Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
Browsing:

Category: Communication

200 Viral Marketing Versus Content Marketing Thoughts

Content marketing trends in UK

Content Marketing Turns Suspects and Prospects into Customers

Is Content Marketing More Effective Than Viral Marketing?

I read so much about how we need to ensure our marketing goes viral. But there is an alternative. 

Certainly viral marketing can hit a lot of people very quickly and is ideal if we want to do this. For example you might want to get a message out at a specific time, say in the lead up to a sports event or as the result of a piece of breaking news. In these cases there is no doubt about it. Viral works. 

But I have a problem with viral marketing. It works for a very short while and then the message dissipates. Sure you can follow up with more viral messages but you have to be really good to write even one piece of content that goes viral. By its very nature most, but not all, viral marketing content has to be written very quickly.

 

The Beauty of Content Marketing

Content marketing is another story. When I write a post like this it is done quite quickly and with minimal planning. Most of the posts I write are really short notes on things that are going through my mind at that time. They have value but aren’t designed to hang around for long.

But when I want to write some evergreen content that is really important, the sort of stuff I want people to find and read for some years I tend to focus far more on the content and to cover the subject in depth.

The reason I like this type of content is simple. It hangs around in the Google search engine forever. But more importantly, if well written it is relatively easy to get it on Page One of Google .. sometimes even in the top spot on Google. And whereas viral content reaches huge audiences very quickly good content goes on reaching them for years. 

Having content high on Google has an advantage over viral content. It is found by new audiences every day, 

For example search Google for terms like …. three types of advertising .. either on its own or in a search phrase and there is a high chance you’ll find one of my posts on page one of Google. When I searched a few moments ago it beat 247 million other pages to the top spot on Google.co.uk  See the image opposite and double click to enlarge for more detail.

Three types of advertising as part of a content marketing campaign

 

So yes, this is a strategy that works extremely well. 

 

How to Write Good Content

Writing good content isn’t difficult but it does take a bit of planning and time. But when you get on Page One of Google it is really worth it because it gets a lot of clicks from people that are actively looking for the type of content you have written. 

 

Short pieces of content are unlikely to get high up in the search engines. I find it needs at least 500 words and preferably a minimum of 1000 words. This is because anything less than that is unlikely to cover the topic in sufficient depth. And that means covering a lot of ground that encompasses much of the information that people search for about that topic. I’ll go into this a bit more in a minute. (In case you are wondering .. this page is over 1400 words in length).

It also means undertaking the basic SEO we should be doing on any page we want to rank. That isn’t to say we need complex SEO .. just the simple stuff that most people don’t bother with. I’ve written a lot more about this elsewhere on this site. 

Content needs to be rich in depth and breadth because it looks like Google uses a system called latent semantic indexing. All this means is that they know from their indexing what a good page of content will contain on a given subject and wil therefore expect something similar in a page they are going to put high in their index. 

Given a bit of thought these other bits of content are quite easy to ascertain .. or guess! They will often focus on questions .. see below.

 

Question Searchers Ask About Content Marketing 

What is content marketing
Why is content marketing important
How to create a content marketing strategy
Why content marketing works
Content marketing what is it
How to build and operate a content marketing machine
How to grow your business using content marketing
Was ist content marketing
What is b2b content marketing
What is content marketing examples
What is content marketing infographic
What is content marketing pdf
What is content marketing seo
What is content marketing video
What is content marketing wiki
Why content marketing is king
Why content marketing is the new branding
Why content marketing matters

 

Question Searchers Ask About Viral Marketing 

What is viral marketing
How does viral marketing work
What is viral marketing and how does it work
What does the term viral marketing mean
What is the communication process for viral marketing
How to create a viral marketing campaign

 

Adding More Depth to Content Marketing Articles

The above questions provide a huge amount of potential content for any article. We don’t need to write about every one of them. A section will do. And if we want to consider related topics that aren’t questions we can write a broader piece. based on, say, content marketing.

Below are approx 100 more keywords you could add. My total list is over 200 related terms .. but they get more and more obscure as the list grows! See the list at the end of this post.

 

Content Marketing .. My Story

I’ve been writing content rich articles, webpages and posts for years. Not all of them get to page one of Google .. some only get to page two or three. But enough of them get there for high volume search phrases that drive traffic to me site on a daily basis that I much prefer it to viral marketing. Viral marketing has its place .. but not with me. 

In some cases the content not only gets on Page One but is also provided to searchers as a Google Snippet … see the image above .. the snippet is at the top of the page in a box.  Getting snippets listed is a separate subject to getting content listed per se. But it is related and I’ll write more about that another day. 

 

100 Content Marketing Keywords 

content marketing
content marketing agency
what is content marketing
content marketing institute
content marketing strategy
content marketing jobs
atom content marketing
b2b content marketing
video content marketing
content marketing strategies
define content marketing
content marketing world
marketing content
content marketing companies
best content marketing
content marketing quotes
content marketing stats
definition of content marketing
types of content marketing
best content marketing examples
travel content marketing
content marketing agency uk
content marketing executive
content marketing metrics
user generated content marketing
visual content marketing
why is content marketing important
red bull content marketing
branded content marketing association
content marketing institute uk
econsultancy content marketing
international content marketing awards
the periodic table of content marketing
content marketing manager salary
content marketing analytics
b2b content marketing strategy
brafton content marketing
branded content marketing
mobile content marketing
online content marketing
web content marketing
b2b content marketing examples
best content marketing blogs
content marketing articles
content marketing institute blog
content marketing institute conference
content marketing writer
marketing content manager
real estate content marketing
brand content marketing
content marketing specialist job description
email marketing content
freelance content marketing
best content marketing books
content marketing agency of the year
content marketing and seo
content marketing hubspot
content marketing social media
content marketing strategist salary
marketing content management
optimized content marketing
smart content marketing
social content marketing
the content marketing institute
automated content marketing
content driven marketing
content marketing and social media
content marketing distribution channels
content marketing editorial calendar template
content marketing software platform
content marketing strategy checklist
definition content marketing
ecommerce content marketing
email marketing content best practices
forrester content marketing
how to create a content marketing strategy
managing content marketing
marketing content management system
marketing content writer salary
quicksprout content marketing
quotes about content marketing
robert rose content marketing
sample content marketing plan
value of content marketing
video content marketing stats
video content marketing strategy
why content marketing works
youtube content marketing
100 content marketing examples
100 inbound marketing content ideas
101 content marketing tips
2013 state of content marketing study
asia content marketing association
b to b content marketing
b2b content marketing 2014
b2b content marketing case study
b2b content marketing services
b2b content marketing trends
b2b content marketing workbook
b2b video content marketing

 

Why not post a link to your best content in the comments box below?


Why You Must Break the Rules

Screwfix billboardIn Advertising Secrets: Essential Advertising Tips That Advertising Sales Reps Prefer You NOT To Know, I Proposed Certain Rules.

Now I’m going to tell you to break them. 

Let me explain. When I wrote Advertising Secrets I said you should never start an advert with the name of the business. My logic was that you are selling your offer and not the business.  So the advert might be for “grass reared steaks”.  Anyone thinking about buying steaks or something for dinner will quickly engage with that message.  But they aren’t as likely to engage with Stefan Drew & Sons …. even if I added the word butcher underneath. 

 

And if people don’t instantly engage they are extremely unlikely to get pass the headline to those juicy steaks.  Of course if you use images of mouthwatering steaks with a small headline that is a good way to overcome the headline issue.  Best of all would be the mouthwatering image with words like “succulent grass reared steaks” as a large headline. You can add the call to action and add the business name later.

 

But You Must Break Rules Sometimes

The poster image above is an example of where adding the name first is actually preferable. People in construction know Screwfix and it will engage them …especially if the image reinforces this. If you can then just add a few words like Kensington Now Open in very large print you have delivered a powerful message in just FOUR WORDS. 

 

The Call to Action (CTA) is very simple .. it’s Find us on Kensington High Street. 

 

As Harry Day once said, 

“Rules are for the obedience of fools and the guidance of wise men”.

I say, some rules need breaking once in a while.