at is developers.facebook.com/tools/debug When you paste a URL in the field and click the “debug” button within Facebook, you will see a report with a great deal of information about your particular URL. Specifically, what you want to look at is called the “object properties”. This includes the type of article, the title of it, the graphic that it is going to be pulled in, and the description. This plug in gives you the ability to preview and edit the title and description which are displayed when your content is shared on Facebook. Of most importance is that you—the Internet marketer—pay attention to the title and description. This plug-in will help you to control these results.
Additionally, this debugger gives you the ability to clear Facebook’s cache, So if you ever change something on a page of yours with Open Graph and, for whatever reason, Facebook doesn’t see it and still pulls in old data, you can use this plug-in, paste in the URL, and it will effectively “clear” Facebook’s old copy and instead insert the new copy. These two things combined—the plug-on and the debugger tool—allow you to control how your valuable content looks on Facebook.
The Evolution of Content Marketing
In the past, traditional content marketing consisted of “interrupting” your customers with an advertisement or sponsorship. Traditional content marketing simply asked customers to buy stuff. In contrast, today’s value of content marketing is an asset rather than an expense. Businesses transform themselves into a publishing organization to produce content that leads to a defined readership. Position yourself as the “go to” source in your industry. It can come in the form of a daily blog, podcast, TV show, newsletter, radio show, etc. in which businesses act as a publishing organization that will enhance and maintain a relationship with the customer.
The Goals of “Creative” Content Marketing:
- What is your objective? What is your goal?—Try to shorten the sales cycle for people to purchase your product or drive more quality leads, even growing your e-mail list by a certain size.
- What is the outcome for the audience?—Try to make small businesses or entrepreneurs be more profitable as a business by providing useful and entertaining content to them through your website or blog.
The Value of Website Content and a Loyal Audience
Once you define your mission, decide “what can you be the leading expert in the word at?”. This sets you apart from every organization on the planet. If you do not have an audience, you will need to pay people who do have traffic. But when you own your medium, or your platform, you do not need to pay anyone for traffic. Content marketing is the great equalizer on the Internet. If you build a loyal audience, magic can happen. If you can build an emotional connection between your business and your readers, you can, then, grow a loyal audience and build a larger e-mail list, which is a tangible asset. Often times, when you build a blog and it becomes a Hub in your industry, many people want to be “seen there” and will pay to be seen there. Advancing the art and science of content marketing involves telling people about topics, which even you might believe are not interesting, but may have the greater importance of helping your customers to succeed.
Social and Content Marketing
Three things are required in order for social marketing to work.
In order for social to work, the following are required:
- something interesting to say
- tell a story
- engage the reader
Instead of interrupting your customers with an advertisement with traditional marketing, you are transforming yourself to a provider of real value.
Why do some content marketing campaigns fail?
- If you talk about your products and services, which not many people are interested in reading about, your content marketing strategy will fail.
- The second reason your campaign could fail is if you stop posting content to the corporate website. Content is a promise to your readers, so when you stop, it s a recipe for failure.
Nothing happens over night. The goal is clearly to get your content shared, and in order to increase the chances of your content being shared, companies need to tell a story, rather than just talk about their products and services. 85% of corporate blogs have five or less posts. It’s a marathon and and not a sprint that never ends. “Me too” content marketing does not work any more on the Internet.
Long-term content marketing—Building website value
In the olden days, we had to pay somebody for advertising because they already had the audience. We had to pay to be in magazines, on high-traffic websites, radio and television ads. But when you own your medium or your platform, you do not necessarily need to pay anyone. The technology is available to take on any of these mediums and is called “the great equalizer”. With a loyal audience, magic can happen. If you build an audience so incredibly loyal, they will not mind if you try and sell something to them on occasion because you are consistently giving them so much value.
Growing an Audience
Develop a daily blog post every day on something that is “how to” oriented. Author, proof-read, and a manage your content such that you work with influencers from all areas. This strategy can help you to get valuable content but also get industry influencers in your content. Your Facebook fans are owned by Facebook, your Twitter followers are owned by Twitter and LinkedIn connections owned by Linked, but if you do not build your own audience with creative content marketing, you are using leased land. Indeed, a well-crafted “creative” marketing campaign can transform your company to a brand that owns the real-estate, rather than is leasing the land on the WWW.
E-mail Lists are an Asset
90% of revenue for successful content marketers are generated from e-mail subscribers, not people that you had to go out and advertise to. If you can build trust and get this person to subscribe, engage with your content, and then you can prove your worthiness, the person will come back to your organization when that subscriber “needs” something in your industry.
Content Marketing and Social—A Strategy
Do not get started with a social media marketing campaign until you have a content strategy campaign already in place. The best forms of content marketing are those that drive people to something in which they can engage with in order for social to work. For example, by using Facebook, Twitter and LinkedIn, you can drive an audience to your library of well-crated articles, encourage them to sign up for your newsletter, and continue to send them “creative” content which HELPS THEM. You need to produce content that provides your audience with real value. If you have a subscriber database, you can build real value.
When determining if your strategy works, ask yourself:
1. Is it driving sales?
2. Is it saving us cost?
3. Is it creating happier customers?
Whatever your goals are, they need to contain one or more of these three things listed above. Provide something interesting to show that will “move” people to action. Try to provide content that is sharable and valuable. Ask yourself, “How can I build that audience and provide something that is different and special from my competitors?”
Web Hosting tools for a Content Marketing Strategy
Remember, before starting a social marketing campaign, a content marketing strategy needs to already be in place. Web hosting providers offer tools such as WordPress, e-mail lists, social media apps and the essential building blocks for a content marketing strategy that has evolved to include social. With the right web hosting account, companies can work in collaboration with these two strategies—content marketing and social marketing—and build value plus increase your e-mail subscriber base, also referred to as the “revenue generator”.