Why Businesses Are Switching to Online Content Marketing

Your business is always looking for ways to get ahead and be more successful.  In this day and age of advanced technology, that can sometimes be a tricky endeavor. Many businesses like yours using online content marketing as a tool to give them a leg up.

Why Online Content Marketing

In today’s economy, nearly everyone is connected through some piece of technology, whether it’s a smartphone, tablet, home computer, or more likely, all three.  This has opened up an entirely new and exciting world for both consumers and businesses.  Even with the seemingly endless competition that you find on the Internet, there is an amazing amount of opportunity.  Thanks to the viral power of social media platforms like Facebook and YouTube coupled with continuous improvements in marketing automation functionality, businesses are able to promote their quality content more efficiently than ever. In addition, companies are embracing online content marketing because of its inherent SEO benefits, as well as its ability to drive web traffic, leads, and sales.

Brand Promotion and Online Reach

With online content marketing, businesses create content that speaks directly to their target audience and promote it through their website and social media. In this model, a company’s website plays a duel role as digital storefront and principle content distribution hub. Web-based content is most effective when it includes CTAs that direct visitors to unique landing pages for lead capture, and when it is shared on social media.

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As more people integrate mobile social into their daily lives, social content sharing is becoming more prevalent. According to CEO Mark Zuckerberg, Facebook users are now posting over 8 million things on the site each day. That’s a lot of content sharing.

SEO Benefits

In 2011, Google rolled out its historic Panda update, changing the search giant’s algorithm to favor fresh and original online content. Considered by some to be a death blow to traditional SEO, search engine optimization is now one of the most important elements of online content marketing. A recent study of online marketers conducted by SEOMoz and reported by eMarketer found that SEO is still the most commonly utilized inbound tactic for online marketers, with more than half practicing it daily.

There is growing evidence that businesses are continuing to spend more time and resources managing their growing online presence by producing content and optimizing its reach and effectiveness with traditional SEO techniques such as link building and keyword usage. In this way, online content has become the centerpiece of most companies’ SEO strategy.

Web Traffic, Leads, and Sales

One of the main goals of online content marketing is to drive quality traffic to your website-traffic that is more likely to convert into relevant leads and eventually sales. This is possible by offering quality content that informs and/or entertains, content that solves a problem or fulfills a need or a want. At the end of the day, the whole point of sales is need fulfillment. Providing your target audience relevant online content is merely a more efficient way to do so.

One caveat: as the old saying goes, Rome was not built in a day. Online content marketing takes time. Those expecting to see immediate results are in for a rude awakening. Keep in mind, with online content marketing you are building a complex and (hopefully) long-standing infrastructure that, like any bricks and mortar operation, will grow with time and effort. Consistency is the key. As Joe Pulizzi of Content Marketing Institute (CMI) notes, content marketing is not a campaign-it’s a business process.

When properly implemented, online content marketing can be a game changer for your business. Companies are always clamoring to get ahead and be noticed in any way possible, but all it really takes is a little planning and a lot of hard work and dedication.  You can’t simply throw caution to the wind and hope everything plays out the way you’re wishing. Instead, you must devise an online content marketing strategy that uses the best of what today’s technology has to offer.  From there, you can begin to build an Internet presence for your company that will spell success.



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