2016/02/14

Online Outsource from Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.



The underlying message behind Content Marketing: Content marketing as an experiment is over; it’s become a critical business function. To be successful, you have to commit and “go all in.”

And yet, a recent Content Marketing Institute (CMI) survey shows only 20 percent of managers are doing this. So what’s a marketer to do?

An army of content marketers 3,500 strong descended on Cleveland this week for CMI’s annual conference to wander the sea of vendors dotting the convention floor, attend sessions on topics such as “Intelligent Content 101” and “Complete Search Optimization,” and hear inspiring calls-to-action from industry leaders, including Joe Pulizzi, head of the Content Marketing Institute (CMI).

Content marketers know what success looks like and how to measure it—and with this recap of highlights from the conference, you can too.

What do you need to measure content success? start with key questions about your content to drive insights and action. Consider the following:

  • Which pages bring the most visitors to your site?
  • What content works for visitors?
  • What content works for search engines?
  • Is your content generating engagement? Getting visitors to take action?
  • Which pages have high or low on-page time?

We noted that different tools can help you track practical information like:

  • Directional data on how visitors engage with your content.
  • The number of backlinks, social shares, and mentions, so you can gauge the popularity and relevance of your content.

While stressing that content marketing is not the same as content production, We reminded the audience that “Good marketing isn’t free, but great content is mandatory. And without great content and a marketing strategy, the data is useless.”

In his presentation, Andy Crestodina of Orbit Media highlighted the importance of effective topic selection, a focus on SEO, and promotion—both online and offline—to content marketing success.

Topic selection often starts with keyword research to source ideas and semantically searched phrases, using tools like Google search, Keywordtool.io, SEMrush, or Moz to help. Once you’ve landed on phrases or keywords for your topic, focus on the content itself.

Our recommendation: If you want to create content that achieves a high level of both shares and links, concentrate on content with a strong opinion and original research.

Finally, as much as content is about traffic, leads, visibility, and brand, it’s also about the connections and social interactions that come from sharing content far and wide. we explained that commitment to wrapping something “not-so-unique” in content helped turn plastic bricks into a beloved product and valuable brand that’s instantly recognized worldwide.