More and more people would like to build up their independence and reach, such as through a blog. However, this is usually easier said than done. We at FIV met with an expert in the field of content marketing who told us everything about this complex topic.
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Why does content marketing work?
The answer is very clear, people are looking for information every day and want to get the best information available every second. In search engines, most start their search queries. Google in Germany plays a particularly important role here. With a usage probability of over 70 %. This means that most people today, especially in Germany, but also in other Western European countries, work via such search engines. Besides Google, there are of course many other industry giants that you should consider, such as Yahoo or Yandex. Yandex is used e.g. in Russia. Depending on which country you are in, you should therefore also get involved with the different search engines and their different peculiarities. For companies and enterprises doing business in the Asian region and in countries such as China, for example, special restrictions apply, e.g. in the creation of content.
Content marketing today is one of the great magic tools when it comes to generating reach. Since one pays for clicks in search engines under advertisements quite quite prices up to 7.06 ? (e.g. for the Keyword ?house sell?), it is worthwhile itself each click free of charge to generate by the use of content marketing.
Importance of content marketing: hype or paradigm shift?
Content has always been big, let’s just remember the extensive Brockhaus series, which at that time combined all the knowledge that Wikipedia brings together today, of course in a small format from today’s point of view. In marketing, however, content changes a lot. Because now it is possible to generate reach through the generation of many and above all informative contents. This allows free search engines to achieve immediate marketing success without having to rent expensive advertising space. Of course search engines offer the positioning in advertising spaces in prominent places, but today many companies work almost exclusively with content marketing for search engines. But the focus is not only on the search engine, but also on the user. Because once the user has landed on our site and is informed about our offer, our content must also convince and perform here. It is best if the user continues to click on our site and also informs himself about other content. From a marketing perspective, this is already a turning point. Many will change their thinking and new content will also be taught in colleges and universities.
How does content marketing work?
As described above, it is about the combination of quantity and quality. You need a high amount of information but at the same time a well-structured and clearly defined one. This depends on the text length of the individual pages in order to position in search engines. The same applies to the internal linking of our pages, so that under certain circumstances users may also be able to view further information. This way we increase the time spent on our website and show the search engines that we are more relevant than our competitors. Another great booster is the external links, so-called backlinks. This is about quality again. If the mirror links from its online offer to your online offer, this is a good link. However, if thousands of small companies link to their online offer, by buying backlinks for 100 $, they have many links but no quality. If you make good content, you share it. Magazines often refer to your articles, e.g. when the information comes from their page. Therefore it is important to place unique information, especially in the pages of the main menu. This increases the possibility that other sites will link to them. Of course you can also buy these links, as many large online shops do. So content marketing is always a mix of many different aspects. Search engine, user, system but also the information used.
What is a content marketing strategy?
A good content marketing strategy basically includes the information we discussed in the previous question. First, you need to make sure you create a tight content plan. What’s a deal? What closer aspects are there? If, for example, you are a real estate agent, then the topic of living or furnishing is very obvious. So you can consider 50 sides and/or Blogbeiträge to the topic real estates and brokers and around these to support still another 200 further about living and furnishing. All these articles should of course be well planned, so software is used. Software for search engines help you to analyze different keywords. The term “buying a house” is much less popular than “renting an apartment”. When apartment renting is so much more frequently sought, we should focus on city investing most of the time in buying the keyword house or selling house.
The more content you have created, the more frequently you can set internal links, e.g. if in another article you go into more detail on the energy saving card that every homeowner needs today. You now link the word Energy Saving Pass to this article. If the article is good, there is a chance that other blogs or magazines may refer to it, for example, because you take over part of their explanation or a quotation. Ensure constant and organic growth over weeks, months and years. This is how content marketing works in its fundamentals.
Who are the target groups for content marketing?
Content marketing is aimed in particular at Internet users. Internet users today are broadly diversified but still tend to be the largest the younger the target group is. Whereby the differences are really hardly relevant these days. The term Silversurfer was already trendy ten years ago, today it is quite normal for older people to google something. Our population is becoming more modern and more and more resort to online offers. Not only search engines but also e.g. food online shops. Who wants to carry their bottles home today? Everyone searches with search engines, so almost everyone is relevant to you! Only for people over 50 years you should think about the exact project, because there are still some who are less internet-affine. At least when it comes to projects such as online food trade, which is completely new.
What goals does content marketing pursue?
The goals of content marketing are quickly explained, search engine positioning and good rankings on page one, even better on number one. This is the primary goal of online marketing managers when managing new online projects. The secondary goal is then this new reach to convince every single visitor of the offer. This goes through headlines, e.g. when I got this product, it changed my life! Of course, it is also possible to place the text within the continuous text.
The relevance of content marketing for your business
How important content marketing is for one’s own company and business must be assessed by each individual. But the more important the search engine is for the company, the more important it becomes. The more you have to convince through digital content in text form, the more content marketing in its variety is important for you. Opportunities and risks must be assessed for themselves, but offers extremely many advantages in our modern is the company. The more you have to convince through digital content in text form, the more content marketing in its variety is important for you. Opportunities and risks have to be assessed for themselves, but content marketing offers companies in our digital world advantages. In particular, new ideas that first have to find their place in people’s minds. The search engine can turn even the small online shop into a big player, almost overnight. All you need is the right niche and the right trend!