Content Marketing

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Content Marketing Services

How do you share your brand story? How do you tell people about your products and services in a way that attracts and converts them into loyal customers? Through content marketing.

As a business, you want to tell a cohesive story across your brand and website. You also want to market your story to the right people, through the best channels, and in the right formats.

Content achieves this and bridges the gap between brand strategy and your larger digital marketing strategy.

If you’d like to invest in this type of marketing, it’s important to understand how it fits into the larger picture of your digital marketing and business goals.

In this primer, we’ll define content marketing and cover why SEO is so crucial in developing the type of stories, or content, that offer value to your customers.

What is Content Marketing?

Content marketing is the practice of telling stories to promote your brand, products, or services online. In this case, “stories,” are pieces of content designed for a specific target audience. The process includes strategy, creation, optimization, distribution, and performance tracking.

Most content pieces are either educational or entertaining – but all are valuable to the target audience.  Great content educates and entertains people; it builds trust and admiration for your brand; it gets people wanting more so that when the time comes to buy those products or services, they will buy from you.

Stories can be told through a variety of online mediums, including text, video, images, and infographics; they can also be told in a variety of formats, including articles, blog posts, website content, and motion graphics, to name a few. With so many types of content and so many channels of distribution, it’s important to know how to select the best way to tell and share your story.

Since these stories are told in the digital space, you always need SEO and content marketing services. An in-house or agency SEO expert is essential to informing every aspect of your content strategy.

Which Type of Content Do you Need?

There are many different types of content you can produce and market. Some of the most important content types include:

  • Website content: Landing pages, product/service page, news releases, about us pages.
  • Blog Posts: How to, culture, best practices, questions, why, lists,
  • Photos
  • Videos: Demos, Culture, Vblogs
  • Podcasts
  • White Papers
  • E-Books
  • Infographics

There are hundreds of content types created today, and more are added to the list regularly. We recommend finding a list of the essentials and then working with your team to pick the best types of content according to your goals.

Content Marketing Distribution Channels

You have a blog post, or an infographic. Now, how do you share it? Where do you publish it? This will be a part of your content strategy. In fact, you will find that the best content is often created based on the distribution channel you choose.

There are three main types of distribution channels:

  • Owned: websites, blogs, newsletters, and social media.
  • Paid: traditional advertising, pay per click advertising, social media advertising, and sponsored content.
  • And, Earned: social influencers and industry publications.

If you’re going to create content for owned channels, for example, you’ll need website copy, blog posts, and social media posts.

Search Engine Optimized Content Marketing Services

We love companies that do the hard work of brand strategy – understanding who they are and what they do. But sadly, many businesses think that the work stops there. Stories are powerful, but they will not be found without proper SEO and content marketing services.

Consider the SEO expert a specialist on all things search engines and an expert on how people use search to find the products, services, or brands they’re looking for.

Since great storytelling requires empathy, you’ll look to your SEO to help you with insightful data on your target audience. Keyword research, search data, and website analytics can all help your marketing or brand department enhance or fine-tune customer personas – the key to creating content that connects with an audience.  You get to learn what these people are searching for; their pain points and problems. Armed with this knowledge, you can write meaningful stories that demonstrate empathy. If you can prove to a customer that you understand and care for their problems, they will be more likely to trust you when you offer a solution. While empathy is not the only trust factor, it’s a strong one.

In addition to helping you write content that converts, SEO’s work hand in hand with website developers to implement both on-page elements and technical SEO tasks.

Along with keyword research, SEO’s can assist with on-page tasks such as content topic selections, content quality, and meta tags. They can also help with technical aspects of a website, such as site speed, mobile usability, content management systems, and server maintenance.

Finally, if you want someone who will audit, keep track of progress, track analytics, and monitor the performance of your content, an SEO expert is the resource you need.

A Word on Content Marketing and Your Brand

Content marketing is what moves a brand strategy, so make sure that your brand work is done before diving into this branch of marketing. In fact, the content strategy supports your brand strategy – not the other way around.

When you invest in developing and documenting your brand’s personality and unique selling proposition, you set a solid foundation for good storytelling. If your brand is developed and you’re ready to explore how this type of marketing can help your business grow online, we can help.

At Calinetworks, we offer the content marketing services you need along with the people who will do the work for you. Our teams include expert SEO analysts, SEO copywriters, and experienced content strategists. Each member of our team has over 10 years of experience in their craft and can help you with everything from strategy to content creation and performance tracking.

Case Study #1: Content Marketing Growth for an Insurance Company

Graph showing increasing organic traffic over time for insurance website

Case Study #2: Content Marketing Growth for a Lawyer Website

Graph showing year over year organic traffic for large legal services website

Case Study #3: Content Marketing Growth for an E-Commerce Website

Graph showing year over year increase of organic traffic for e-commerce website