Engage with your customers and target audience with quality articles and posts
Content Marketing and Outreach
'Content Marketing' is quite a broad term, and basically is all about delivering to customers and a business' wider target audience engaging content in whatever locations they might tend to be online. This includes Social Media, Newsletters and Email campaigns, as well as Article marketing which is the subject of this page. To find out more about our approach to Social Media and Email please follow the links provided.
Article Marketing and What Customers are Looking For
Engaging with potential customers using article marketing tends to be a tactic used by larger businesses. This is simply because writing articles which are good enough to interest real human beings actually takes some thinking about, as well some research and a selection of pictures, custom graphics (or infographics) and calls to action. So this type of marketing can be comparatively expensive. That said, a well written article, on a relevant or current topic of interest, can spark further ideas in people reading them, and potentially result in them visiting your website and possibly become a customer.
Interesting topical content can also reap a 'viral whirlwind', ie if interesting enough, readers will tell colleagues, friends or family which can then spread like wildfire. This is the holy grail of content marketing of course, but it can be achieved when you get it just right (no guarantees).
A matter to note as well, is that every business and brand is, at least a little, unique. The articles being written need to be appropraite to the business concerned and utilise the right voice, tone and style for the business and its customers.
In setting up and running an article content marketing campaign, we would have these as central features for everything that was done.
Article Marketing Tactics, SEO, Siloing and Pillar Marketing
Content marketing through articles usually involves creating articles and then placing these either on your site or on other popular sites or blogs receiving significant traffic, and ideally also relevant to your sector. Placing articles on your own site is usually inexpensive, placing on other sites can be similar or can cost £hundreds, all depending on the site targeted and what they believe they have to offer. Using previous connections or persistance, if your article is on an interesting subject and they think the source of the article (you) is of sufficient authority, it is possible to get placement at the inexpensive end of the spectrum, even free.
Placing articles on your own site or related blog of course gives you more freedom with what can be done with each article, and a number of strategies have developed over the years which we can assist you with. Through our SEO service we have been doing these for many years. Some techniques are being discovered more broadly and have now been given labels such as 'Siloing' and 'Pillar Marketing'. These can be effective for SEO by inter-page linking tactics funneling and grouping 'link juice' and the focus of a website for a particular subject on the most important pages or landing pages for that subject, maximising potential for higher search enging rankings. Pillar marketing also will involve having articles focused on questions people may have about a particular subject which may be tangential to a business' offerings, but by talking around the subjects and using cross linking to principal landing pages and product or service pages, the site builds a reputation of authority with Google at the same time as adding to the inherent siloing benefits.