Whether you are deeply linked to Digital Marketing industry or nor, you have probably heard about link building by Content Marketing, and its importance. There are plenty of ways to try the mentioned purpose, but most of people match about creating regular and relevant quality content as key, specially for long way goals.
Recently, the market has adapted to significant algorithmic shifts and adopted a content marketing approach to link building. This move has led brands and SEOs to create huge volumes of content, often in a silo, with the pure purpose of building links to drive organic search performance. This approach rightly focuses on hitting channel KPIs, but it overlooks the wider business performance implications and consumer needs.
Meaningful Brands is Havas Group’s measurement of brand strength, and over the last 10 years, the Meaningful Brands have outperformed the stock market by 206 percent. This year, for the first time, the study has looked at the role of brand content and whether or not it adds value. The study found that content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives. Eighty-four percent of people expect brands to produce content. Yet 60 percent of all content created by the world’s leading 1,500 brands is poor, irrelevant or fails to deliver; most content is seen as clutter by consumers.
1. Define the strategy and KPIs
You know you need to engage the target audience throughout the purchase journey, and any strategy needs to outline how to achieve this. For instance, what are the informational content requirements at each stage of journey? What authority/link requirements allow a brand to compete for top ranking positions?
2. Understand the audience and the purpose of the content
To create content that resonates and builds a connection with your target audience, you need to:
- understand your audience through personas, ideally augmented with emotional intelligence.
- define whether the purpose of the content is to engage with a retained audience or attract a new audience.
3. Connect across channels
To be truly useful to your target audience, it is vital to leverage an owned, earned, shared and paid (OESP) approach where we specifically identify who and where our audiences are, when you should talk to them, and with what messaging.
4. Adopt the mentality of ‘less is more’
As explained earlier, consumers believe that 60 percent of the content that brands create is clutter. To elevate organic search and business performance to the next level, you need to adopt a consumer-centric approach and create far less content, but ensure that the content you do create is more impactful and lives across channels.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.