Article | March 2, 2020
In the age of influencer marketing where brands and marketers feel somewhat new to the idea, it’s becoming clear that Public Relations professionals aren’t getting the credit they deserve. PR pros are the original influencers. I’ve been working under the public relations umbrella for *cough* two decades now. I describe PR as an umbrella because it covers so many different communications functions. From media relations and community relations to investor relations and crisis communications, PR practitioners know the brand story better than anyone and often serve to give a voice to the story.
Throughout my career, I’ve been fortunate to work with a series of professional sports franchises as well as my fair share of technology startups. In each role, I’ve led and impacted every function of Public Relations. Whether it’s using athletes or CEO’s as spokespeople or finding industry “thought leaders” whose ideas are established and trusted, public relations has been influencing since, well, forever. And the most exciting part of all of my roles has been in the relationship building.
Article | March 2, 2020
Though opening a new business seems an easy and exciting task, running and making it standalone in the market is a big challenge. In this ultra-modern technological world, merely having a website, buying a domain, or paying for its hosting is not ample. You need to go beyond this. To make your company unique and attract targeted visitors, which will eventually turn into customers, you need to adopt the method of digital marketing. But that’s not an easy job! According to a ‘Managing Digital Marketing’ study by Smart Insights, 46 percent of brands are short of a defined digital marketing strategy, while 16 percent have a strategy, but they haven’t yet integrated it into their marketing process. To make digital marketing widespread, it’s necessary to have continuous work and solid strategic planning.
Article | March 2, 2020
Content is of paramount importance to marketers. It plays a very crucial role in customers’ decision-making and influencing the direction of sales. Millions of content are produced in a day, but only a few create a positive impact on the audience and provide desired outcomes.
Content creators are too focused on creating SEO-based content blindfolded. Consequently, the quality of the content has been decreasing, losing its naturality. In addition, it is also not able to grab the audience's attention.
Let’s dive deep into the impact of quality content and find out how quality content is more valuable than SEO-based content.
SEO-based content writing is the practice of using keywords and key phrases within the content. SEO-based content consists of keyword research, long-tail keyword, short-tail keywords, anchor text, title tag, keyword optimization, content promotion, etc. Undoubtedly, it helps increase your search engine visibility, allow you get quality traffic, and endorses brand awareness, but paying extra attention can cause huge harm to your content and your brand.
Quality content is an integral part of marketing. It boosts your strategy and attracts the target audience. Quality content means producing relevant information, researched and in-depth content. Let’s understand how quality content is driving positive ROI and providing sustainable growth.
Essential Components of Quality Content
Some essential components make your content stand out from others and build robust connections with your customers. These components elaborate on how to create persuasive and valuable content.
Variety of Content
Different people have different choices. Therefore, approaching an audience with a particular format of content is not advantageous all the time. In other words, you can say, different formats of content are utilized for different purposes. Therefore, approach your audience with a diverse range of content such as blogs, e-books, whitepaper, videos, case studies, social media content, etc., to provide them an exceptional experience.
Ultimately, brands’ utmost priority is customers. While creating content, you need to keep your customers in mind. A customer-centric content persuades your customers to buy your products or services. It helps in building a long-term relationship with your customers.
Research is the most essential and valuable part of creating content. It provides competitive analysis, market information, trends, etc. By doing insightful research, you reduce the possibility of risk and enhances the possibility of success.
Appealing, Engaging, and Relatable Content
Create content in a tone and voice that appeals to your audience and convinces them to know more about your brand. You can create engaging, informative, and relatable content to grab their attention.When the audience finds relevant and appealing content, they suggest to others about your brand and increase brand recognition.
One of the most significant parts of quality content is flawless grammar. While creating content for your brand, it is essential to take care of sentence structure, punctuation, connotation & denotation, etc.
Sometimes, flaws in your grammar change the entire meaning of the content or upsurges complexities. Good grammar provides clarity and increases the value of the content.
User-generated Content (UGC)
According to Turn To Networks, UGC is highly advantageous in influencing 90% of shoppers. Many marketers and advertisers believe that UGC is an effective medium to make the audience into long-term customers. It improves the quality of the content by increasing the engagement of the audience. Therefore, your brand should focus on engaging your audience where the users can generate content.
Avoid Excessive Usage of Jargon
Prominent content strategists believe that usage of jargon in your content excessively creates more confusion than informing your audience. Understandably, jargon can’t be ignored entirely, but make sure your language is as clear as possible. You can define your jargon very concisely so that your audience can easily understand what you are conveying.
Ignore Controversial Content
Sometimes audience gets hurt by the content as it disturbs their religious or political sentiments. As a result, they take it personally and cause damage to the brand’s reputation. Hence, avoid creating such content that provokes people and compels them to disown your brand.
Quality content and SEO-based content both are essential to reach business outcomes. Both help in boosting sales, generating more leads, grab the audience's attention, and drive positive ROI. They also help in providing a holistic approach and making your content marketing strategy conversion-focused, value-based, and data-driven but, still you should implement SEO in your content marketing to enhance your Google visibility.
Stimulate your knowledge and reach perpetual growth in your business by implementing the above tips in your content strategy.
What are the advantages of quality content?
Creating quality content boosts sales and brand credibility, grabs the audience's attention, and persuades them to experience your products or services.
What is content intelligence?
Content intelligence is a highly advantageous method to understand the content's performance and create a robust content strategy.
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Article | March 2, 2020
There seems to be a lot of confusion in the marketing world about two vital, but different, digital marketing techniques: SEO and content marketing.It is easy to see how someone would be confused since they often appear in articles and blogs as separate entities, and many marketing specialists draw a line in the sand somewhere between the two.The truth is a lot more complicated. Content marketing and SEO are natural complements to each other. They both fuel each other and act as the necessary gears of any successful digital marketing campaign.