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Content marketing for leads

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Content marketing is high priority for technology businesses. This means that the resources and budget allocated to content marketing are growing.

What is content marketing?

Content marketing is an approach to marketing where you post information on your website that will answer the questions people are typing into their browsers.  This content enables people to find your company when they search the internet. The content can be text, images, info-graphics, video or podcasts. Most of the content on the web is simply text. However, people seem to love viewing video and that has become a sought-after form of content.

Businesses like to use case studies for content marketing, and technology businesses use them a great deal.  Customer success stories are ideal for marketing high value products and services because they encourage more buyers to purchase the same solution.

Because search engines reject duplicate content, content marketing articles have to be unique, that means they should not be available anywhere else on the Internet. This is why case studies work well, they never appear elsewhere on the internet because they belong to your company.

However, companies use other forms of written content as well. “How To” articles and guides to best practice are also popular forms of content. Some people publish company news or blogs where they comment on industry news or research. These forms of content also work well because the information is genuinely valuable to the reader.

Writing for the web

Website content has to work for search engines as well as human readers. Ideally the writer should know about SEO techniques, and write with the needs of search engines in mind. If not, an SEO specialist can edit the text afterwards.

While this sounds easy, it can be difficult to create enough content of the right quality. You will only succeed with content marketing if people actually find your content useful.

Working to a content plan or content strategy will help.  Digital marketing specialists usually start by making a content plan which helps them to focus on the right topics. As mentioned above, case studies, news, and new research are all good material to include.

Finally, the content should be written to a high standard which reflects your company’s brand and values.

Content marketing usually takes more effort than people realise, but when it is done regularly and well, it can bring a company to Page 1 of Google. Companies usually include a short web form where people can leave their name and email address if they want to stay in touch. These contacts will be the company’s sales leads.

Is content marketing a low-cost form of marketing? Many people think it is, compared to the traditional activities such as attending a trade show or staging a paid advertising or marketing campaign, these can have significant costs. However content marketing requires careful planning and copywriting skills to prepare enough high quality text, and to do this on a regular basis. If content marketing is to be effective, it is unlikely to be easy or free.