We’re search marketing specialists.
That used to mean being technically proficient in making a website tick the boxes for the robot spiders and the latest algorithm created by the search engines.
Today, being a search specialist demands more than technical proficiency, we have to go far beyond traditional SEO and PPC practices.
We developed our approach, Content-driven Search Marketing because to build a strong, effective and profitable online presence you now need to take a different tack.
Your search marketing plan has a far greater impact on your overall marketing strategy than simply ‘getting rankings’ or ‘PPC conversions’.
With the increasing power of social media, the internet is being rebuilt around people, rather than robots. Your search marketing needs to reflect this, and help build relationships with your audience of prospects, customers, suppliers and industry peers. But content isn’t just important for search.
Content is the heart of an effective (search) marketing plan.
There are many different types of content, fulfilling different needs and supporting different elements of marketing.
Your brand copy should work like a CV for your business, giving people an insight into your personality and highlighting your skills, abilities and experience. It should let people know why you’re special.
This is the content that tells the world how great your business is, what sets you apart, and details the features and benefits of your products and services.
It also covers your customer case studies, reviews, testimonials, company history, staff information etc…
Your brand copy populates your website, sales literature, advertising and marketing collateral.
Well written, engaging and informative brand copy is essential, but it doesn’t fulfil all of your content needs.
We think that content marketing is about attracting, engaging and nurturing your audience. We often call it ‘commercially-neutral content’ because it doesn’t try to sell to the reader, but rather to inform and educate.
By creating and publishing content that doesn’t directly promote your business; you help to build your reputation as an industry authority and a credible provider of information, rather than just another company trying to sell stuff.
As you become more widely known as a thought leader and industry publisher, you will find more and more traction within your market.
Commercially-neutral content can be news, feature pieces, whitepapers, guides…
If we take a step back from ‘search’, and simply consider the best way to reach your target market, build interest, brand loyalty and ultimately increase sales…it seems a natural conclusion that the theory we apply to SEO and PPC is just as relevant for every aspect of marketing, both on and offline.
Content marketing will attract and persuade your online market. Your brand copy will help nudge them into a sale.
Great brand and commercially neutral content makes you stand out from the crowd, and there is a huge variety of channels at your disposal for broadcasting that content:
- Your website
- Sales material
- Marketing collateral
- Social media
- Email marketing
- Print advertising
- Hosted events
- Press releases
- Industry events
- Direct mail
- Promotional items
So, to recap
‘Content-driven’ isn’t really a search strategy, it’s simply best practice in marketing.
The right combination of content and marketing messages, delivered in an integrated manner across multiple channels will reinforce your brand presence and create a consistent and positive brand experience.
You need Content-driven Search to be successful online, but more importantly, you need to begin with a Content-driven marketing strategy.
Get this right and all your marketing activities and channels will be more integrated, consistent, comprehensive, and effective.