You have only roughly eight seconds, the average human attention span, to grab someone’s focus. What do you have to offer in eight seconds that is worth someone’s time and attention?
We have come a long way from magazine, TV, and radio advertisements. Commercials can be skipped, magazine advertisements flipped, and internet ads can easily be sifted through in seconds. But what exactly entices people to surf daily, weekly, monthly, and yearly through top sites such as Google, Facebook, Youtube, Wikipedia, and Yahoo?
Image: Kathleen Deggelman
Quality content. The biggest being, of course, viral content, leading to the recent push of content marketing, “a technique of creating and distributing relevant and valuable content to attract, acquire, engage a clearly defined and understood target audience with the objective of driving profitable customer action.” With today’s huge emphasis on social networking, the usage of back-links and keywords from SEO will not guarantee the same widespread audiences and broad successes, which content marketing is able to now attain. Google, Facebook, and Twitter are prime examples.
The greater demand for high-quality content from Google after the Penguin updates prompted a question of uncertainty about the role SEO would play in the face of content marketing.
Is SEO still relevant in the face of content marketing?
This debate of Google’s intentions can be found in greater detail in three fascinating articles by Jonathan Piggins, Ken Krogue, and Sujan Patel. These authors all discuss similar issues but have diverging viewpoints regarding the potential possibilities of the relationship existing between SEO and content marketing.
In response to these three articles, SEO will not be extinct from marketing practices anytime soon due to job-role adaptability, however, it will stand as the underlining to content marketing. In today’s market, the filler content and pointless links originating from SEO will no longer be welcomed by either Google or the public. However, Patel’s ideas of using keywords as links to social media materials such as blogs, videos, and etc. are applicable in supporting content marketing without seeming spam-like. Thus, SEO’s future role will evolve into research support-orientated by simply tracking words or phrases that are frequently used by the online community.
To the right, is a Infographic that depicts the changes of marketing then and now. See the reversal of roles of SEO and Content Marketing.
Content marketing, on the other hand, should carry the primary role by using compelling advertisements and social media engagement to specifically address and keep to the particular needs of the public. Only quality content has the ability to make the audience stop, read, think, and convert as stressed in the title. The major goal of any marketer is to make their target consumers think differently. This requires intellectual and investment-worthy content. Keep the focus of your content broad, but adjust accordingly toward buyer personas. The type of content Google is ultimately searching for and will reward. Many other companies seem to have the same train of thought; according to Roper Public Affairs, nearly 80% of companies prefer information to be written in a series of quality articles rather than quick advertisements.
Yet, some may ask: “How can the objectivity of algorithms (from Google) actually account for the subjectivity of quality content?”
Sharing and general web engagement should be used as the ultimate measure for content quality.
How will you do this? Great advice is to “Leverage Your Owned Media and Create a Perpetual Promotion Machine” from A Brand Manager’s Guide To Content In Social Marketing Social Media. The guide emphasizes to use your already obtained audiences by posting content pieces toward these social channels. Using this strategy, see the results of InfiniGraph’s eBook’s online engagement statistics. This particular eBook was clicked on for a total of 2451 times. Around half of these clicks was all accounted for by Facebook with 691 total likes, 66 shares, and 38 comments. These great figures resulted in roughly 1000 registrations representing a close 50% conversion rate.
Remember, quality content doesn’t stay relevant forever. Buy targeted ads, publish quality posts, engage them with questions and polls, and write specific keywords inside your website content to obtain more traffic. Setting up campaigns to promote latest posts to a broader audience is critical for maintaining a growing stream of engagement over a consistent period of time. Reiterate your content’s values and benefits to motivate your customers into sales. These actions can be gauged through the monsters of social networking: Google+, Twitter, LinkedIn, and Facebook.
What do you have to offer in eight seconds that is worth someone’s time and attention?
As times and technologies change, the idea of quality is constantly evolving. So how can you determine what the audience wants quality-wise within a specific industry? You need a content-intelligent company that can accurately deduce what and when content is currently the most trendy, posted, shared, and tweeted by your target audience. This is a service, that content-intelligent companies such as InfiniGraph, offer for any industry ranging from automotive to fashion.
Above, the graph on the left depicts a graph measuring the average engagement of each brand within social media. Take a look at which brands are most successful in engaging their audience. The image on the right shows H&M’s trending content with a trending score of how well it is currently doing in terms of engagement. This feature is available to all the brands shown on the line graph.
The graphs above depict the features that InfiniGraph is able to provide for marketers who understand the crucial importance content marketing plays today by using external data as proxy. Here, large sets of data from major social networking sites are translated in a form utilizable by any marketer for the benefit of their company. These vital tools can answer the crucial WHO, WHAT, and WHEN questions of your choice industry and audience. Brands need a strong keyword base monitoring approach to capture social mentions and what additional keywords they should be inserting into their content. Furthermore, research what content they are engaging with outside of social mentions, which are two key distinctions in order to gauge a greater share of voice.
Your goal should always be to gain a overall greater share of voice!
Have access to the best resources in develop content strategy on what is winning! That is the key to creating quality content specifically for target consumers at the right time and place. This process essentially solves the ultimate question: what do YOU have to offer in eight seconds that is worth someone’s time and attention?
By seeing and utilizing the data gathered, you can judge for yourself what content is currently sought out by the public and what content would entice a broad online audience. In this age of modern technology, your company must offer suitable high-quality content that the public requires to make them stop, read, think … and convert!
What data and industry assets would assist you in differentiating your services compared to that of your competitors as well as help you?
To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!
Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!
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Download our latest eBooks “A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI” Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.