Promoting a company website using content marketing
Posted: Sun Jan 19, 2025 4:58 am
Content marketing (CM) has a certain universality: SEO, SMM, and targeting are used. That is, many tools for creating useful website content and presenting it to consumers.
Content marketing is aimed at increasing the reach of the target audience to attract leads and convert them into a customer base. This is a convenient and effective tool for scaling a project when conventional channels (for example, targeting) are no longer as effective as before.
Let's say a marketplace specializes in selling expensive goods or services. As a rule, in this case the purchase cycle is quite long. The quality of the content helps to increase clickability and interest the audience, while gently pushing customers to complete the transaction.
In addition, KM increases the volume of traffic to the site, demonstrates expertise and increases consumer loyalty. There are many ways to achieve these goals: relevant blog articles, e-books, UGC (user-generated content), etc.
Contextual marketing is a very self employed data package serious set of tools, the use of which requires knowledge, experience, time and significant financial resources. Therefore, KM is more often used to promote the websites of large companies in the field of banking services, real estate transactions, etc.
Content Marketing
Source: shutterstock.com
The complexity of analyzing the results lies in the long purchase cycle. A user may be attracted to the site by a useful article, but will intend to purchase the service only after several months, having responded to quality advertising. In this case, it was the content that was the source of the client's involvement in the sales funnel.
Content marketing can work effectively as a complementary tool to other tools that have helped achieve a high level of visitor experience, brand recognition, offline activity, etc.
Content creation and promotion involves the following operations:
Analysis of the target audience and competitive market. Before offering a product, it is necessary to determine who is interested in it, and also to see how other participants in the niche do it.
Forming a team and developing an editorial policy. Professionals will quickly and efficiently create content of any subject and complexity according to a clear action plan.
Selecting publication formats and creating a content plan.
Search engine optimization of articles. It is very important that people come to read your articles after entering queries containing keywords and phrases.
Preparing and posting publications on other resources. An SEO technique that has a positive effect on brand recognition and demonstrating expertise.
Content analytics. Evaluation of the volume of attracted search and social traffic, identification of requests and expectations of the target audience, calculation of conversion and other parameters will help to effectively promote the company's website.
Often businessmen incorrectly assess the potential of content marketing. Therefore, specialists must demonstrate visual results of their work. This is facilitated by the developed system of objective indicators presented in numbers.
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"Content Marketing in Simple Words"
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Parameters affecting the price:
Format: A simple note or instruction requires less investment than organizing an interview or other special project.
Distribution channels. The quantity and quality of developed marketing channels (messengers, social networks, e-mail) increases the efficiency of delivering content to consumers and also allows you to get traffic that does not depend on the search activity of users.
Age and traffic of the blog. The results of the study conducted by Ashmanov and Partners showed that the key parameters in SEO are the number of pages, links and visits, not the keys in the title or text. In other words, promoting a well-known project is easier and faster than launching a startup.
Number of publications. If a business aspires to become a news aggregator, then the regularity and number of new articles posted on the resource come to the fore. This, of course, will be more expensive than publishing a couple of SEO articles weekly.
Agencies that professionally deal with content marketing can charge over 100 thousand rubles for developing one strategy.
Content marketing is aimed at increasing the reach of the target audience to attract leads and convert them into a customer base. This is a convenient and effective tool for scaling a project when conventional channels (for example, targeting) are no longer as effective as before.
Let's say a marketplace specializes in selling expensive goods or services. As a rule, in this case the purchase cycle is quite long. The quality of the content helps to increase clickability and interest the audience, while gently pushing customers to complete the transaction.
In addition, KM increases the volume of traffic to the site, demonstrates expertise and increases consumer loyalty. There are many ways to achieve these goals: relevant blog articles, e-books, UGC (user-generated content), etc.
Contextual marketing is a very self employed data package serious set of tools, the use of which requires knowledge, experience, time and significant financial resources. Therefore, KM is more often used to promote the websites of large companies in the field of banking services, real estate transactions, etc.
Content Marketing
Source: shutterstock.com
The complexity of analyzing the results lies in the long purchase cycle. A user may be attracted to the site by a useful article, but will intend to purchase the service only after several months, having responded to quality advertising. In this case, it was the content that was the source of the client's involvement in the sales funnel.
Content marketing can work effectively as a complementary tool to other tools that have helped achieve a high level of visitor experience, brand recognition, offline activity, etc.
Content creation and promotion involves the following operations:
Analysis of the target audience and competitive market. Before offering a product, it is necessary to determine who is interested in it, and also to see how other participants in the niche do it.
Forming a team and developing an editorial policy. Professionals will quickly and efficiently create content of any subject and complexity according to a clear action plan.
Selecting publication formats and creating a content plan.
Search engine optimization of articles. It is very important that people come to read your articles after entering queries containing keywords and phrases.
Preparing and posting publications on other resources. An SEO technique that has a positive effect on brand recognition and demonstrating expertise.
Content analytics. Evaluation of the volume of attracted search and social traffic, identification of requests and expectations of the target audience, calculation of conversion and other parameters will help to effectively promote the company's website.
Often businessmen incorrectly assess the potential of content marketing. Therefore, specialists must demonstrate visual results of their work. This is facilitated by the developed system of objective indicators presented in numbers.
Read also!
"Content Marketing in Simple Words"
Read more
Parameters affecting the price:
Format: A simple note or instruction requires less investment than organizing an interview or other special project.
Distribution channels. The quantity and quality of developed marketing channels (messengers, social networks, e-mail) increases the efficiency of delivering content to consumers and also allows you to get traffic that does not depend on the search activity of users.
Age and traffic of the blog. The results of the study conducted by Ashmanov and Partners showed that the key parameters in SEO are the number of pages, links and visits, not the keys in the title or text. In other words, promoting a well-known project is easier and faster than launching a startup.
Number of publications. If a business aspires to become a news aggregator, then the regularity and number of new articles posted on the resource come to the fore. This, of course, will be more expensive than publishing a couple of SEO articles weekly.
Agencies that professionally deal with content marketing can charge over 100 thousand rubles for developing one strategy.