If You Want to Develop a Long-Term Online Marketing Strategy, You Have to Invest in Content
We are living in the time of informational noise. Ads are everywhere, and their efficiency drops down with each year. ROI is lower and lower. You read news about how Big Brands optimized their social media or PPC budgets. It’s normal.
Prowly: Why should brands invest in content marketing?
Anton Weronyuk, CEO at WebPromoExpert Online Marketing Academy: If you want to develop a long-term online marketing strategy – you have to invest in content. Why is it so important? We are all tired of ads that constantly surround us. Our customers don’t want to see more ads – they want to get more information before buying a product. How could they get such info? Through content – watching videos, reading articles, listening to podcasts, etc. When people visit our WebPromo.
How could they get such info? Through content – watching videos, reading articles, listening to podcasts, etc. When people visit our WebPromo. Expert website, they don’t want to buy a course or order SEO services – they want to find answers to their questions and problems.
- What is SEO?
- How does it work?
- How to promote my site and so on?
Prowly: Does traditional media have a funding problem?
Anton: Sure. We are living in the time of informational noise. Ads are everywhere, and their efficiency drops down with each year. ROI is lower and lower. You read news about how Big Brands optimized their social media or PPC budgets. It’s normal.
Robert Rose makes the argument that content marketing strategy contains the same components as a proper business plan. Do you agree?
Anton: Yes, I agree with Robert. I don’t believe in outsourcing in content marketing because it is the heart of your business. You have to plan your content strategy same as your business plan. Very often content is not about who you are today, but how you will look like tomorrow.
Prowly: What to look for in freelance writers?
Anton: I don’t know the answer to this question. As I said before – I don’t believe in content marketing outsourcing.
You have to plan your content strategy same as your business plan. Very often content is not about who you are today, but how you will look like tomorrow.
Prowly: Ok, you said that content marketing is the heart of your business. If not a story of your brand, then what (to write about)?
Anton: You have to write about your client’s problems and questions. They’re easy to find when you integrate content marketing and SEO. The great power of queries will help you to find “how to” keywords and provide them in your content plan.
Another strong tool for getting topics – communication. Use surveys and monitoring systems to learn more about your audience and their needs.
Prowly: What are the common mistakes when creating audience/buyer persona?
Anton: The one great mistake is to use your own habits and interests on others. Working in a big agency, I’ve met a lot of clients that made such a mistake.
What do I recommend?
- Use Google Analytics instead to get more data
- Find more info in social networks’ Insights
- Don’t forget about the good old tool – the survey6. What to look for in freelance writers?
Prowly: Last question :) Whenever there is the talk of content marketing, there is also a discussion on transparency, ethics and the credibility of branded content. Do you have any code of ethics?
Anton: We have no code of ethics specifically for content writing, but as I said before – business and content have a great connection, so we have ethics in our company code.
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