Online businesses drive traffic by creating unique, relevant and engaging content and dispersing this content through an array of specific strategies. The act of creating content that is specific to the needs and wants of a unique demographic is known as content marketing. Online businesses leverage their online content marketing techniques to build awareness of their brand and to foster trust among their customers. To do this requires a constant infusion of fresh online content, generally in the form of highly consumable text-bites, graphics, and visual-bites, such as infographics, posts, videos, white pages and newsletters. This type of online content promotes sharing. A wider customer-base is ensured, and traffic is generated, when content is dispersed on social media and then shared, thereby garnering positive comments, reviews and testimonials that can all be harvested at a later date for more marketing strategies. All of this generated activity should result in higher SERPs ratings and more traffic. By keeping the content continuously fresh and highly relevant, a website business can assure itself that its customers will keep coming back. To do this, a business must keep using keywords that are specific to the demographic the site is seeking. Native advertising, which involves the strategic placement of ads on a site, is also useful. The point of native advertising is to subtly place the ad on the website in such a way as to not interfere with the browser’s enjoyment of the site. This type of advertising is deemed far less annoying than the usual pop-up variety. Since it is harmonious and less distracting, it’s more apt to be rewarded with browser interest. One way to ensure such interest is promote due diligence. For a business to succeed and keep succeeding it must get to know its core customer inside and out.
- Content marketing is used to build buyer loyalty and trust, while also creating a greater degree of brand awareness and authority online.
- The term content marketing actually refers to the creation and dispersal of useful and highly relevant and engaging information that potential buyers can leverage for problem-solving.
- As regards online content, viewers tend to have short attention spans and are therefore drawn to blogs, web posts and social media offerings of all sorts.
“While they’re both used for the distribution of content, each comes with its own sets of capabilities and functions.”