GUEST POST from Colin Cieloha of Skilled.co
The majority of businesses understand the importance of advertising and marketing online, such as buying ads or using social media, but they may not understand the value of content marketing. Inan age where people are becoming ad-blind and skeptical of the “hard sell,” it may be time to take a more subtle approach.
One popular method of doing this is content marketing. Content marketing is the creation and distribution of written content (articles, blogs, etc), video, infographics, and lengthier social media postings that aim to inform the web user rather than beat them over the head with your products and services.
According to data compiled by Skilled.co for a new infographic on how content marketing can benefit your business today, a staggering 70 to 80 percent of web users ignore paid search ads and focus only on organic results.
This means if your website doesn’t have a blog or section for articles that cover topics in your industry or niche, you could alienate a large number of potential customers. After all, it’s content that drives search results in the first place. If your site focuses mainly on your products, services, and company info, people using search engines might not even find you. The more content your site has targeting your keywords, the better.
Likewise, data suggests consumers view an average of 11.4 pieces of content before making a purchase. This may include reviews, general articles related to the product, and tutorials. Today’s consumer wants to be informed before they buy something, and that doesn’t mean just reading the product description.
In 2017, the content at a marketer’s disposal differs greatly from just 10 years ago. Video is now ingrained into consumers’ daily lives and they crave visual stimulation. This is demonstrated by video content, which is 40 times more likely to be shared on social media. Users who view videos about a product are also 1.81 times more likely to purchase said item. Even including the word video within an email subject line boosts the open rate by 19 percent and the click-through rate by 65 percent. If you don’t have video content related to your products or services, you’re missing out.
Interestingly, it’s much easier to rank for keywords in the search engine for videos on the likes of YouTube than it is with pages from your own website. To take advantage of this, you could create a video for every blog post you make, ensuring you get the most organic exposure.
Video can be used across your social media profiles, including Facebook, Instagram, Twitter, and YouTube. You should also embed video within your site’s content.
Users can also embrace visual stimulation in the form of images. One modern medium that should be included in your content marketing strategy is infographics—text and images based on facts and data. Hiring a graphic artist to design the infographic will ensure it’s as eye-catching as possible.
Users are 30 times more likely to read an infographic than an article and infographics are shared 3 times more on social media. This doesn’t, however, mean articles are dead. In fact, because infographics often take the form of images, you should include an accompanying article on your website so the graphic is indexed by the search engines. With this in mind, infographics generate 45 percent more search volume and traffic than other types of online content.
It’s also important to include relevant images within blog posts and articles as 94 percnet of written pieces that contain images get more views. In fact, articles that have an image every 75 to 100 words are shared twice as much on social media as those that don’t.
Don’t forget that the filename of the image, title, and alt text should all include descriptive keywords as your site can gain a ton of traffic if it is ranked well within Google image search.
Ultimately 85 percent of marketers now use content marketing to increase web traffic, social media engagement, and sales. You’re losing out to the competition if you aren’t one of them.
Colin Cieloha is an American author and content marketer at Skilled.co. He writes about everything that will draw his attention with a general focus on the trends in the tech world. When he’s not writing, he’s spending his time traveling the globe and snowboarding. You can follow him on his Twitter at @ColinCieloha or on Linkedin.
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