***Everything You Need to Know About Online Content Marketing*** (Part 1)

Discussion in 'Copywriting & Sales Persuasion' started by HFlame7, Jun 9, 2016.

  1. HFlame7

    HFlame7 Regular Member

    Jun 20, 2011
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    Everything You Need to Know About Online Content Marketing
    Part 1: The Basics

    Many have heard the saying that "content is king." However, most internet marketers either don't fully understand what this phrase means, or they do understand it but don't actually treat their content as "king." In fact, I'd say that most internet marketers treat SEO and other forms of traffic (e.g. social media, paid advertising, etc) as "king."

    I'm going back to the bare basics in this three-part post. If you're a new internet marketer, then you'll learn everything you need to know to get started with content marketing. If you're experienced, then stick around because you might learn something as well.

    What is Online Content?

    Online content is primarily any "body of text" that you can find online. The most common forms are articles, blog posts, forum posts, online documents, e-books, and social media posts. Online content can also include (non-textual) media formats such as images (e.g. infographics), podcasts, and videos.

    What is Content Marketing?

    As far as we internet marketers are concerned, content marketing is simply the process of creating and sharing online content.

    Why Should I Care about Online Content and Content Marketing?

    Asking why you should care about your website's content (and the marketing of it) is like asking, "why should I care about my customers and marketing to them?" Apparently, you must not be in the business of making money. However, if you are, then you should care because content is designed to get your users to do "something" (like signing up for your newsletter, clicking your affiliate links, buying something from you, etc), and the success of your business depends on your users.

    I Still Don't Care Because I have My SEO, Link-Building, and Social Media. I also Rank #1 in Google. That's All I Need, Right?

    No, just ask the people that rank #1 in the search engines yet they can't get their users to "take action" (also called "convert") because their content sucks (pardon my language). Look, it's great to rank #1 in the search engines – and to have a lot of traffic from other sources such as social media – but you need to realize that things like SEO, link-building (which is a part of SEO), social media, and paid advertising are all just different ways to get traffic to your website. Guess what needs to happen after a person gets to your website from one of these traffic sources? Your content will need to be good enough (also called "optimized") to get them to do whatever action that was intended for them to take.

    I Need Examples of Content Being More Important than SEO!

    Sure. Let's take an example of a person that owns an online store that only sells shoes. In order for the business to survive, the owner (obviously) relies on users to convert into customers by buying shoes. Now imagine that the owner's store ranks #1 in all of the search engines for the keyword phrase "buy shoes". What would happen if the store's content on each individual shoe page didn't contain important information like available shoe sizes, the targeted gender for the shoe, sizing charts/instructions, and their return policy (imagine if a customer orders the wrong size)? That store probably wouldn't sell one single pair of shoes even though they were ranked #1 in the search engines.

    For those that focus on free, informational websites, I have a different example. The most common actions users need to take for these types of websites to survive is to sign up for a newsletter, click on Google Adsense ads, and click affiliate links and then sign up or buy something after that. Let's imagine that a person owns a health-related website that talks about all types of illnesses and diseases. The target market is just regular people (not doctors) who want to read about illnesses they know they have and how to treat them. Ok, now imagine that they rank #1 for every type of health keyword like "stomach ache" and "diarrhea." Next, imagine a person clicks their website's link (ranked #1) after searching for "stomach ache". This person arrives to a web page that talks about what a stomach ache is and common symptoms that people experience when they have one. However, the web page's content does NOT talk about any kind of treatments for stomach aches. None whatsoever. Now do you think this person will sign up for the website owner's newsletter? Nope, probably not. In fact, they'll probably click the "back" button, click on website #2's link, and then sign up for their newsletter instead.

    Ok, Ok. So Content Really is "King." But SEO and Link-Building are Still Important, Right?

    Of course, SEO and link-building will always be important. However, search engines have been devaluing backlinks and placing more importance on quality content for awhile now. For example, it is entirely possible nowadays to see a website with high-quality content – but with a low amount of backlinks – rank higher than a website with a lot of backlinks that has only low-quality content. In the past, it was rare to see this. However, times are changing.

    What's the Difference Between On-Site Content and Off-Site Content?

    We already learned that online content can take on many different forms: articles, blog posts, forum posts, podcasts, videos, etc. However, online content can be classified even higher than that: on-site and off-site content. On-site content is any type of content that appears on your main website (also called the "money" site), whereas off-site content is any type of content that appears on your secondary websites or on other people's websites (e.g. "tiered" links, social media profiles, etc.).

    Why is it Important to Understand the Difference Between On-Site and Off-Site Content?

    It's important to understand the differences because on-site and off-site content have two very different goals. For example, the goals of on-site content are primarily to:
    • Provide high-quality information to your users.
    • Get those same users to do something/take action/convert.
    • And, of course, to let the search engines know that your website has high-quality information on it (in regards to SEO).

    On the other hand, the goals of off-site content are primarily to:
    • Get users to visit your main website.
    • Increase brand awareness.
    • And, of course, to build backlinks usually using a "tiered" backlink strategy (more on this later).

    Because on-site and off-site content have different goals, they require different strategies.
    For example, your blood, sweat, and tears should be given for your on-site content. In other words, high-quality content only. On the other hand, you can be more relaxed with off-site content -- I mean, why would you give your blood, sweat, and tears up for a Twitter post when your users are already expecting you to be "informal" on there to begin with (and not to mention being limited to 140 characters)?

    In the next part we'll talk about the many different ways you can get online content, and also where you can submit it to.

    Read part 2 here: Part 2: Where to Get and Submit Online Content
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  2. Skyebug77

    Skyebug77 Jr. VIP Jr. VIP

    Mar 22, 2012
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    Awesome share!