There are many advocates for content marketing. But, there are also professionals who are wondering – does content marketing really work? The answer to this is yes. Content marketing compliments a brand’s social media marketing, SEO, and even the efficiency of PPC campaigns. Here’s how having a proper content marketing strategy will contribute towards the other components of a brand’s digital marketing plan.
Content Marketing and Social Media Marketing
Social media platforms help create a relationship with a brand’s target audience as well as create brand awareness, trust, and engagement. But, in order to attract a brand’s target audience and keep them engaged, there needs to be a plan in place in terms of what posts need to go on the brand pages. A content marketing strategy helps with providing a plan for the ratio of videos, images, and website links that need to be posted on the social media pages. This helps improve the engagement on social media platforms. Not only this, but it also helps improve the CTR of the website links present on the brand page.
Content Marketing and SEO
In SEO, there is a common phrase that says content is king. And that’s very true. The content on a webpage is an integral part of on-page SEO. That’s because Google’s algorithm gives a lot of importance to what content is actually present on each webpage while deciding which keywords the webpage should rank on. Some of the things Google’s algorithm looks at:
- What value does the content add to a user? Which question(s) does it answer?
- How easy is it for the user to read the content available?
- How is the user experience of the webpage?
- Is the content grammatically correct?
- What keywords or phrases are mentioned within the content?
- Does the content properly explain the topic?
If the team has a proper content marketing strategy in place which keeps in mind how Google’s algorithm works, it can help boost the webpage to the first position for a Google search quicker. In fact, in an article, Neil Patel specifically mentions that “SEO is actually all about content marketing.” He goes on to say that “SEO and content marketing are like PB&J. They go together. They just fit. They work well together.”
Content Marketing and PPC Campaign Management
A person targeted via a PPC campaign takes the effort to click on a brand’s ad and come to its website. This click could have very easily gone to a competitor’s ad on a social media or search engine platform. Not only this, the brand puts in a portion of the marketing budget to fund PPC campaigns.
While a lot of effort goes into the PPC campaign management, there are times when the content landing page gets neglected. Because of this, the bounce rate of the website will increase due to the user losing interest in the brand. Due to this, the engagement and number of conversions via the PPC campaigns drop, leading to a higher CPA.
A good content marketing strategy lays out the content on the landing page which easily grasps the attention of the user and helps them navigate towards what is considered as positive engagement with the brand. This could mean the user visits other pages of the website, fills out a form, or purchases something from the online store.
It can be seen from above, a content marketing strategy plays an integral role in a brand’s social media marketing, SEO, and PPC efforts. Having one in place helps contribute towards other aspects of the overall digital marketing strategy. Not only this, but it also improves user experience on the website. This helps improve the amount of time the user spends on the website learning about the brand.