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At Incite Creative, our holistic approach delivered as part of our CMO services incorporates content marketing strategies that positively impact our client’s bottom line. You see, by “feeding the beast,” we say — creating great content on our client’s web pages and blog posts — we are keeping the search engines well-fed. In turn, they will rank your website higher than your competitors that are content-deprived.
When most people hear the word “content,” they assume that it is something written. That’s mostly true, but it also includes video content.
And as noted above, it’s not just the creation or writing of the material that generates brand awareness. The magic happens when a great piece of content connects with the right distribution channels. And the most successful content marketing efforts occur when a single piece of content can be leveraged and adapted into several other touchpoints. This tactic saves time and money and will position you as a thought leader on a given topic and create engagement along the customer journey.
Imagine for a moment that a prospect types into a Google search or asks their Alexa to find “red widgets near me,” and there you are! There’s your website landing page all about red widgets, there’s a blog article you wrote about the benefits of red widgets over blue ones, and there’s a link to a helpful YouTube video where you show people how easy it is to install a red widget. There are three search results out of the gate and more opportunities to come. If you can land the highly coveted featured snippet (answer box) for “What is a red widget?” for example, you’ll reap the investment of your content marketing efforts.
Although not an exhaustive list, here are several examples of what content marketing includes:
Email still reigns as one of the highest ROI-producing marketing initiatives. When marketers are learning to balance data and emotional connections, email is a low-cost way to speak to a broad audience while still keeping the message personal.
Here are the many ways Incite Creative can help you use email as part of your content marketing plan:
Creating and maintaining a blog is one of the best ways to keep your website current and feed a content marketing strategy.
We recommend creating a monthly editorial calendar and creating opportunities to generate articles targeted to what the audience wants/needs along the customer journey, and incorporate video teasers where applicable. At Incite Creative, we have invested in trending topic monitoring tools to help guide what’s hot and what’s not. We also have tools at our disposal that can help update existing content — that which is performing well but needs an SEO refresh.
Facebook, LinkedIn, Twitter, YouTube, Instagram, Pinterest, TikTok, and so on. With so many social media platforms, how do you know which one(s) to focus on?
We can help you with that, but the point here is that social media platforms are an excellent outlet for distributing your content. By including a summary of the full article and then adding a link to it and a couple of relevant hashtags, you will increase your opportunity for another search engine ranked piece of content.
You can take some pressure off of yourself by leveraging user-generated content such as online reviews.
They are a powerful addition to your content marketing mix in that they enhance your business’s reputation and gain credibility and loyalty. When used strategically, reviews can be just as compelling as any content you create. For example, telling someone how great your company is will only go so far. But prospects reading a review from a legitimate customer who once had the same pain point they currently have will be much more trusting of a third-party endorsement.
Once you’ve started to obtain online reviews, you can then share them via other distribution channels such as your website and social media platforms. When you acquire reviews regularly, they provide a constant influx of fresh content for the search engine spiders to digest, especially if reviews are posted on authoritative platforms such as Google My Business.
Video marketing is now an essential component of every marketing strategy.
Apart from being a rich, visual medium, there are many perks to making online video marketing part of your content marketing strategy, including:
Some clients are hesitant to start a video marketing campaign, afraid of the cost and time commitment perceived requirements. However, the days of big crews, many lights, and lengthy production turnaround times are no more. While we work with several video production firms and respect their work, sometimes time and or budget require a different solution.
At Incite Creative, we utilize many efficient and effective video maker tools on behalf of our clients and are happy to recommend the right solution to fit your marketing needs.
Some clients are hesitant to start a video marketing campaign, afraid of the cost and time commitment perceived requirements. However, the days of big crews, many lights, and lengthy production turnaround times are no more. While we work with several video production firms and respect their work, sometimes time and or budget require a different solution.
At Incite Creative, we utilize many efficient and effective video maker tools on behalf of our clients and are happy to recommend the right solution to fit your marketing needs.
It’s one thing to write a single article or post a blog teaser video. While that’s a good start, creating quality content and consistently creating opportunities for your target audiences to opt-in and engage with it is the real secret to online success.
It’s also a matter of what kind of content you’re creating. No one wants a hard sell. Instead of pitching your products or services, your goal is to provide truly relevant and useful content to your prospects and customers to help them solve their issues. In turn, they will consider you a thought leader and follow you. And when the time comes for them to purchase or refer, you will be top of mind.
And while you are writing for human prospects, you need to tend to the needs of the web crawlers responsible for ranking your content. Working with a team like Incite Creative that knows how to search engine optimize your content will ensure that you’re getting the most out of your content marketing efforts.
If you’re like most business leaders, you understand the concept of content marketing and see the potential, but get overwhelmed but the thought of figuring out what to write, how to create a video blog, what to post and when.
Inevitably, it never happens, or it starts strong and then fizzles out after a month or two. That’s where we come in.
At Incite Creative, we can take the burden off of you by taking the lead on creating a monthly editorial calendar that will support your overarching business goals, and see to it that the content marketing plan is consistently implemented.
Together, we can integrate all the steps in the buyer’s journey, creating a personalized experience for every member of your contact database, giving you the automation you want, and the insights you need to grow.
We have been working with Dina and her team for almost two years now. After a total rebrand, a new marketing strategy, and a bigger digital presence, we have been able to expand our campaigns and attract new customers. We appreciate the depth of knowledge they have to help us understand how things have changed dramatically over the past several years, and adapt our strategy in a more deliberate way. Thank you, Incite Creative!
Ellen Platt, MEd, CRC, CCM
President & Certified Aging Life Care Manager
