When people hear the words “content marketing” the term “blogging” often comes to mind; however, there is a lot more to content marketing than simply publishing blog posts. It’s important that business blogging efforts are supported through the development of content marketing strategies that drive customer engagement.
Business Blogging Does Not Equal Content Marketing
Blogging is part of content marketing; however, content marketing by definition is “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” The problem is that too many businesses blog without considering how they will successfully accomplish all of these objectives. For instance, consider the elements mentioned above. Content relevance and value can have very different meanings based on whether the intent is to attract, acquire, or engage.
Since the primary objective of content marketing is to drive profitable customer action, this simply cannot be achieved with a business blog alone. Marketers must provide “useful content that speaks to those customers at different buying stages.” Therefore, some types of content should attract potential customers; while others should work to acquire and engage customers. For example, blogs are one of the best marketing tools for attracting new customers and retaining existing customers; whereas case studies, whitepapers, and infographics are generally used to acquire and engage.
Winning Content Marketing Strategies
Whether it’s a blog post or a white paper, nothing matters more than exposure. Search engine optimization (SEO) is one of the best ways to increase content exposure; however, SEO shouldn’t be the only technique used to attract, acquire, and engage an audience. Exposure should be supported through a larger content marketing strategy. For instance, owned, earned, and paid media have enormous SEO benefits and can be excellent ways to quickly maximize content exposure.
To reach the largest audience possible in a targeted fashion, marketers can begin leveraging these three content marketing strategies:
- Owned Media Strategy: distribution channels that you control such as your website, email updates, or social media profiles. Here are just a few tools that can help streamline owned media distribution:
- Buffer: helps distribute content via your social media channels. You can link all of your social media profiles to the Buffer platform and schedule posts to maximize exposure.
- Earned Media Strategy: media outlets where others can share your content such as social shares on other people’s profiles, guest posts, media coverage, product reviews, or service reviews. Here are a few examples of earned media platforms:
- PR Newswire: connect with a public relations (PR) representative who can help increase your reach by distributing targeted press release promotions.
- Paid Media Strategy: exposure you pay for such as pay-per-click ads, display ads, or social media ads. We have included examples of paid media options (other than Google) below:
- Paid Social: pay Twitter, Facebook, or LinkedIn to promote your posts and increase reach.
Certain types of content should only be promoted using one method; while, in other cases, you may consider all three of these content distribution strategies. Study this Venn diagram to see how these areas can all work together!
If you have a content marketing strategy that isn’t working or would like to build one from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of business blogging, content strategy, and content creation experience. Contact us to request a free consultation and evaluation of your current content marketing efforts!