Your overall positioning will influence traffic types and patterns, and your traffic patterns will also influence your SEO standing. It’s all a two-way street, and the rules sometimes change over time. To this end, having your SEO on point can be challenging and having an SEO-friendly website can take a while to build (search engines do tend to favor more established businesses).
As Arketi Group says “keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.
Some of the brands covered here are newcomers to the market, while others are household names that have been around for more than a century. However, they all have one thing in common: they recognize the value of creating great content to engage their audience and generate new leads. Get inspired by their examples and use their success to fuel your own content marketing efforts.
Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.
Now that you understand your main audience, place yourself in their shoes. What are they searching for when they need your product or service? Make a list of basic keywords surrounding your brand, as well as any variations (‘New York painters’ and ‘New York painting,’ for example.) You know your niche well, so draw from all possible terms used for what you have to offer. Once you have these keywords, integrate them into your content. There are a few reasons why:
When content marketing started becoming increasingly popular, it was believed by some that content marketing would be a passing fad, among others given the huge increase of content created. Early observers and practitioners called this the ‘content marketing backlash‘. Another term – that expressed this sentiment, was introduced later and was contested by Joe Pulizzi – was ‘content shock‘.
Post consistently. Just like with your blog, it isn’t enough to post a few sporadic tweets, nor do you want to blast followers with a bunch of posts all at once. Post consistently and at effective times. We’ve found that posting early in the morning or after 5 p.m. earns the most engagement, but you can play around with timing to see what’s best for you and your audience.
Worthy of note, there’s also After Class, a B2B “partner empowerment” blog dedicated to an audience of studio and gym owners, as well as instructors. Promising “powerful insights from industry experts to better manage and grow your business,” After Class features a range of utility content, from marketing and writing tips to financial advice, as well as trend pieces, partner profiles, music and reading recommendations, and even a selection of webinars. The best part? None of it tries to sell ClassPass services. Instead, the content is useful, educational, and inspiring, and speaks to the core of the brand.
With so many channels, platforms, and methods of communicating with audiences, it’s easy to overlook the classic email — but email is very much alive and well. In fact, email drip campaigns are one of the simplest, most effective ways to provide targeted, high-performing content directly to your readers, enhance their experience with your brand, and enable the sales process.
Content marking is creating content that can be shared with customers through various forms. Examples include videos, blog posts, and how-to guides. The content shared must be relevant, engaging and informative. Businesses use content marking to reach new customers and retain existing customers. Traditional marketing and content marketing are not the same!
The Chanel website is all about storytelling. It is a content marketing spectacle that takes viewers into the world of Chanel through distinct chapters. The chapter on ‘No.5’ demystifies the most famous fragrance of all time, ‘Coco’ gives viewers a glimpse into Mademoiselle’s world and chapters like ‘The Lion’ or ‘The Jacket’ reveal secrets behind quintessential Chanel staples.