Content-Driven Marketing: Engine for the New SEO

We Don’t Just ‘Do SEO’ Anymore

In 2019 we don’t just ‘do SEO’ anymore. Digital marketing has grown into an inclusive process that brings in the audience (clients, fans, brand ambassadors) and involves them, versus only feeding them advertising messages. In this 3 blog series we’ll introduce you to the new marketing world we’re all competing in, in 2019. This first blog will provide some initial insights into the new ways we can understand and profit from the current online marketing climate. Then in our next two blogs we’ll dig into checklists and action steps for creating content, optimizing experiences, distributing content and measuring outcomes.

In 2019 We Optimize for Brand Awareness, Authority, User Experience and Trust

SEO has grown beyond ranking pages for keywords. In 2019 it becomes inextricably linked to brand awareness, authority, user experience and trust, so marketers can create a unified presentation to their audience. 2019 carries SEO forward as one facet of a successful content-driven strategy.

Content-Driven Marketing is Results-Driven Marketing

Content driven marketing is not a new idea, but it is one that can be misunderstood. Here is how we’ll define it for our purposes:

Content marketing as we normally see it defined is a tactic that can be used in various situations to achieve an effect.

Content-driven marketing is by nature a long-term proposition, a strategy, that can and should become ingrained in all campaigns.

Think of the meaning of the words, content-driven. The key is that content is not an incidental part of the marketing strategy – it is the prime mover.

Starting with the End in Mind: Measuring Content-Effectiveness

Before we create content, we want to define what the end result needs to look like. We want to know that, because:

Content-driven marketing is results-driven marketing.

Several studies show that marketers are frustrated with content marketing because they find it difficult to measure results. We will discuss how to avoid that, and we’ll give you a glimpse right now of our approach to measuring content effectiveness.

We want to emphasize this point:

Before a single piece of content is created, the end result for engagement must be planned in advance.

And here’s a key measurement point that you should include to determine if your content is resonating with your audience. It goes beyond retweet and like numbers. It’s defined by time spent on your website. Report on that. That metric makes sense to everyone, in any capacity, in a company.

How many users came to the site and how many pages did the users visit? Once on the site, how many users converted (ordered something or made contact)?

It’s when we get to this definition of conversions that the waters begin to get muddy. Define conversions this way:

  • Sales
  • Downloads of fact sheets
  • Requests for more information
  • and any user contact that follows a call to action

What’s important is to make the distinction up front that there are two types of conversions: an absolute conversion (one where a sale or other ‘most valuable’ result is achieved) and a micro, or stepping stone, conversion, which is an initial or incremental, engagement action. Here’s the difference:

  • A micro conversion is someone visiting the site and taking a quiz or survey. They may come back tomorrow and do some research, then return the next day to watch a video. These steps to conversion are important to measure.
  • An absolute conversion is someone buying your product, or completing a conversion action that you have defined as highly valuable.

It is a common misconception that micro conversions aren’t as important as absolute conversions. Far from it – many people will perform several micro conversion acts before they make a final decision. These must be measured to give you a truer picture of the effectiveness of your campaign. 2019 marketing is all about experiences and many of these happen via micro conversions. You can take advantage of that fact by personalizing your content.

Drive Conversions by Personalizing Content

You will get some people who come to your site who are ready to buy. More often, you will get people doing research and checking you out not just on your website, but also on your social channels, in articles you write, and via articles and posts written about you. What tools or channels can you use to personalize content? And wait, what exactly do we mean by personalize, anyway?

Think about how you react when you know you’re getting the same old marketing message that a company sends to everyone. Then think about how you react when your past actions and your preferences are acknowledged in marketing emails and on social media. You feel valued. You feel like someone is listening to you. It is true that real personalization (that goes beyond setting up autoresponders to everyone who bought a widget, and adding their name) is more work. But you *want to* spend time on what makes your customers and fans feel valued.

Personalizing content is something that many marketers can improve upon in 2019. Engine-ius Marketing knows how to deliver what your audience wants. We can help you by creating content that is relevant to your customers and prospects (there is a difference), and we know how to keep them coming back for more! We can work with you to learn about your audience and map out content that speaks to their challenges and desires. That’s the crux of content-driven marketing. It’s customer-centric. And it’s built around delivering personalized content experiences that are based on pre-determined conversion goals: from mini steps (micro conversions) to the sale, and all the trust and relationship building steps in between.

Recap: 2019 Digital Marketing Didn’t Get Here By Itself

Let’s recap, because we’ve shared some powerful info that can help you make your mark in this exciting new marketing landscape.

1) 2019 digital marketing didn’t just get here by itself. It’s everything we’ve learned over the last 25 years that we apply to a world of communication that’s literally changing before our eyes.

2) SEO is not a mysterious practice, but one part of the digital marketing mix.

3) We can use our SEO knowledge, accumulated over two decades, to help us build a content-driven marketing strategy.

4) Our content-driven marketing must be results-driven.

5) We will build micro conversions into our goals so we can measure them, and learn even more about our audience and adjust our content accordingly.

6) When we build a campaign, we need to start at the end. What are we trying to accomplish? What audience personas are we trying to reach and what actions do we want people to take? How does all of this fit with our overall marketing goals?

Engine-ius Marketing Can Help Motivate Your Audience to Action

We’ve set the table in this first blog on 2019 SEO trends! Remember you don’t have to do all this yourself! Engine-ius Marketing understands the new digital marketing landscape – we’ve been involved in shaping it! Receive the visibility you need in this ever-changing online marketing world! Call or email us today (800-781-3074 info@engine-iusmarketing.com).

Next time: Blog #2 in this series will give you SEO tips you can put to use immediately in all your content-driven marketing campaigns! Don’t miss it!

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