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Content Marketing Essentials: Producing Quality Content

Siobhan Lewis



Reading Glasses And Blank With Word Content Marketing On A Blue Background

Content is the past, present, and future of marketing. It is probably the most versatile weapon in the digital marketer’s arsenal today. It is not constrained by subject or format, and it can impact any and every stage of the sales funnel. However, its versatility can also prove to be a pitfall for marketers. Hence, the need for an efficient and effective content marketing strategy.


What is Content Marketing?

Content marketing as a buzzword is a relatively new term. We have all heard it – ‘Content is King’. ‘Content is everything’. We’ve heard it far too much, in fact. So what does it actually mean? Why should you or anyone bother about it at all? Joe Pulizzi at the Content Marketing Institute defines content marketing as:

“The technique of creating and distributing valuable and relevant content to attract, acquire, and engage a clearly defined target audience – to drive profitable customer action.”

Content Marketing Definition

The Different Types of Content

To market content effectively, it is essential to first understand the content itself. In the world of marketing, content is any information directed towards an audience – generally to generate sales. The standard, contemporary types of content include:

  • Articles and Blog Posts
  • eBooks
  • White Papers
  • Newsletters
  • Press Releases
  • Infographics
  • Case Studies
  • Photos
  • Videos
  • Mobile Apps
  • Guides and Tutorials
  • Product Reviews and Descriptions


The Characteristics of Great Content

For an effective content marketing strategy, the content you produce should be:



Why do people click on one link and ignore the other? Hundreds of thousands of content pieces are uploaded to the internet every day. Consequently, only a handful generate the desired amount of traffic. If you fail to stand out immediately – if your audience doesn’t notice you right away – because you didn’t use an attractive title, then you will be lost to obscurity.



You don’t have to solve the mysteries of the universe. You do, however, need to engage your audience, and hold onto their attention. Because most people don’t read beyond the first few sentences of a blog post. You need to make your audience want to read what you write. Get them to care, and they’ll hang onto your every word.



Give your readers a stake in the content you produce. You have to promise value and then deliver on that promise. Offer information, news, and deals that are of immediate benefit to your audience. Valuable content markets itself. Your readers will distribute it to their peers and networks if only you meet their expectations.



The value of a thing is both fickle and subjective. You need to identify your target audience’s most current needs and preferences and create your content accordingly. Provide knowledge, answers, and solutions the reader wants but also be honest and accurate.



People’s daily to-do lists only become longer. If your content isn’t easy to find, it won’t be found, period. So you use the most convenient platforms and the most appropriate formats for the content you create. Use the right blend of text, design, images, and videos.



The purpose of content marketing, at the end of the day, is to generate sales and revenue. If your audience doesn’t take the desired action after your blog post or watching your video, then your content has failed its prime objective. Your content should convince without insisting or even disturbing the reader. Use subtle and compelling calls to action.


Content Marketing vs Traditional Advertising

The advantages content marketing enjoys over traditional advertising are many and varied. Most importantly, content marketing provides information that your target audience actually wants, with their permission. On the other hand, traditional advertising interrupts with large billboards and annoying television and radio ads that no one ever really wants to see.


Content Marketing Online


The Benefits of Content Marketing

  • Educates customers, leading them to purchase your services and/or products. Great content does this in a subtle, organic manner by making them realize their needs or even creating a need where there is none.
  • Provides target audiences with value, so they voluntarily spend hours remaining engaged with your content.
  • Develops reciprocity with your customers. The more accessible and valuable content you offer to your audience, the more they engage. Thus they will eventually want to give back through purchases of your goods and services.
  • Attracts your target audience for free. Well-written, strategic content can give you a lifelong return on investment and save you the cost of pay-per-click and paid ads.
  • Increases traffic for your website organically through various sources, such as blog posts, infographics, eBooks, newsletters, podcasts, and videos.
  • Brings your brand and your message to the most relevant, targeted audience, helping you increase your prospect-to-customer conversion rate. A larger audience means more people know about you, yes but it is utterly useless if no one is buying what you have to sell.


How to Use Content Marketing Effectively

The single most effective method you can employ for content marketing success is to give your target audience exactly what they want. Create and deliver content for their benefit, and everything else will follow. It certainly doesn’t mean you can’t promote your own products and services. You can, 1 out of 10 times, talk wholeheartedly about your brand, your product, your business.

So create a customer-centred content marketing strategy. Plan attractive, engaging, and above all, valuable content. You will soon be flooded with traffic, leads, sales, and loyal customers.

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Tips On Optimizing Video Title Tags For YouTube

Frederick Davidson




The most important text to optimize is the title of your video.

Think of your title as a headline.

YouTube limits titles to 120 characters.

This means that most titles will be limited to about 20 words.

And the typical search term is now is about three words long.

So it’s now possible to optimize your title for up to six search terms instead of just three.

It is very important that you choose the six search terms wisely.

If you want to make your newspaper articles on video using an article to video converter, then there are some simple questions That Kipling the famous writer used for his writings.

You can ask yourself These same questions before you start crafting your YouTube Video title tag. Ask the question Who Said What? or what happened to whom? Why did who say what? or how did what happen to whom? Also When or where did the things occur?

I recommend you use these questions when you are crafting your video title tag.

You should organize your video keywords you are going to use under each of these questions, so it will make it much easier to start your title writing.

As you get the hang of it, you will find you can write optimized video titles just as easy as un-optimized titles.

This should be easy if you have already written published any newspaper articles where you want to create a news article video using an article to video converter.
There are some other optimizations of video title tags that I would like to share with you.

I call this little video optimization title technique “ The fish story” (because I love to fish) If I had four fish ready to spawn decreasing in size placed right next to each other. I look for popular keywords nested within longer search terms.

For example “spawning bass” is a popular keyword, and “nesting spawning bass” is a longer search term.

By using longer the longer search term, my video will get found when someone is searching on YouTube for “spawning bass” or “nesting spawning bass”.

But, if I only used the popular keyword of “spawning bass” then my video will get found if someone searches for “spawning bass”.

It may not get found if someone searches for “nesting spawning bass” because I did not include “nesting” in my title.

Just a note that on Youtube on any page other than the watch page only 32 characters of the title are will be displayed followed by an ellipsis (…)

So the first five words in your YouTube video title tag will be ever so important.

If you want to include any brand name in your title, it is best to put it in the last part of the title tag.

You could use the same theory if you wanted to put your newspaper articles on video, by using the longer search terms.

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What is influencer marketing?

Frederick Davidson



What Is Influencer Marketing
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Influencer marketing is a marketing methodology that takes advantage of the influence and reach of so-called influencers or influentials, primarily through their social networks.

Influencers (formerly Influentials) are well-networked multipliers who, through their popularity, have a big impact on their fans, followers, friends . on Facebook, Instagram, Twitter. Influencers can also assert their influence through specialist contributions, performances, lectures.

What are influencers? Influencers are individuals who, on the one hand, are multipliers by their reach for the dissemination of information in their networks. On the other hand, influencers are people who have a significant influence on the opinion and the consumption habits of the people in their network.

Within social networks, Instagram and others it seems that there are people who are so-called influencers or influentials, where the tendency to spread memes is more pronounced than the average.

The term “influentials” invented in the 1940s by the American consulting company “Roper Starch Worldwide” has now been replaced by influencers, and influencers seem to me to be the most appropriate for describing the entirety of the key persons.

Primarily the younger influencers use the Internet as a source of information and communication tools. Influencers, in contrast to most people, visit the Internet several times a day, which documents an above-average need for information and great interest in current events.

As a result, they belong to the “early knowers” and often become “early adopters”. As a rule, they are people who, more than the rest (“late knowers”), inquire early about new trends, technologies, and products and are the first to buy new products.

Influencer marketing has been considered a big thing in brand communication on the Internet for several years. Today, this form of advertising has a firm place on all major and minor social media platforms, from YouTube and Instagram to Tik Tok.

The interest in influencer marketing has increased significantly in recent years. Is thus one of the trend topics in marketing.

Influencer Marketing: Product Tips from ‘People Like You and Me’ “Hello, dear ones, I’ve brought you a great product again today” – that’s the sound of Influencer Marketing, invading every day millions of speakers in living rooms and nursery rooms all over the world.

At first glance, influencer marketing hardly differs from traditional testimonial advertising with famous brand ambassadors: Both communication strategies aim to positively establish a brand or a specific product by associating it with a personal brand (influencer) among its target group (community).

‘Influencers’ are literally ‘influencers’ because they influence the opinions, interests and buying intentions of their followers.  Prominent advertising figures and Internet opinion makers thus both act as so-called ‘multipliers’: they extend the effect of the brand to their fans or followers and thus multiply the size of the advertiser’s brand target group.

How does Influencer Marketing work in practice? In influencer marketing, a product, brand or company is integrated into the content of a high-reach social media opinion leader (influencer) through direct placement or sponsorship.

As a result, a brand can be targeted and positively established in the intended target group. The design of the content is primarily left to the influencer in order to maintain his credibility.  Successful cooperation with influencers should always have an indirect character. Social media followers quickly notice when words are put into their idols’ mouths.

For this reason, bloggers or creators are usually given great creative freedom so that they can prepare the message according to their own target group.  In the long term, respectful cooperation can lead to good influencer relations – in other words, a connection between the brands of all those involved.  As part of the collaboration, the opinion leaders of the Internet are typically sent boxes of products (so-called ‘Hauls’), which they can then present in their own way. Alternatively, it funds travel and other special activities that are used to create blogs or vlogs.

As long as the resulting content is unusual for the target group and the sponsor’s brand is positive, the exact form of cooperation is of secondary importance.

Well connected influencers can be very valuable for business and companies. Although the reach in the respective industry is essential in the identification of influencers, in the opinion of many experts, qualitative aspects should be in the foreground.

Above all, it counts with which persons an influencer is networked and to what extent he counts as credible from the point of view of the target group.

When addressing influencers, personal contact is particularly promising. Noteworthy is the quality and relevance of the content offered to him. Because only if the influencer recognises an added value for his contacts or himself, he will also be willing to share the contents of the company.

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Challenges in Digital Marketing and How to Overcome Them

Frederick Davidson



Challenges In Digital Marketing And How To Overcome Them
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Digital marketing is growing exponentially, and more and more online entrepreneurs are using this strategy. It has proven to be effective and affordable compared to traditional methods. Nevertheless, this form of marketing is facing numerous challenges, and if it’s to remain beneficial to organizations, these problems ought to be addressed quickly.

In case you’re wondering, here are some of the most common challenges in the world of digital marketing and how they can be resolved.

Incomplete Security

Digital marketing is among the online elements that are facing security risks. These threats are attracted due to the availability of personal information online (digital marketing is experiencing hacking and data theft among others).

Resolving this issue requires some measures such as using a firewall on your marketing websites and several security certifications. You can work with a qualified security team to help identify the weaknesses of your websites and eventually create measures to reduce the risks.

Tight Competition

Almost every business is resorting to digital marketing. This has created a major increase in the competition where tons of websites are competing within a limited niche. The primary challenge is making your website stand out from the rest.

Fortunately, overcoming this challenge can be done through SEO. The method gives you an opportunity of being unique and original through content and engaging people. However, it’s not an overnight process. It could take months to even see results, and the costs aren’t that cheap either.

Limited Budget

Digital marketing requires a sufficient budget to remain visible in the online market. Some organizations are struggling to fund their digital marketing programs. Due to this issue, most marketing efforts don’t yield results as expected.

The best solution is to venture into the world of social media. Creating your page, interacting with your similar brands in your niche, and engaging your customers are all effective means of marketing your brand while on a limited budget.

Limited Time

Time is a scarce commodity in numerous organizations, and companies don’t seem to get enough time for digital marketing. Some establishments are yet to believe that this method is practical with substantial returns.

Resolving the time problem is possible by changing the attitude towards digital marketing. Additionally, organizations need to perceive it as an integral part of marketing and as a direct resource towards the project.

Inadequate Innovation

Marketing is a field that demands creativity and innovation on a daily basis. Audiences are always anticipating something new and unique. However, digital marketing is lacking this element and consequently incurring huge losses.

Digital marketers can change the situation by using audiences as an inspiration. They should anticipate what audiences need and deliver accordingly. The right blend of innovation and creativity will also address the issue of competition in the market.

The Bottom Line

Digital marketing is a powerful tool for promoting your business. It’s capable of capturing masses of audience and consumers. Also, it’s a suitable method for interacting and engaging your customers online. Despite the challenges, businesses should fully use it to reap the long-term benefits.

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