Content marketing is quickly becoming one of the most important factors in today's digital landscape. If you're not creating content, you're not doing digital marketing. With digital marketing channels so closely integrated, it's important that customers and prospects get the answers they're looking for.
Let's take a look at the benefits on engaging content in three important areas:
Engaging content in social media should be a given. When it comes to social it's all about the content and not the channel (Facebook vs. Twitter vs. Pinterest etc.). Think of content as social currency and the better the currency, the more likely it's going to be shared. Your customers should be your biggest brand ambassadors and you must give them tools (great content) to be able to evangelize for you.
When you are developing your social content strategy keep in mind that you don't need different content for each social channel, but you can repurpose content to make your budget stretch further.
It's likely that most of the traffic to your site is going to come from organic search. Engaging content will get shared and, more importantly, linked to so it shows up in search results. Knowing the keywords that are important to your company should be strategically inserted. Content that educates and interests your customers and validates your industry knowledge are critical.
An article on Social Media Examiner titled "How Search, Social Media and Content Accelerate Your Business" that talks about this specific topic. One of our favorite lines in there is:
You must publish, you must tell stories and you must become interesting to your customers so that they find, like and trust you.
That has never been more true because creating great content and ranking high in search will lead to an increase in...
It's important to know which channels are driving the most direct conversions, but it's also to know which channels are assisting in those conversions. For example, let's say most people may convert the most when they come directly from paid search, but they may need 4 visits to your site before converting. It's critical to know where people are coming from the three times before they convert.
Search and social media may not be the last touch for someone before they decide to purchase, but they will most certainly play a role in the decision making process. You need to be where your customers are (Social) and show up when they have questions (Search).
There's a new tool in Google Analytics called "Multi-Channel Funnels" and it shows the tops paths people take before they make a conversion.
Keep an eye on where people are coming from so you can make strategic decisions on where to be and where to put your great content.