Content Marketing
Content Marketing
Essentials
What is content marketing?
▪ Content Marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant and consistent
content to attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer action.
SEO also works for the consideration phase. But it’s a different kind of
SEO. Long-tail keywords, in particular, focus on people who are in the
consideration phase more than their shorter counterparts.
If you’re really interested in a product from a business, then you’ll search
for something like “Buy shoes from Adidas” rather than “Shoes for sale.”
Long tail keywords are less competitive, which means you have a
higher chance of ranking for them.
Consideration stage content
Decision stage content
This is most interesting part of the buying process.
Namely, it’s the part where people actually buy. They already trust your
business, and they’re familiar with your products and what your business
represents. This is the place where your opportunity pipeline, average
size of orders, order frequency, and sales come into play.
And as that happens, you will want to target even longer keywords.
Generally speaking, the longer the keyword, the more interested
someone is in buying from you. If the long-tail keyword includes your
brand name, then people likely want to buy something specific from you.
It was published in
January 2014 on
Buzzfeed.com. the post
has over 18,500,000
views and is one of the
most viewed posts on the
site.
Viral Content ingredients
▪ 4. Use numbers as triggers
Viral Content ingredients
▪ 5. Visual scan element
▪ usability expert Jacob Nielson conducted a study on eye-tracking
visualization, to determine the exact locations the human eye
frequents most, on a web page.
▪ The analysis revealed that users read the content on the web in an
F-shaped pattern.
▪ This means that when someone visits your site – at least, when
using a desktop computer or laptop, though not necessarily on
mobile – they’ll follow two horizontal stripes and then a vertical
stripe to give an F-shaped reading pattern.
Viral Content ingredients
▪ 5. Visual scan element
Viral Content ingredients
▪ 6. Buy time every 6th second.