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Turbocharge Your Content Marketing Machine

by Alastair Kane  |  
April 29, 2013
  |  2,755 views

Content marketing is a precise art. It is an art because it relies on creativity for its successful consummation. It is precise because the right type of content, aimed at the right kind of people in the right type of place at the right time, will facilitate the achievement of your online marketing goals.

Content marketing is not rocket science, but it can appear so in the absence of a clear-cut strategy. It is all too easy to produce a piece of content and not really have a clue about where to place it to maximize its potential.

Without thorough planning, your content marketing machine will be firing on three cylinders instead of being the turbocharged V8 behemoth that it could be!

Point your machine in the right direction

Where do you want your machine to take you? What do you want it to do for you? If you think content marketing is about link-building, you need to change your ideas. Don't worry, links will be a welcome consequence of a good content marketing strategy. However, connecting with prospects via content that will interest and inspire them to share is primarily what content marketing is all about.


Consider the car insurance niche, for example. Car insurance is a pretty dull subject, and content about various car insurance products has as much chance of going viral as England of winning the next World Cup.

But how about if you apply a little lateral thinking, and create a series of instructional videos showing how to correctly perform the driving maneuvers one has to carry out in a driving test? You then have content that is likely to get shared by people learning to drive—future prospects for buying car insurance.

Before you set off, check your machine


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Alastair Kane is an SEO Executive at Strategic Internet Consulting, a Web development and Internet marketing consultancy based in the UK.

LinkedIn: Alastair Kane

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Comments

  • by Joanna Mon Apr 29, 2013 via web

    Content is the king:)
    I will try to create it just the way you suggested, thank you

  • by Quez Media Marketing Tue Apr 30, 2013 via web

    Content is the most important thing that is for sure. If you get people back to your website and there is nothing on the page worth reviewing, then there is no point in going further. Having a weekly, if not daily, blog is a great way to keep fresh content on your page. You also want to make sure the visitors to your page understand your brand language - http://www.quezmedia.com/category/quez/and-images-are-only-part-branding-la...

  • by Randy Milanovic Wed May 1, 2013 via iphone

    I agree. Great content not only provides a reason for people to visit your site, it has the added benefit of scoring very high in search - to help people find it in the first place. It's at the core of what we do at Kayak Online Marketing.

  • by Tamar Thu Jul 11, 2013 via web

    Hi Alastair, great article about content marketing and how to apply it laterally. I like the car insurance example. At our company we've found that the use of personas is helpful in our content strategy. By tracking anonymous visitors and seeing what content they are viewing, what organization they are from, and their location we can build personas and personalize content for them. Tamar, Insightera

  • by Tamar Sun Jul 21, 2013 via web

    Hi Alastair, nice post. I like the analogy to a car race, but a planned journey as well. The sales funnel neatly drawn in board meetings is really more of an all-encompassing cloud. Customers move back and forth in the sales cycle and we're having to react more and more in real-time. Fortunately, there is technology out there that can do that. Not that we know anything about that! Tamar, Insightera

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