Have you noticed how many “content marketing businesses” have recently shown up on the scene?
You may be asking why this is happening, but it has been for years. As more corporations construct their media programmes and establish media marketing supremacy, marketing service providers have been “going west” in search of “golden content.” contents.
The competition for content
Both the typical suspects and the inexperienced in our industry are battling to set or increase content development and delivery budgets, which include:
They were previously known as a pure content marketing agency, formerly known as custom publishers, advertising companies that have a new appreciation for off-location brand narrative in the media.
Traditional media firms with editorial teams or entire content departments dedicated to branded and editorial content.
PR firms are beginning to place less emphasis on location and more on their channels.
Direct marketers are shifting their content focus from “offer-focused” to “engagement-focused.”
As a result of Google’s Panda and Penguin changes, some SEO firms have shut down their operations.
Social media agencies understand that what matters is what goes into the channel, not the channel itself.
User experience and web content agencies are shifting their focus from simply technical website construction, auditing, and analysis to provide multichannel content advice to content writing services.
Digital agencies that provide interactive services while also producing consistent content.
Research firms showcase industry experts and thought leaders for strategic content and consulting projects.
These content writing companies and more are fighting for content marketing dollars from brands … some with legitimate budgets and others with a ton of Monopoly money trying to uncover the secret to social media success.
It doesn’t matter who you think has the right to call themselves a “content marketing agency.” Thousands of content writing services that previously sponsored one or more of the above banners are now attempting to “surf the wave” to content marketing’s salvation.
It is painful to face reality.
It’s not easy for brands. At Comaag, we get many calls, emails, and questions every day from people who need content help with anything from strategy to blog articles, visual content, content distribution, integration, recruiting research, and everything in between. Here’s what we discovered: There is much assistance provided. However, it can be difficult to distinguish between partners and posers.
Here are some truths about creative content consultants and how intelligent brand’s view today’s outsourced marketing service provider.
1. The majority of content marketing firms do not promote their clients’ content.
The problem of the “cobbler’s shoes” is one I hear all the time. Agencies of all types have a long history of creating advertising and marketing plans for their clients while neglecting to market themselves. Content marketing is one of the clearest examples of this.
Marketing services organizations focus on sales-driven marketing programs, where cold calling and sales relationships rule. However, whether lack of resources or patience is cited as the reason, agencies offering content marketing services rarely produce epic content that attracts and helps retain their customer base.
The lesson for brands: Before hiring a content marketing agency or start to look for the keyword content marketing near me, ask to see the work they have done on your behalf. Immerse yourself in all its content. Is it great content, or is it “me too” blog content that you can find anywhere?
2. The majority of SEO firms are clueless when it comes to content marketing.
The importance of content marketing in digital marketing and search engine optimization (SEO) as a top-tier strategy cannot be overstated. It’s becoming nearly impossible to mess with Google as it gets brighter. Being found via search engines nowadays has more to do with outstanding online storytelling than anything else.
I had a recent conversation with an executive SEO team, and they were seriously contemplating taking the entire company in a new direction… towards content marketing. Why? Their reasoning was (aside from running out of pure SEO budgets) that the value they provided to clients (which used to be immense) just didn’t exist anymore.
Hundreds of more SEO firms, if not thousands, are in the same boat. I’ve seen a handful that does this exceptionally effectively. Others have labelled their SEO content creation service as “content marketing” and referred to it as such. Services like infographic design, video production, and blog content creation have been offered, but content creation is only a minor component of the content marketing process. The strategic planning parts of mission statement generation, audience gathering, internal content integration, and measuring outside of content consumption metrics are frequently absent.
The lesson for brands: A comprehensive content marketing strategy includes initial planning and multiple goals, which should incorporate non-digital channels (such as in-person and print vehicles). SEO is only a tiny part that covers some marketing goals. Make sure your content marketing strategy goes beyond the top funnel considerations.
3. Most agencies are less concerned with strategy than execution.
Want to hear dirty little secret content agencies subscribe to?
The takeaway for brands is that a holistic content marketing strategy should include initial planning and numerous goals and non-digital platforms (such as in-person and print vehicles). SEO is merely a tiny aspect of a larger marketing strategy. Make sure your content marketing approach includes factors beyond the top of the funnel.
Most agencies are more concerned with implementation than with strategy.
Do you want to know a dirty little secret that content agencies know about?
“Give the plan away to acquire the execution.”
And today? This is precisely why so many brands struggle to find solid strategic partners for content planning while content execution is increasingly becoming a commodity.
And the worst part? I’ve never seen a content planning document from an agency recommending less content or (God forbid) stopping the content program altogether (which is the right solution sometimes).
The Lesson for Brands: Regardless of whether you hired an agency just to run content, you should also ask them for a sample of an executable content marketing strategy. You need to see if they understand the strategic case and, more importantly, against content creation. There may be a time to produce less content, but the answer will always be more (and this is shortsighted).
4. Most agencies still see content marketing as a campaign.
Content marketing is not a campaign; it is a business approach, philosophy and strategy.
Similarly, a viral video, and its resulting success or failure, is not content marketing. Likewise, a campaign is not content marketing. A campaign may result from a content marketing approach, but in itself, it is not content marketing. In other words, running the long form of a 30-second ad is not a content marketing approach; it is just an intelligent form of advertising.
What is content marketing?
Content marketing is quite a vague term and a bit misleading. Content marketing refers almost exclusively to online digital marketing. It also refers to the content you do not sell or advertise directly; Add value to your target audience and try to “engage” them. It is through this commitment that marketers hope to influence people’s decisions.
So, this is the crucial part:
Content marketing represents the shift from selling and advertising to your target audience towards participation and information.
“Our customers are now our friends, and we must show them that we understand and relate to them. We know them, so we develop a product that can benefit their lives, and we are helping them if they buy from us. “
So, content marketing is pretty much everything you share online that helps you engage with your audience and build a relationship with them. Yes, it is that simple. It’s essential to your brand, so be sure to read our content marketing rules before you start.
The rules of content marketing
1. Get involved early, then sell later
So, this is the most evident. Give, give, give before expecting anything in return. By offering material that your audience interacts with, you can empathize with them. This can be accomplished through social media, a newsletter, a blog, or a compelling video. We’re forming a bond and establishing trust. We need our audience to have the same level of faith in us as they have in any other brand they could buy from.
2. Your audience should never be underestimated.
If you are a human being, you will know when you are being sold. We are very good at it. It’s terrible when great content is marred by some cheeky product or service signage or if there’s a very positive review or testimonial from your business somewhere.
Be more thoughtful about how you promote your brand and your products. Watch some of the best TV and viral ads from leading brands; they don’t focus on features and benefits.
3. Be patient
Although great content can generate thousands of views and link clicks, this does not always occur. It will be especially tough to build interest if you haven’t yet acquired a significant audience. Most digital marketing has a snowball effect, which is why things become “viral,” which means it’s challenging to get off the ground unless you’re receiving views, clicks, and engagements. Recognize that your content marketing will take time to a) build an audience and b) convert that audience, especially if you’re beginning from scratch.
4. It’s not just about content
I know, freaked out, right? But social media is always considered content marketing. In fact, for many, social media can be their primary form of content marketing. The problem is, this seriously shorts social media. Social media has been a revolution because people and companies can now have open, transparent and two-way conversations, not just because they can share content!
Use social media’s interactive components, mainly Twitter’s, to interact with those who might not otherwise notice your content.
5. Produce your material
We produced an essay discussing the benefits of both creating and sharing content on social media. For example, investing in some fantastic photos looks incredibly cool and could set you apart from your competition, especially if you’re a smaller firm.
They might be infographics or photographs of your product or staff. Anything personal and professional is a lot easier to communicate, and as a result, will give you far more reach and commitment than if you stole someone else’s.
It almost goes without saying. Everything you share should resonate with your audience, and you should be clear about what you are trying to achieve in the long run. Consistency is vital if you want to build a loyal audience and keep it accurate. Showing some personality does wonder to build that relationship and a positive perception of the brand.
6. Sowing work
Planting is a way of semi-artificially increasing the reach of a pole. Expanding the space of a post is incredibly important in getting social media and Google to think that your post is essential and relevant to your audience.
Call us if you want to impress your audience with resourceful content.