3 Building Blocks for Content and Search Marketing Success

The search-marketing environment that we live, communicate, and work in has changed rapidly from a once siloed landscape to a connected, innovative, and consistently changing ecosystem. Content has become the catalyst that drives demand and fuels search and digital marketing campaigns.

Today’s modern search and content marketers need to have a diverse set of skills and knowledge that allows them to understand audience needs and demands and create content and advanced marketing strategies around them. In order to navigate around the new content and search marketing environment, it is essential to keep three things top of mind so you can streamline your strategic approach.

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Audience

If you want to stay relevant and maximize return on engagement in today’s new marketing world, then you need to understand your audience. Knowing, listening to, and understanding your audience is a key step that helps you to connect with your consumer.

From social media monitoring, to audience profiling, Web analytics, and traditional research and business strategy, understanding your buyers, personas, and target audience helps you map and build demand- and content-based strategies to deliver the right message to the right consumer at the right time and in the right format.

Demand – Interwoven With Content

Successful demand generation allows people to discover who you are. For many this takes the form of outbound marketing – events, email, telesales, business development, and, let’s say, more traditional methods.

Techniques are streamlined and automated to make the process much more scalable. However, such techniques are still intrusive to the customer to a certain degree, with limited audience understanding needed.

Over the last five years the way we market to people has changed. People want to be made to feel relevant, they want to understand and learn before they buy. The rise of digital and social media has fueled this consumer need for engagement and the move from push to pull types of marketing. This is where content and demand are interwoven.

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While content marketing moves at a slightly slower pace than traditional outbound marketing (in terms of the time and resource of quality creation), it has far better long-term results. Content and inbound marketing techniques encompass some traditional outbound techniques, such as email, but also look into far more engaging search, social, and digital techniques such as blogging, social media, search, and digital marketing and content catered to the community through conversation.

The new buzzword in marketing, “native advertising,” now allows brands to distribute content more effectively (through sponsored content). It is a form of converged media that combines paid and owned media while allowing you to distribute and increase reach via earned media (social).

Content

Balancing content and demand generation campaigns is a key focus for many businesses in 2015. The way to master, drive, and coordinate this is led by content marketing strategies.

Fulfilling demand and creating quality demand has roots in content, quality content. Content that connects with the right audience fuels success across all your paid, owned, earned, and offline media.

In order to close the loop on your content and demand generation activities, it is important that you set metrics, track, optimize, and measure your campaigns (multiple content streams/types) as much as possible.

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