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Business Marketing


Strategies for Marketing Online – Content Marketing

Online, internet, or digital marketing is the primary way most companies and even smaller businesses now get the word out to consumers. Without an online presence, you may as well be invisible because you just won’t be seen, stand out, or be in a position to generate new leads and compete with others in your niche.

There are numerous approaches to marketing online. Just one of these to consider adopting a strategy for is content marketing.

Content Marketing Defined

The term “content marketing” refers to a specific type of online marketing strategy that creates and shares relevant content. Not confined to the online realm, it aims to attract and engage the brand’s target audience and potential new leads.

Content marketing may incorporate everything from website landing pages to email newsletters, blog posts, podcasts, videos, social media posts, infographics, emails, SMS marketing messages, manuals and protocols, brochures and flyers, commercials and advertisements, and other types of media.

These are created and shared to entertain, inform, inspire, motivate, explain, captivate, and engage your target audience. In doing so, they should also convey your brand values, experience, knowledge, and insight, and help ensure you are memorable to consumers.

An effective and successful content marketing strategy will:

  • Boost brand awareness
  • Enhance your SEO results and boost your rankings
  • Increase your visibility online
  • Improve your authority as an expert and thought leader
  • Attract more leads
  • Improve customer loyalty and retention
  • Reduce operational costs
  • Increase conversions

A Few Ideas…

All content you publish, whatever its form or platform, must be of high quality, offer value to the audience, and be on-brand. 

Include SEO target keywords into your content (to boost your search engine results page ranks. Link these back to the relevant pages on your website or within your blog.

Evergreen content is content you publish that will help increase traffic towards your website on a long-term basis. This is because it has been optimised for search engines and remains relevant as trends, news, and the passing of time do not influence it. Your website home and landing pages and some blogs are examples of evergreen content.

You can also repurpose content. This takes good quality content (e.g. a blog post or website landing page) that is outdated and reviews, updates, and refreshes it for republication.

Dynamic content is important for good SEO results. The simplest way to achieve this is via your onsite blog – post a new, 100% original article at least monthly (more often is better).  

Trigger interactions (especially on social media) by asking questions, inviting feedback, running contests, polls, surveys, and similar to enhance audience engagement.

Try to avoid using AI-generated content. Yes, it’s an easy, “cheat” way of doing things, but there is nothing like well-written, good-quality human-created content. To many audiences, AI-created content stands out a mile and can be extremely off-putting.  It’s also easily identifiable by free AI detector tools; search engines may even punish its use in terms of SEO results.

For the very best outcomes when marketing online, seek help from a professional internet marketing agency near you.


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