Fri Mar, 2013 by Digital Bus
A few days ago I read somewhere that if you’re not content marketing you’re not marketing. And I must say, it’s 100 percent true.
Photo by idovermani
Design for Real People
In order to be a successful company you have to become a master of communication. Good content marketing delivers information that makes your customer more intelligent. In other words, you have to create and deliver relevant and valuable content to your target audience without forcefully selling it. Forget pitching your products or services because people don’t want to listen to cliché sales speeches. People want something engaging and want it from someone they can trust.
Account for the Robots
Companies can boost their content through various sources like photographs, videos, podcasting, infographics, etc. They’re all great ways to engage with customers and build a stronger relationship with them. However, engaging content is only useful if people can find it. Remember that you have to optimize your content, make it sharable and account for the robots – search engines.
There are many well-known content optimization techniques. Use rich snippets to make your content stand out so search engines “engage” with it. Snippets are microdata and microformats attached to search results and are often displayed as text or a precise and to the point description of the link above.
Search Results for “Madonna”
There are different types of rich snippets. Traditional snippets are displayed in the form of a simple text description. Other snippets contain more robust data (see Madonna snippet example above). Other snippets contain additional information, like a YouTube rich snippet, which makes your content more visual and robust. In the Madonna rich snippet example above, people can listen to the artists’ songs directly from the search results. As a result customers are more engaged with your content which can improve the number of song downloads.
What’s in it for me?
Now think like a content marketing strategist. Imagine the positive effect applying rich snippets would have on engaging content. Rich snippets could greatly improve the number of clicks, views or downloads of your content! According to a number of case studies in the U.S. and abroad, rich snippets in search results can increase Click Through Rate (CTR) by 30 percent. Search engines, like people, engage with structured content. As a result this type of content ranks higher in search listings. To be successful marketers should start structuring and optimizing their content to “engage robots” and make it easier for people to find.
– By Elena Nadtochiy