Member Article

Reasons to get on board with content marketing

Content marketing is really stepping into the frame for many businesses who are looking to share expertise in their relevant field to a customised audience. Here we look at why it makes sense for business to incorporate content marketing into their strategies for the coming year and beyond, after all it really is here to stay.

Social media has been on the radar for some time but many have forgotten the reasons why they’re using it, ultimately the time has come to check that the investment being put in is generating real business results. The only way to do this effectively is to make it part of a holistic content marketing strategy.

Content is the key to driving SEO. The days of SEO trickery are long gone (thanks to Google) and quality online content rules. Owned content is essential and the more it is shared the better, so finding a way to create, host and share your own content is the key to improving online visibility.

Content marketing brings with it an opportunity to design and deliver campaigns that are even more measurable by, among other things, monitoring where peaks in traffic to the website are coming from (search or social) and generating high quality leads.

Finally, when times are hard, marketing budgets come under close scrutiny and investment is closely tracked. At such times, the ability to demonstrate real business value is critical. A content marketing strategy will demonstrate that there is a direct relationship between content pushing activity, traffic to the website and business enquiries.

Rebecca Scully is Managing Director of Smarts PR, a top 150 agency outside of London, specialising in both on and offline PR, social media and marketing.

This was posted in Bdaily's Members' News section by Rebecca Scully .