The phrase “content marketing” is on many, many PR pros and communicators’ lips these days. The hype is inescapable, but you may have been avoiding getting into it. Is it really worth the effort?
I’d say so. Here’s my take on why it makes sense:
• You’ve been using social media for some time, but you’ve forgotten why. The time has come to check that your investment is generating real business results. The only way to do this is to make it part of a holistic content marketing strategy.
Rebecca Scully is managing director at Smarts PR.
• Content is driving SEO. The days of SEO trickery are long gone (thanks to Google), and high-quality online content rules the day. Owned content is best, and the more it is shared the better. Finding a way to create, host, and share your own content is the key to improving your online visibility, and who doesn’t want that?
• To improve measurability. Content marketing brings with it an opportunity to design and deliver campaigns that are even more measurable by, among other things, monitoring the source of traffic to the website (by search or social media) and generating high-quality leads.
• The boss is continually asking about return on investment. When times are hard, marketing budgets come under scrutiny. At such times, the ability to demonstrate real business value is crucial. A content marketing strategy will help you show the direct relationships among content-pushing activity, traffic to the website, and business inquiries.
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• You feel like a change. Why not? Content marketing offers a world of options and possibilities beyond the traditional press release model.