Does content marketing still work?
By Ester Ribas , February 18
Inbound Marketing , based on content strategies , has been a trend in recent years. Content is the best way to implement SEO and position yourself in search engines using the keywords most searched by a brand's potential customers.
However, over the years, many companies are betting on content marketing, causing the reach it had in the beginning to not be as impressive. That is why many companies wonder if content marketing still works.
At Ipanema , as Inbound Marketing specialists, we can assure you that yes . However, we like to remember that content marketing is not immediate.
If you want to sell or position yourself instantly, content marketing will help you, but you will have to complement it with other more immediate strategies that help you meet your short-term objectives.
Content marketing, a long-term strategy
Positioning a brand in search engines requires constant work, research, analysis and a lot of hard work.
It's a bit like what happens with social media, if you don't post anything for a week, you lose visibility, followers and engagement . Well, the same thing happens with content marketing.
A blog that publishes every week vs. a blog that publishes once a month, the second will not have the same notoriety as the first, nor the same positioning capacity.
However, changes in Google's algorithm and the speed with which some keywords change positioning due to the number of searches they have will undoubtedly influence their positioning.
For example, two years ago, Google only considered articles with more than 500 words to be eligible for ranking. After a year, this changed to 1,000 words, and now we are between 1,500 and 3,000.
Does this mean that a 500 word article won't rank? No, it just means that it will take longer to rank due to your competition or Google's preferences.
In addition, articles that are accompanied by a video are currently better valued by search engines.
But positioning an article is not something outlook email lists immediate , it is not that you publish it and the next day your entry is already on the first page of Google, but you will have to work on the keywords for which you want to position yourself with various contents.
In this way, Google will consider you an expert and will position you as such. But as we have mentioned above, this requires effort, consistency and perseverance. Knowing at all times what is happening with those keywords, what you can improve in the article to gain positioning.
Another factor to keep in mind is that content marketing is not a direct sales strategy.
It can bring you leads, but it is not the strategy par excellence for this. For example, it is advisable to have a banner in the middle of the articles advertising an attractive downloadable resource that draws the user's attention and directs them to a landing page with a download form. In this way, the user will give us their data, which will be useful for carrying out an email marketing campaign, for example.
To do this, it is recommended that the resource be related to the content of the article and serve to expand your knowledge and apply it in your daily life.
Do you have a cybersecurity blog? Then you can give them a downloadable checklist that helps them understand the vulnerabilities or security breaches in their system in simple steps.
Is your blog about technology and innovation? Give them a digitalization test to find out how digitalized their company is.
Advantages of content marketing today
Content marketing is a strategy that still works, but it takes time and the results obtained are long-term. Here are some of its advantages.
Generate traffic
It helps you increase traffic to your website, therefore, it gives visibility to your brand.
It helps you position yourself as an expert in the sector
By publishing content related to your sector, you can position yourself as an expert in it. No one knows what you do and what you sell better than you do, so by publishing content related to consumer pain points or concerns, they will see that you know what you are talking about.
It gives you visibility
By positioning yourself in search engines, users who did not know you before will see you and learn about your brand.
Multiple approaches
You can turn your blog into a FAQ center where you can resolve user queries or problems related to your sector. It can also be a news blog where you can explain the latest developments in your sector.
It helps you to retain customers
Thanks to the content, the user will be sure that you know what you are talking about, this will make them trust your brand and therefore, buy from you again.
Reduce advertising costs
This is a strategy that companies can implement without investing a large part of their budget.
Improve interaction with your customers
You can interact with your customers about content published on your portal through the comments section or through your social networks.
Have we convinced you to continue trusting in content marketing? If you want to start an Inbound Marketing strategy based on content marketing but you don't know how, or you don't have the tools to do it, you can contact us at the following link without any commitment. We will be happy to advise you.
