{"id":401,"date":"2014-01-28T09:56:38","date_gmt":"2014-01-28T17:56:38","guid":{"rendered":"https:\/\/www.nettsolutions.com\/blog\/?p=401"},"modified":"2014-02-24T11:53:37","modified_gmt":"2014-02-24T19:53:37","slug":"15-things-you-should-know-about-content-marketing","status":"publish","type":"post","link":"https:\/\/www.nettsolutions.com\/blog\/2014\/01\/15-things-you-should-know-about-content-marketing\/","title":{"rendered":"15 Things You Should Know about Content Marketing"},"content":{"rendered":"

\"Content<\/p>\n

Content marketing was a big, big buzzword for 2013, not least in Orange County. By the end of the year, as luck would have it, some very good pins were stuck into the bubble of people thinking that content marketing is the answer to everything. \u201cContent marketing will never work\u201d is the must-read for 2014<\/a>, and the comments at the bottom are a must too. But before we get too contradictory right up front, keep in mind that Content Marketing was never the be-all-end-all for quick, impulse purchases and throw-away relationships.<\/p>\n

If you\u2019re thinking of content marketing for your Orange County business, you should also think of the multiple ways that content marketing is construed. Content marketing really is, simultaneously:<\/p>\n

<\/p>\n

    \n
  1. Education Marketing<\/li>\n
  2. Relationship Marketing<\/li>\n
  3. High-Information Marketing<\/li>\n
  4. Repeat Business & Referral Marketing<\/li>\n
  5. And Membership Marketing<\/li>\n<\/ol>\n

    It\u2019s all of the above at once, and all at the same time.\u00a0 Any given Content Marketing solution is going to combine all or most of the above.<\/p>\n

    What content marketing is not though, is a quick fix to otherwise failed SEO solutions. Marketing is about creating demand where none exists. SEO is much more about competing in a crowded competitive atmosphere where lots of people are already demanding what you\u2019ve got.<\/p>\n

    The main point, to \u201cContent marketing will never work,\u201d is that content marketing is not scalable and the results can\u2019t be verified and repeated. If you want quantifiable sales numbers from content marketing, you\u2019re probably better off looking elsewhere. Content marketing is not about the quick, anonymous purchase but about repeat business for relatively high information products and services.<\/p>\n

    Funny enough, the products and services that require higher information are also those which tend to do better on the internet. \u00a0You probably can\u2019t expect to do a lot with content marketing for hair barrettes or post-it notes or the things you see in the checkout aisle. Impulse purchases are (usually) inexpensive and don\u2019t imply much risk. Higher purchase prices require higher risk management techniques for which content marketing provides the due diligence environment and funny enough, the marketing environment, too.<\/p>\n

    Keep these 15 pointers in mind before embarking on your Orange County Content Marketing project.<\/p>\n

    1)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Your FAQ<\/b>. One very good way to start on a content marketing project is to build, elaborate upon and fully flesh out a good Frequently Asked Questions section for your business.<\/p>\n

    2)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Use the building of your FAQ to complement the keyword research<\/b> you\u2019re still doing. Keywords still matter even if they don\u2019t show up in your Google Analytics. All the searching \u2013 for the answers and the questions in your FAQ \u2013 should get you closer to a more complete list of keywords and phrases.<\/p>\n

    3)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Just like with boring, spammy old SEO, you\u2019re going to be optimizing all your pages with those keywords in the right places \u2013<\/b> meta-titles, meta-descriptions, page titles and copy<\/b>. But don\u2019t repeat them.<\/p>\n

    4)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Bounce rate<\/b> is still one of the toughest nuts to crack, so interesting engaging content and a good call to action are going to matter too. If you haven\u2019t got one on every page, a call to action that\u2019s easy to read and enticing, you need to get one.<\/p>\n

    5)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 300 words don\u2019t cut it anymore. Today\u2019s good content articles (those that rank) range from 700 words to 2,000<\/b>. Not every page, but those that require it \u2013 go for it.<\/p>\n

    6)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Mobile matters<\/b> and your site needs to be responsive. How well you do on mobile search will affect all aspects of how all your content shows up so pay attention and launch that mobile friendly site.<\/p>\n

    7)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Authorship \u2013 specialized markup<\/b> may be among the most important changes coming down the online marketing highway. Get used to it by starting, understanding and learning to fully implement your \u201cauthor\u201d tag<\/a>.<\/p>\n

    8)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Backlinks <\/b>today are an extension of online relationship-building. Don\u2019t try to automate them. Grow and cultivate them by being a decent online personality.<\/p>\n

    9)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Start your new persona on a fully-fledged Google Plus page for your business<\/b>. Your author will need another one. And make it count, with original content on your blog or site, and on your Google+ business page too<\/a>.<\/p>\n

    10)\u00a0\u00a0\u00a0 Beyond the often spammy Google+ arena, being a cool person or brand or persona is also a good thing to do in a real community. You can find yours on Facebook (B2C) or LinkedIn (B2B).<\/p>\n

    11)\u00a0\u00a0\u00a0 The connection between content marketing and social media is this: Excellent, proactive and helpful customer service. <\/b>It\u2019s perfectly ok to start sharing around some of those FAQ pages. They work and, when you consider that they\u2019ll be shared, you\u2019ll want to make them a bit more fun and engaging.<\/p>\n

    12)\u00a0\u00a0\u00a0 All of this leads us to Brand Development. <\/b>You can start to see what it actually means now. Your brand is the living embodiment of your business \u2013 as a person (see the next point). Nothing more. Nothing less. Making your brand into a living breathing person is something like building a really cool robot in your basement. No joke. But look at it this way\u2026<\/p>\n

    13)\u00a0\u00a0\u00a0 People buy from People<\/b> \u2013 Not From Businesses!<\/b> This is probably the most important thing left out of the anti-Content Marketing article above. Keep it in mind. You can use graphics to set a tone. But in large measure, your success in content marketing depends on the long form, and the long understanding of your business, your market, your customers and the personality that appeals to them.\u00a0 Even if you don\u2019t end up using all the content you come up with, the value to really exploring and regularly discovering more about your business can not be underestimated.<\/p>\n

    14)\u00a0\u00a0 <\/b>Emphasize what you do – Differently. <\/b>Too many content marketers just copy the same material from somewhere else. You can\u2019t possibly succeed that way. On the contrary, distinguish everything different, highlight and make it stick. <\/b><\/p>\n

    15)\u00a0\u00a0\u00a0 Ask for referrals, reviews, write ups<\/b> and make access to your social profiles easy. To bring it back almost full circle, all the attention you can garner is valuable, but some five star reviews are just absolutely necessary, keep after them. They\u2019re also far more valuable and cost effective than any other advertising or PR you will do this year.<\/p>\n

    Content marketing is getting refined, and it\u2019s getting better. There are some very good arguments against just pumping out cheap articles one after another. But pay attention to all of the above, work with a very good writer and you\u2019ll see remarkable success in short order.<\/p>\n

    Image via: http:\/\/commons.wikimedia.org\/wiki\/File:Content-marketing-cycle.jpg<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    Content marketing was a big, big buzzword for 2013, not least in Orange County. By the end of the year, as luck would have it, some very good pins were stuck into the bubble of people thinking that content marketing is the answer to everything. \u201cContent marketing will never work\u201d is the must-read for 2014, […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,70],"tags":[],"class_list":["post-401","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-search-engine-optimization-2"],"yoast_head":"\n15 Things You Should Know about Content Marketing - Nett Solutions Blog<\/title>\n<meta name=\"description\" content=\"Read "15 Things You Should Know about Content Marketing", the latest online marketing article from Nett Solutions: Orange County Online Marketing Agency.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nettsolutions.com\/blog\/2014\/01\/15-things-you-should-know-about-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"15 Things You Should Know about Content Marketing - 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