Survive the Internet Phenomenon with Three Digital Marketing Lessons – Part 1

The phenomenon that is the Internet continues to influence the shifting communication between brands and clients. A relatively new development in the 21^st century, digital experts are finally getting to grips with the tremendous opportunity for marketers to reach buyers directly with targeted information, as well as the implication that this has had on international product sales. The Internet has transformed the rules of marketing, challenging organisations to do the same with their advertising approach in a web-enabled marketplace of ideas.

Lesson 1 – The Power of Great Content

The secret weapon of successful brands really isn’t a secret. Regardless of the products or services they offer, they are all connected by the same thing: mind-blowing content.  They are the real-life CSI heroes of the digital age, capitalising on (c)ontent marketing, (s)earch engine optimisation, and (i)nformation.

You can become a digital CSI hero too! Here’s how:

Content Marketing

Content marketing is any marketing format that involves the creation and sharing of media, as well as the publishing of that media, in order to acquire customers. Since the Internet has democratised the crafting of content by opening it up to everyone, the history of content’s use to disseminate information about a brand has taken a turn down a new path. So it might be time to pull down the department walls separating your digital marketers and your PR specialists.

The long tail applied to today’s digital PR revolves around sophisticated relations with the influencers of the World Wide Web to market your media. These are your plugged-in bloggers, online news sites, twitter gurus, and brand leaders who reach your targeted audience. It won’t cost you the tens of thousands of dollars it did when you were dealing with print publications and broadcasters, but it takes a special kind of person to charm the big fish in an overpopulated ocean of online information – and a special writer to generate interesting, unique content. It’s time to get your content marketing badge if you want to get ahead.

Search Engine Optimisation

We need to rise above the challenge presented by SEO stereotypes and the general garbage pit of online publishing that tends to swallow our content whole, with no chance of it resurfacing to the first page of the SERPS. Your website, your blog and your content marketing strategy should never abandon the tried and tested organic SEO methods and tools that will boost your efforts.

Digital marketers need to overcome the inclination to lean on flashy graphics and typefaces, and focus on their message instead. We forget about the keywords and concepts that attract users to click on links – the ones that will ultimately help them make a purchasing decision.

If Shakespeare where alive today, Hamlet would surely be asking:  “To buy or not to buy” – it represents the question we all ask of ourselves in today’s world of online consumerism. Your job is to make sure that the answer is always in favour of your bottom-line.

Information

Companies can no longer purchase the right to their target market’s attention – they need to nurture these relationships first-hand, using the relevant online tools and information at their disposal to deliver their message directly to their customers. And even with these social tools, it takes time to build up the kind of social cache and esteemed content card that will draw and hold an engaged audience.  Besides, everyone needs a little outside help to climb the competitive social ladder. Remember, information is power.

Tomorrow I’ll be discussing the advertising mediums of the digital age. Until then, join the conversation by telling me your thoughts on content marketing?