Content marketing strategies must be formulated in response to market pressures, as well as the trends that are influencing the way people use the internet.
As such it is sensible to regularly rethink how content marketing is approached by your businesses in order to avoid stagnation. You can do this by combining your own business industry knowledge with the support of a Cheltenham PR Agents such as https://www.targetgroup.co.uk
Today this is not just about optimising a site so it achieves a high search rank, but also making content which can be shared organically through social media.
Search optimisation is still immensely important and so getting an SEO audit is a good place to start. But content marketing is about much more than that today, so here are some techniques and statistics to consider.
Some experts argue that the internet has changed to such a degree that websites need to be designed around the need to accommodate content, rather than taking an existing framework and forcing content to fit its more rigid infrastructure.
There is no question that content needs to be published regularly and remaining content refreshed rather than sitting in a static state. But it is important to find the right balance in terms of distribution so that it emerges in neither a trickle nor a flood, which is why thorough planning is required.
Businesses may need to turn to outside agencies to streamline this process, because without experience of the modern world of content marketing it can be all too easy to make mistakes.
The way people browse the internet has shifted away from desktop PCs as more and more time is swallowed up by staring at smartphone screens. But even with the hours of the day spent gazing into mobiles and tablets, attention spans are lower than ever, according to a recent report.
Moreover the practice of second screening, whereby people use portable devices while also watching TV or using a computer, means that distractions are everywhere and content must be tailored to hit hard and engage in those vital first few seconds to gain traction.
It is important to remember that even if the product or service that is being marketed is not especially interesting to the average internet user on the face of things, there are always examples of bland items being rendered engaging simply by the means with which they are presented.
The internet provides a myriad of ways to make this a possibility, since it presents a media-rich environment for content publishing where dry text can be spiced up with images, videos, audio and a range of other elements.
Social media plays a big part in modern content marketing as well, with well structured campaigns allowing businesses and brands to earn shares, clicks and conversions without having to rely on paid-for ads to get the ball rolling. The marketing machine needs regular maintenance if it is to run smoothly and with the sky high expectations of web-savvy consumers it is a good idea to avoid becoming complacent.