Content marketing: a necessary visibility strategy

¿What is content marketing and how does it work?

New ways of doing digital marketing include content marketing to get closer to a user who is increasingly updated with new knowledge. The whole society with access to Internet begins its day surfing among the mass consumption sites. Information today travels every second faster than it did in traditional media.

The evolution of digital media with web 2.0 accelerates the production, exchange and feedback of content, and this is an opportunity for content marketing to be implemented as a visibility strategy.

So, what is content marketing? Basically it is understood as the creation, publication and distribution of quality content that meets the needs of potential customers, loyal customers and former customers. So the content must be relevant, provide knowledge, answer doubts and solve the difficulties of the website visitors.

Advantages of implementing content marketing

In the Internet era, companies and anyone with a website need to attract visitors, keep them interested and position themselves as a reliable source of information. In this case employing content marketing is a necessity, so below are some of its advantages.

  • Attracts visitors
  • Facilitates the acquisition of new customers
  • Promotes the relationship between the brand and the public
  • Analysis and continuous measurement of the process
  • Generate quality traffic
  • Enables two-way and global communication
  • Improves the relevance of articles
  • Economic investment adjustable to the budget

Content marketing is a functional strategy for businesses, blogs, institutions, magazines, newspapers, etc., and is structured around a series of stages that we explain below.

Content strategy: planning

The content strategy is the first phase to start the content marketing and develop it successfully. The first thing is to start from a diagnosis of the current state to analyze how the project is: its objectives, the type of website (blog, portal, magazine, newspaper, company); the target audience, the ideal consumer (average age of the person, sex, predominant social network use, type of information consumed); the niche and market segment, as well as the services and products offered; and the competition.

Subsequently, the management of the content strategy is implemented with which the roadmap is developed. Now we detail its stages:

Plan of contents

At this stage, the most appropriate content is determined in accordance with the elements mentioned above: objectives, profile of the target audience, etc. Also at this stage, it is considered what kind of content responds to the needs of the public, the topics that interest the audience and the solutions to problems faced by the visitor.

Remember that content marketing is an editorial strategy based on the creation and distribution of content to obtain or retain customers, and here lies the importance of using tools such as Google Analytics to understand visitor behavior, to know which route they use to get to the site, which term they searched for, and to determine the most important topics that will be part of the content.

You can also use that tool to analyze your competitors, since you will know which are the most visited pages. You can also measure the results that content marketing brings to your project.

Content creation

During this stage we organize the way to create the content on the web platform, the depth with which the topics will be developed, the multimedia elements that will be used, among other aspects.

Content marketing works from keywords, which we will explain later. You must consider that images, videos, audios, graphics, infographics are also significant editorial content.

Don’t forget to make an editorial calendar that serves as a guide for the elaboration and distribution of contents. So if you plan to increase the traffic of new visitors, a strategy of attraction will be implemented at the right time.

Marketing of contents

Then it becomes necessary to plan the distribution strategy where the best spaces and moments to share the content are proposed. At this stage it is considered appropriate to know the channels, the audience, the best times and the frequency of the publication in order to guarantee the success of the strategy. It is also possible to resort to particular strategies such as win-win where the website and the reader benefit bidirectionally through the download of materials such as a guide or a video tutorial.

To make it easier for users to reference the content, it is convenient to place bookmark links. As well as sharing content in articles, on blogs, on news sites, on social networks such as Twitter, Facebook, Instagram, YouTube, LinkedIn. Remember that the most important thing is that the content is visible on the Internet.

Measuring the results

At any stage you can measure the progress and effectiveness of content marketing and decide whether it needs to be changed based on data such as how long a visit lasts, how many visitors come, whether there are links or which pages have been indexed. At this stage, the content marketing strategy is modified if it does not respond adequately.

Web writing: a different way of producing text

Writing for the web is becoming more and more necessary, as information is consumed at an accelerated rate, so today more is read and written. It is estimated that the Internet 2.0 space has opened up unlimited interaction in spaces that are increasingly democratic and within immediate reach.

Now, let’s understand that writing is the action of ordering, selecting and correcting words to produce a text consistent with a given message and intention for a specific type of reader.

In writing for the web, promoting interaction with readers is the most important thing, because a text is read infinitely by people who have little time and come from anywhere in the world, and for this reason, texts for the web are different from other types of texts that we know.

There are three main characteristics that differentiate the texts produced for the web:

  • Hypertextuality. Texts on the Internet are structured with links that access information connected to another text, or on another page or website. In hypertextual architecture, the anchor words or links are highlighted with a different colour and typography. Therefore, these words must be placed without saturating the written content, and must adequately address the reader.
  • Interactivity. On the Internet, the user determines his or her own navigation itinerary on the site, his or her interaction with other users, the degree of participation, as well as the way to produce and share content.
  • Multimediality. The messages combine text, visual and audio resources.

However, when writing on the web, mastering spelling, syntax, morphology and semantics with precision becomes more than necessary as the text will navigate for an indefinite time and space.

In content marketing, writing techniques are used to create texts on topics that the author proposes, but that the Internet user decides how to read, so the following techniques are used:

  • Writing for scan reading: write in an F-shaped pattern, orient the words to the left side and write short paragraphs.
  • Inverted pyramid writing: place the main idea of the text at the beginning and the secondary ideas at the end.
  • Highlighting words: use of bold type to highlight important concepts for the audience considering that it is a non-linear reading. Also make lists and enumerations to facilitate reading.
  • Avoid redundancies: the reader of the web is easily distracted, to avoid losing the interest of the reader it is better to use simple and clear words, avoid the use of “click here”, “click here”, “follow this link”, among others.
  • Link reliable reference sites: external links, to reference sites, increase the credibility of the page.
  • Structure titles and subtitles: highlight them in bold and with the keywords or synonyms of the article.
  • Hyperlinks: mark words or phrases to websites related to the subject of the text to make the article relevant to search engines.

Content creation

Content creation must be organized in reference to the type of website and user experience for content marketing to produce favorable results. In this sense, when deciding on the topics of the content, it is necessary to define the other resources, since the written text is accompanied by visual resources such as video, photography and audio.

Internet users are attracted by sensory content that arouses emotions such as empathy, stimulates the frequency of visits and interactions, and increases the sense of belonging to a specific group.

Websites display multimedia resources such as menu tags, podcast, links, music, animations, illustrations, among others, previously selected in the planning of the topics.

In the creation of content, the most suitable formats for the web project are considered. We recommend you use the following selection of resources according to the objectives and planned themes:

  • Weekly or monthly newsletters.
  • Press releases.
  • Collections of photographs of products or services.
  • Video tutorials.
  • Podcasts.
  • PDF reports on scientific research.
  • Video demonstrations of the use of the products
  • Images and videos of projects or works already completed successfully.
  • Live videoconferences.
  • Audiobooks. 
  • Presentations.
  • Discussion forums.
  • Electronic books.

Content writing

The writing of contents implies the selection of key words resulting from the users’ searches on the web, in addition it is supported by issues related to the writing of the subject. When writing the content you must structure the topic in sections identified by the main idea and the secondary ones, which must be presented in the title and subtitles and addressed in the paragraphs.

To begin the selection of these ideas you must have an approach to the topic, so that the content will be presented in a new way. Concept maps help to establish the focus of the topic. On the other hand, the technique of brainstorming facilitates the choice of sub-themes that relate to the central theme.

At this stage you should consider how to present the written content and optimize it, so employing an expert in SEO writing may be the best idea. Search Engine Optimization (SEO) is a very important technique to ensure that search engines locate and rank text properly. Although you can do it yourself with the following guidelines:

Use keywords: these are words that users search for frequently. They are included throughout the paragraphs in a strategic way. They are highlighted with a different typography. They are part of titles and subtitles.

Number of words: the amount of text is determined by the web platform; there are sites that allow a restricted amount of text, for example Twitter with 280 characters. However, to gain relevance in search engines it is advisable to write texts of more than 500 words.

Short paragraphs: the length of the paragraphs distributed in the text should be ordered and uniform, they should reach between three and six lines. Avoid saturating the reading with paragraphs that exceed eight lines. Use speech markers to make paragraphs cohesive.

Clear language: use easy to understand words with a friendly tone but without falling into colloquialism. Avoid saturating the text with redundant words with complex and technical meanings. Reduce the use of abbreviations.

Write creative titles: Headlines should arouse curiosity, empathy and interest in users. They should also contain between 50 and 60 characters, as this is the amount that the search engine uses to select the first results.

Specify time references: avoid using time references like today, yesterday, tomorrow. Cite specific and punctual dates. 

Now that you know everything about content marketing, we are sure that the investment will be worth it and you will manage to position your website properly.