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By now most everyone is aware of SEO tactics (search engine optimization) that make websites get found easier by search engine robots and bring more traffic to business-based sites. SEO is excellent and necessary to market a brand or business to those potential customers who know what service or product they want but don't know who makes or offers it. A simple search on Google, etc. and myriad sites can be discovered that offer what is being sought, effortlessly.
But for those individuals who already know of a business website and may not feel the need to return to it again and again, content marketing is a powerful and effective set of strategies to cultivate loyal readers and develop brand dedication. Content marketing is the use of content to increase brand value and website revisits, as well as industry authority and rankings with search engines. Below are three effective and vital strategies using content marketing to increase your website audience.
- Blogging. At least twice a week, create a blog post about industry news and analysis, current events or helpful commentary on your business' topics. Not only do you add new content to your site with each post - which search engines love - but you create informative copy that will keep your readers coming back for more. This is a fine way to establish your "voice" in your industry for greater respect and appreciation from your past, present and future customers.
- News Rooms. Thanks to the Google "freshness" update in latter 2011, Google search robots constantly search the web for fresh news and content, eschewing old and mildewed copy for newer material. Creating a news room or press room where you display press releases, announcements and articles from industry sites and journals about your business - each featuring the date of the release - helps to keep your website current and valued by the engine robots. Human readers can also see quickly that your business is continuing to hum along and is vital and active by such news bits released on a continuous basis.
- Resource Sections. The art of content curation is growing rapidly as companies seek to provide value and service through their websites on factual subjects related to their industries. Readers are always looking for sites that they can mark as "favorites" for resources that they can turn to for helpful information. Companies that produce cooking equipment can develop menu sections, while automotive parts sites can create resource sections featuring "how-to" articles on car repairs ansd the history of different vehicles and models. In reality, the sky is veritably the limit when it comes to providing informative and entertaining information culled from various sources that relate to your business. One caveat - always make sure to include credit for where the information has come from - plaigerism will never be an acceptable part of any business model!
Is your interest piqued by content marketing? Fathom can help you develop strong and fresh content on a number of topics for your business. Check-out more blog posts on content creation by Fathom here!
About the Author: Daiv WhaleyWorking at Fathom for the past seven-plus years, Daiv learned SEO and Internet marketing from the ground floor up. He's developed content strategies for many clients, written for multiple industries, managed accounts and written and produced online videos. He's also had a cable access TV show, created several video art installations, and enjoys blogging about the Internet video marketing industry & Fathom's top-notch production values, as well as the exciting world of content marketing.
