This blog was originally published in June 2018 and was last updated in August 2020.
“Content Marketing” used to be a niche tactic of a few companies who clocked on early to the fact that getting found on Google involved creating lots of content on their website – focused around keywords – and promoting it all over the internet and social media.
Now, everyone is creating content.
Nowadays you don’t just have “content marketing”, you have “content marketing for lead generation”, “content marketing for SEO”, “content marketing for B2B” B2C, E-commerce – the list goes on and on.
Today the world wide web is so full of “content” that finding something helpful and worth reading (or watching if you’re part of the new cult of video content marketing) is like finding that proverbial needle in the proverbial haystack.
So, we have to ask.
Is content marketing still important?
Why is Content Marketing still Important?
There’s a reason pretty much every company with a website (which is pretty much all companies) have gone in on content marketing.
It’s because the way their customers shop (whether they’re B2C or B2B) has changed and become more digital centric.
Shoppers’ natural instinct when looking to buy something isn’t to go to a shop or pick up the phone to a sales team, it’s to go online and start doing research on the products they’re looking for.
Some research has suggested as many as 87% of shoppers start their “shopping journey” by doing research online first.
Not only that, but these online shoppers are increasingly using their smartphones for researching products and services.
To put it simply, if you’re not doing content marketing for your website, you’re not likely to be found by your customers and they’ll just go to someone else.
It’s not like they’re stuck for choice today when they can find almost anything online.
What content should you be creating?
Content marketing isn’t about you. It’s about your customers and what interests them and what information they need to make their lives easier.
It’s hard to hear, but your customers don’t care about you. They care about their own business or needs.
Your job as a marketer, is to give them the information they need, in the form they find most useful.
There’s a good book out there called “They Ask, You Answer” written by Marcus Sheridan which makes a good point that the key to successful content marketing is to figure out what questions your customers have, and focus all your content around answering those questions.
It’s suggested there are some key areas to focus on with your content:
- Best in class
If you can create content around these core topics and come up with some enticing article headlines and present your information in an interesting way, you can get success out of content.
Content Marketing and SEO
In essence, to grow your e-commerce business in 2020, you need to increase the amount of traffic heading to your website.
Search engines such as Google are continually trying to improve user experience and to do so, are constantly changing their algorithms so that the most relevant content is found at the top of their rankings.
There’s an old joke in SEO circles that the best place to hide a dead body is on the 2nd page of Google because nobody ever goes there.
If you think about it, when was the last time you went to the 2nd page when you were shopping for something online? Honestly, how often do you even bother scrolling down to the bottom half of the first page?
This is why using content marketing and SEO to get as close to the top of Google search as possible is so important.
Providing useful, relevant content will increase the amount of trust your users and search engines have in your website when looking for information on any given subject.
The more relevant your content, the higher the engagement.
In turn, Google will recognise your website as a credible site and increase your rankings accordingly.
The truth of the matter is that in terms of SEO, many techniques will come and pass when trying to get a quick boost up the rankings, but the importance of quality content marketing has just grown in importance.
Consumers will continue to demand the highest quality, most relevant information available.
Why Content Marketing still works
Although the content you provide on your website isn’t sales orientated, it goes a long way to selling your product or service.
Yes, some of your content needs to refer to your company’s product and services, but the primary purpose of your local SEO is to sell your brand to your potential customers by becoming a valuable, reliable source of information that they can use to make decisions.
Strong content marketing allows local businesses to form valuable relationships with potential clients.
If you’re ready to take the plunge into content marketing and are looking for a multi-disciplinary team to take you up Googles rankings, don’t hesitate to speak to Paramount Digital about our SEO services today.