A Breakdown of Content Marketing
Today in 2023, organisations everywhere rely on digital marketing as a foundation for adapting to the ever-changing, highly digitised landscape that surrounds them. The core of digital marketing lies in content creation. In this article, you will find everything you need to know about content marketing, from the different types of techniques to tips for your business.
Defining Content Marketing
Before diving into the details, we must first understand the basics. What exactly is content marketing?
In short, content marketing revolves around creating and sharing materials online including videos, blogs, and social media posts. It does not explicitly promote a brand but is intended to generate awareness and stimulate interest in its products or services. Content is the driving force behind all successful digital marketing campaigns as it not only encapsulates and educates your services and offerings to customers but is also central to optimising strategies including search engine optimisation (SEO), pay-per-click (PPC) advertising campaigns, social media marketing and much more. So, what exactly makes for good content?
For centuries, storytelling has been a powerful tool, weaved into the fabric of human history to shape our thinking and behaviour. And there it is – the key to good content is the ability to tell a good story. Facts, figures and specifics can be undoubtedly mundane. If you can transform these aspects into a captivating narrative, therein lies the secret to creating exceptional content.
Integrating Content Marketing into Your Business Goals and Objectives
The purpose of content marketing is to build trust with your audience, improve conversion rates, stay connected to customers, and grow your business. Since content marketing brings many benefits to businesses, it is critical to start focusing on your marketing plans in 2023. Here is a four-step process checklist on how this can be achieved.
Step 1: Generate strong brand awareness
Accomplish this through high quality content. The content that you put out reflects and represents your brand. This is the starting point where audiences begin forming perceptions and associations to your business based on what they are reading. The better impression you make, the stronger the brand awareness and credibility of your brand.
Step 2: Enhance brand loyalty with entertaining, informative content
The most common reason people use Google is to have their queries answered. The ability to answer these queries in an informative yet entertaining way increases brand top-of-mind-recall and keeps audiences coming back to your business. These positive associations to your brand based on your content marketing enhances that loyalty between you and your potential customers.
Step 3: Make blogging part of your content marketing strategy
The best way to curate informative and entertaining content this 2023 is crafting blogs that revolve around the nature of your business. It showcases your expertise without explicitly saying so. Beyond imparting your knowledge, readers also stand to gain by receiving high value information. This win-win situation between you and your audience allows you to set up long term lead generation and fully optimise SEO.
Step 4: Increase brand authority through credible content
Brand authority refers to the trust your brand has earned. Credibility is the driving force behind brand authority. Credible content includes using your marketing channels to celebrate positive press coverage, collaborating with respected influencers and popular non-competitors in your space and interviewing thought leaders associated with your industry.
Different Types of Content Marketing
Content marketing in Singapore is not a one size fits all solution. At the end of the day, it all depends on your purpose. With a range of content marketing from blogs to social media, let us explore each one to help you decide the best type of content marketing for your business. You can even mix and match them! Before that however, it is important to note that content writing is not to be interchanged with copywriting. Many tend to interlink the two since copywriting also leverages storytelling. Though similar in that particular area, their differences abound.
Content Writing VS Copywriting: What Is the Difference?
Content writing and copywriting are primarily distinguished from each other by purpose. Content writing is all about education and entertaining your viewers with high-quality, valuable content. Copywriting on the other hand, persuades viewers to take action related to your business’s sales process. Since content writing revolves around education and entertainment, length of content is typically longer than that of copywriting. It is plausible to persuade readers to take action in just a few sentences but almost impossible to educate them in that manner. If your content is too short, it might not offer much value to readers.
With regards to tone of voice, copywriting takes on a more emotive approach. According to research conducted by Havard University Professor, Gerald Zaltman, over 9 in 10 consumer purchases are driven by emotion. Since the goal of copywriting is associated with driving sales, emotional play is leveraged upon, persuading readers to take action.
We then come to the most important element. How does each one differ when it comes to SEO performance? Generally, content writing outperforms copywriting by miles. Replacing commercial intent with informative intent offers higher value to readers and makes for better enjoyment and sharing. At the same time, long-form content tends to rank more for keywords than short-form content. It attracts more views and leads to more backlinks (links from a page on one website to another) which all play a part in your website earning higher search rankings and search traffic. So, before creating a new piece of content to use in your digital marketing campaign, ask yourself: What is the purpose of that specific piece of content?
Defining the Relationship Between Content Writing and SEO
When it comes to digital marketing, content and SEO are closely linked. Content is key to SEO performance, especially in 2023. As mentioned above, the nature of content writing’s longer length makes it better for SEO as it allows for more effective placing of keywords. Integrating relevant keywords into your content is important to have articles rank higher on Search Engine Results Pages (SERPs). Since Google is always finding ways to improve the search experience and aims to provide relevant and specific results, creating content just for the sake of doing so might not help with your rankings. Your content should be relevant, offer advice and shed some industry expertise, all while keeping your readers informed, entertained and interested. Remember to also pepper in selected keywords throughout. These elements are key in determining the success of your SEO performance.
The term skyscrapers is derived from the skyscraper technique, which is a content creation method for building high-quality backlinks. Skyscrapers are long-form content marketing assets that are 1500 words or more in length. They are a popular SEO content marketing strategy that revolves around sourcing for topics that are performing well on search engines and creating content that is better than existing ones. By using comprehensive content to target an important search term or trending topic, skyscrapers draw traffic and links. When it comes to content marketing, skyscrapers due to their length, can help improve SEO due to increased keyword density. With the right content, they can attract more readers and increase your following, allowing you to better define your target market, reach the right audience for your business, boost your SEO rankings and improve your web visibility. Do remember that length and quality must come hand in hand.
For audiences, skyscrapers deliver the highest value of knowledge compared to the other types of content marketing. With in-depth information that usually encapsulates and breaks down different elements of popular trends and topics, readers are left well educated and satisfied with the content they have just consumed.
Blogs are regularly updated websites or web pages that contain information of different topics displayed in reverse chronological order with the latest upload at the top. The purpose of blogging is to keep readers engaged by regularly uploading new posts. Each new blog post is an important part of any content marketing strategy. Blog articles provide a medium where you can start to build your brand audience and entice people to your website. Having up-to-date, well-written blog articles will help enhance your SEO marketing strategy and improve your search results on SERPs. This is because they are relevant, build brand authority and contain prominent keywords, which are crucial factors in optimising SEO to rank well in SERPs. Moreover, you can also build your organic backlink profile as people share your blog content which is helpful to them, boosting ranking and visibility in 2023 and years to come.
For audiences, especially those who are keen on a particular topic, they get fresh content every so often that centralises around said topic. This allows them to be more well-informed on something that interests them and be able to educate themselves on the different facets of one main topic. For example, should a reader be interested in astronomy, blog articles expand this main topic into subtopics such as ‘different constellations to spot’ or ‘learn more about Saturn.’ This is also known as the topic pillar cluster, which will be elaborated further. Ultimately, This constant wealth of information is a treasure trove of knowledge for audiences to enjoy.
Infographics, also known as digital content creation, are graphic visual representations of information, data or knowledge intended to present quickly and clearly. Infographics make for one of the best ways to educate your audience in a more entertaining manner. It adds value to your content, enhances engagement and helps you achieve your digital marketing goals faster. At the same time, infographics are the ideal content type to share on social media where attention span is limited, since they are visually appealing and quick to digest. From an SEO point of view, infographics are effective for link building as it retains relevancy and can be shared easily even over time. Get the best out of infographics by combining them with other content marketing types including skyscrapers and blog articles.
To further enhance SEO when using infographics, firstly, remember to optimise image file names. Include target keywords at the beginning and separate them with hyphens as this works best for search engines. Secondly, use alt texts. alt text is the written copy that appears in place of an image on a webpage if the image fails to load on a user’s screen. This text helps screen-reading tools describe images to visually impaired readers and allows search engines to better crawl and rank your website. Thirdly, include your brand logo onto your infographic to establish branding. Adding a logo to your content means your brand will be recognised in all embeds and shares. Last but not least, add sharing buttons. Sharing buttons allow users to share your infographic across platforms for greater visibility and outreach.
For audiences, infographics are a breath of fresh air on data driven platforms with comprehensive, text heavy information. It dissects and highlights the important points, making what would otherwise be a long, dry and difficult-to-process content easier to understand. With pleasing aesthetics and the common use of bright, vibrant colours of digital content creation, it offers a different take on data and transforms the consumption of information into a more fun and enjoyable experience for audiences.
Videos are popularly maximised when it comes to content marketing because they are entertaining and easy to digest just like infographics. With regards to information that requires in-depth explanation or visuals such as fixing or installation, videos are the way to go. In the right hands, videos can be a powerful way for companies to spread their message easily and widely to a large audience. It strengthens your content marketing funnel by building loyalty and trust with your customers, position your brand as an expert, boost conversion rates, develop lasting relationships with your audience and much more. Just like infographics, videos can be used in combination with blog articles and skyscrapers to further expand on certain data.
ALSO READ: 7 Types Of Video Content For Marketing
Across all content marketing types, videos are probably an audience’s favourite because we are wired to retain visual content better than text. It marries two things that best catch our attention – movement and sound, which plays a significant role in conveying effective messages. We enjoy videos immensely because they are the best way to encapsulate the essence of storytelling through text, music and images.
Social media are interactive platforms that allow the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks. You can use social media to create a strong brand beyond the product itself, demonstrating commitment to the organisation’s goals, and connecting with the audience on a deeper level. Furthermore, it allows you to alert your followers about sales and new products, introduce exclusive tutorials and tips about the products and solutions you sell, and provide them with relevant market data and news. Social media content marketing influences SEO by increasing brand recognition, enhancing brand reputation, improving visibility and organic traffic and boosting local SEO. In fact, Sprout Social has found that 89% of people say they are more likely to do business with companies they follow on social media.
For audiences, promoting content on social media is one of the fastest ways to be updated on any events including sales, deals or launch of a new product. 57% of consumers follow brands on social media to learn more about new products or services. Content is also typically short and accompanied with visuals, offering a refreshing perspective on the brand as compared to viewing them on their websites or other digital marketing platforms.
Content Marketing Tips and Strategies
For those without digital marketing experience, content marketing can be a new and daunting challenge. Here are some tips and strategies to help you optimise content marketing for your business. Alternatively, we at OOm, a content marketing agency in Singapore provides a suite of digital marketing solutions and SEO services to help you with your content and SEO strategy.
Understanding your Customer’s Journey
Understanding your target audience is fundamental to any good content marketing, especially this 2023. Your target audience is after all the people you will be marketing to. Understanding your target audience means understanding their buying journey. The customer journey is the process by which a customer interacts with a company in order to achieve a goal. There are many processes in between from when your customer first gains awareness of your brand to purchase. By understanding the challenges your target audience face, you can create content in relation to how your products/services mitigate these challenges making for more relevant content. This optimises your SEO strategy as relevancy is one of the key factors that can help improve your ranking on SERPs.
Learn more: What Is The Consumer Purchase Journey?
Adopt the Pillar Cluster Model
The pillar cluster model creates a better reading experience while improving SEO. Since Google favours topic-based content, this becomes integral in any digital content creation.
As briefly mentioned above with the astronomy analogy, the pillar cluster model revolves around one main umbrella topic, surrounded by ‘sub topics’ to support the main topic. Not only does it make for better content organisation, it also generates a plethora of content for blog articles and skyscrapers. Internal linking is used to connect these topics together, signalling to Google that they are related. Using this model helps audiences find all the answers they need to every question they may have without having to leave a site. The idea is to exhaust a single concept, so that audiences can identify a problem, evaluate solutions, and justify their decisions all at once, keeping them on your site longer.
An SEO agency considers all of these before creating and publishing campaigns, which help increase the relevancy of their content. When done right, pillar and cluster content can boost traffic and create higher quality leads by nurturing each lead from start to finish. More pages on your site can also rank easily on Google as the model uses a more deliberate site architecture to organise and link URLs, helping searchers find information on your site more easily. These contribute to better digital content creation and content marketing.
Learn more: SEO 101 How To Use Topic Clusters
Create Comprehensive, Quality Content
Search engines tend to rank longer content, especially with digital content creation, higher than shorter content. Firstly, more keywords are used and secondly, it has a greater probability of earning backlinks. The more comprehensive and useful a long form piece of content is, the greater its value. Given the choice, users would prefer not to pour over countless separate content in search of titbits of information. They want everything they need in one place and Google understands that. As long-form content is usually more comprehensive on a given topic, it is more likely to provide the answers users are seeking, without forcing them to do extensive research.
However, with that being said, being detailed and in-depth does not suffice. Content must also be relevant to readers in order to better optimise for SEO. It involves creating content that will help readers walk away with all the information they need. Firstly, quality content generates higher click-through-rate (CTR). CTR is an important factor to Google when ranking your website. The more clicks you get, the greater your chances of ranking higher on SERPs. Relevant content also helps you to gain high quality backlinks from high authority websites and that is what a digital marketing agency does. This enhances your credibility and trust which are important elements to Google. Therefore, the more quality backlinks you have, the more likely you are to rank on google.
Create Multimedia Content
A mixture of various media content types makeup multimedia content. This includes video, text, infographic, images, audio etc. Having a strong multimedia content marketing strategy helps to effectively and efficiently reach your target audience. It is the perfect way to synergise a text-heavy content mix as it allows you to communicate your message visually, enliven your brand, make your site more dynamic, and increase social sharing and traffic. You can also include other formats such as interactive photos, editable code modules, interactive charts and graphs, and more.
Multimedia can promote engagement, conversion, and link share. Since Google prioritises these, the benefits of quality content in generating backlinks and audience engagement can be long lasting.
Common Content Marketing Services
As seen from the above, there are many different faucets to content marketing and not many may possess the time to execute these different strategies on their own. If you are planning to incorporate content marketing into your business strategy, fret not for there are many digital marketing agencies in Singapore that provide a suite of content marketing services to help you better optimise content marketing.
Content marketing strategies focus on developing and distributing relevant, meaningful content to attract, retain, and ultimately, drive profits from customers. Strategies can include development of content and their timelines, SEO performance based on that content, maintenance of content and more. The goal is to convert audiences into loyal customers and advocates of your brand. The following pointers are some of the services that some digital marketing agencies provide that forms the entire content marketing strategy.
A content marketing agency in Singapore mostly executes different types of content to attract more attention, leads, and conversions. They also incorporate the latest news and happenings to increase the relevance of their materials.
Content creation forms the basis of content marketing. Without content, there would be almost nothing to market. Skyscrapers, blog articles, infographics and videos are just some examples of the range of content. The key to creating quality content and improving ranking is to ensure that it is relevant and informative. Though content creation is the fundamental basics of content marketing strategies, developing quality content that readers will enjoy can be a tedious and time consuming process without the relevant experience.
Therefore, engaging a digital marketing agency to help can alleviate these concerns. You no longer have to spend hours thinking about the blog topics and more to write several articles and share them on your business’s social media platforms.
Content optimisation is the process of ensuring that content is written in such a way that it can reach the largest possible target audience. There are many different elements to content optimisation from the small details such as optimising your title tags and images to the actual content.
For the small details, ensure that you have the appropriate meta title and meta description. (Meta title gives your webpage a title, an essential role in SEO while meta description provides data about your page to search engines and web visitors for easier search).
Image wise, alt texts and title texts are used for optimisation. Alt texts serve as alternative text for images that are unavailable for display while title texts designate the words that should appear when a user scrolls or hovers over an image. These help your audience understand the context of the image. For the main bulk of your content, ensure comprehensive information that is valuable to readers and maximise keyword usage.
Another popular way to optimise content to reach a wider audience is through paid ads such as Google Ads and Facebook Ads etc. These can help improve business exposure and conversions. In addition, paid traffic is practically spontaneous.
By using content optimisation and SEO services in Singapore, you can achieve increased visibility and conversions by using keyword research, SEO best practices, user behaviour, and competitive insight to inform their strategy.
Updating and maintaining relevant content is the key to exceptional content maintenance services. This is because Google loves fresh content, making this content marketing and SEO service extremely important to consider. Swapping out outdated statistics with fresh ones, removing old screenshots, or replacing internal links with more relevant ones will reinvigorate your brand’s content. Having regular blog articles being posted bi-weekly or monthly would be useful too. Most likely, this is the only page of your website that will see new content being published regularly. Therefore, before you engage any digital marketing agencies or SEO companies in Singapore, ensure that content maintenance is part of the package.
Content Performance and Reporting
Content marketing agencies that offer reporting services will give you the relevant numbers and statistics. Analysing SEO performance, website traffic and ranking are just some of the many SEO services digital marketing agencies in Singapore provide to help you determine the performance of your current content marketing strategy. At OOm, we go one step further by providing suggestions and rectifying your content marketing strategy should we detect any areas of poor performance. This is important as it helps adjust your content marketing strategy so it aligns with what is actually working. It provides insight to bridge any existing gaps you may have in your content marketing strategy while revealing new opportunities that can be leveraged on.
In our current landscape where the Internet of Things and online platforms reign dominance, it is imperative for businesses to embrace digitalisation to thrive in their industry. The best way is to use digital marketing through content creation.
Take your business to new heights with us today! As an award winning digital marketing agency in Singapore, we provide a suite of services to help you better optimise your digital marketing and content marketing strategy.
Contact OOm at 6391-0930 or leave a message on our website to learn more about effective content marketing strategy in 2023!.