For the next two months I’m going to release a set of articles that discuss the top 5 biggest mistakes I see in internet marketing, with some supporting articles to better help you understand where to take your online marketing. You can view the articles here: http://bit.ly/1ohkl48 Today we’re going to learn why content marketing is an extremely important part of your online marketing campaign.
Why Content Marketing is Important
In 1996, Bill Gates published an article entitled Content is King. Gates used this article to voice his hypothesis of the Internet’s future success and a business’ opportunity to cash in on this to attract customers. He touched on and argued very valuable points, of which, this is my favorite:
“… to be successful online, a magazine can’t just take what it has in print and move it to the electronic realm…If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video.”
- The online media outlets (including your social networking channels) you set up need to be alive and maintained in order to survive.
- No one wants to follow your business if there is nothing that they can gain from it.
- Make sure that your content is always the most recent, highest quality you can deliver.
- As long as you are taking an active role in social networking, and engaging your customers, you’ll be fine.
Creating content is a vital part of helping your business stand out online. This is why content marketing should be a huge part of your business online campaign. Furthermore, you need new and unique content. Your content cannot be (constantly) directly copied and pasted from your website.
Your potential customers are connecting with your business via social media to interact with you, not to read your boring sales statements. Try to utilize different avenues of content to appeal to your customer’s different senses.
Videos, audio, blogs, questions, and surveys should fill your page. Once they see that this is a high caliber resource for your niche, they (your customers) will have no problem using your services or buying your products. Remember, people use the Internet to find information, if you can provide that to them, they will start following your network.
I want to see a filled out page, with a lot of information about your company. Don’t rely on your website as a crutch to fill in missing information. Your Facebook and LinkedIn pages need to have enough information to make me feel that I’d really be missing out if I didn’t become your fan.
Your Twitter needs to have really high caliber tweets that are not only frequent, but useful. Finally, your blog should provide well written articles on your company, recent customer interactions, information on what I can expect coming from your business, and free content that can be used to learn more about your company’s place in your niche.
Your social networking websites should contain up-to-date information about your company. Though you will want to have a little biography and background, mostly keep it stocked with relevant information, free advice, and opportunities for your clients to connect with you.
Always be positive in your postings to your social media followers. No matter what you are talking about, referring to, or trying to sell, make sure you keep a very positive professional attitude. I cannot emphasize enough how important it is not to turn people away by complaining, ranting, or talking about unrelated issues.
There is never a “coming soon” or “start-up” option for your online marketing campaign. The Internet is too packed with quality material for people online to follow what you are doing, unless you give them a good reason to.
The second part of your maintenance is to make sure to keep up to date with what other people post on your pages. It is vital you delete any spam comments, rude comments, foul language, etc. immediately. The only thing that should be on your Facebook wall from your fans/friends are positive comments, clean comments, and questions (that you answer).
There is no reason to allow someone to post abusive/spam comments about your company, or about another company.
Believe me on this, if your content is high caliber, your social media sites will promote themselves. You can have the best services, the best ad campaigns, the best employees, or anything else, and your social media sites will fail if you do not have optimum content at all times.
In closing, it’s important to understand that your content must also give an honest representation of your business. Don’t post about having the “lowest prices,” if you don’t. Don’t talk about how great your customer service is, if a Google search will tell any consumer about your 2-Star Yelp. If your business’ brand identity can’t back up the content you post—you’ll never have a long term online marketing campaign.