GOALS & OBJECTIVES OF CONTENT MARKETING
This is what most businesses think of when they hear the term “content marketing.” Being a marketing effort, content marketing seeks to generate leads which can be converted into sales and business revenue. In content marketing, we refer to content designed to move leads further down the sales funnel as “actionable content.”
Critical to boosting your website’s search engine results is creating content that other reputable, high-ranking sites will want to link to. Content marketers call this “affinity content,” though it’s known as “linkbait” colloquially. The goal of linkbait is to create something that other sites agree with, and thus will want to link to and share, which in turn both promotes your content and has a direct effect on how search engines like Google rank it.
It’s usually every business’s hope that the content they produce will go viral. While not every piece will reach audiences in the millions, you can still see significant exposure with the right kind of content. That exposure can turn into a significant number of leads, which then convert into sales.
While not every business recognizes its value, informational content (known to content marketers as “authority content”) can do wonders for your brand. By creating content that eschews pushy sales tactics, and instead seeks to fill an informational need in a subject your business specializes in, you set yourself up as a trustworthy authority figure on the topic. You engender trust with your audience, and elevate your brand in their mind..
BRAND PROMOTION EXAMPLE
Extra Space Storage is a national leader in the self-storage industry and is a long-time client. As part of a content campaign, they created a heartwarming video called “10 Things I Wish I’d Known Before Having a Baby.” We were thrilled when they reached out to a partner with us for some extra help in promoting their video.
Our primary promotion strategy was media outreach. We kept our pitches simple and to the point. Because we had an SEO focus throughout the campaign, we paid attention to things like links and referral traffic to analyze how each media share impacted the overall virality of the campaign.
In a word, the video went viral. The video currently has over 1.7 million views on YouTube and was picked up by a host of notable sites, including The Huffington Post, Adweek, Mashable and many others. The video also got phenomenal social shares and built a host of organic, high-quality links for Extra Space Storage.