This inbound marketing company became an industry-leading source using this specific content strategy! [Every Thursday: FYO!]
Content marketing has become one of the most essential ingredients of a good digital marketing strategy.
As the digital space grows, it is increasingly important to establish your online presence by offering different forms of media to the internet users and customers.
In addition to providing high-quality media, brands and companies are also looking to establish themselves as reputable and authoritative sources to generate more traffic to their websites and platforms.
This type of strategy is creating Thought Leadership Content.
Today’s digital world has allowed more brands and people to distribute and share their content all over the internet.
While this has enabled people to access and consume more information digitally, this has also increased the spread of misinformation.
As a result, search engines and social media platforms have now become wary of websites that share misleading and low-quality information or media. This has led to brands and companies optimizing their content strategy and making useful information more accessible to internet users.
This is where thought leadership content comes in.
This strategy aims to make your brand and the articles or posts you publish the leading source of information within your industry.
This can be done by creating quality blog articles written by industry experts, useful infographics, engaging videos, or even elaborate case studies and online publications.
A notable example of a company that has become an industry-leading source of content is Hubspot.
Established in 2005, this company specializes in inbound marketing, a strategy that optimizes a brand’s online presence by making use of different digital marketing and strategies.
With their extensive experience in crafting quality blogs and articles, Hubspot knows a thing or two about being an authoritative and trustworthy source in their industry!
Their strategy has not only helped many brands but has also helped establish their own blog as one of the best sources for digital marketing news and strategies.
Their blog site regularly publishes high-quality digital marketing articles, including important metrics and statistics, marketing guides and strategies, comprehensive yearly reports, and case studies.
This dynamic range of content has helped establish Hubspot’s online presence, with over 27.8 million visitors in January 2020 alone!
How do you create thought leadership content?
Here are the most effective ways that your brand can become an authoritative source:
Content optimization – The first step in becoming a reputable source is practicing the right content strategies. Make sure that your blogs and case studies are well-written and edited, and provide factual information.
This is important for your website and for SEO, as search engines like Google would be able to recognize that you are providing useful and unique information. This is important because this helps your content rank higher in search results and be a step above your competitors.
Analyze your competition – At the same time, it is just as important to analyze the competition to help you generate better quality content. This would help you see where your competitors have an edge over your brand, and find ways to carve out a strategy that gives you the advantage.
You can start by taking a look at the published content on their website to see what kind of topics they publish or look at their social media posts to see how they interact with their users. These simple methods will help you find ways to improve your own strategy and become more reputable and searchable.
Understand your audience – It’s integral that you optimize your content by understanding your audience. You can do this by taking a look at how they talk about your brand through social media and online forums allowing you to know more about what they want.
This will help you craft content or media that caters to their needs, making you a useful source of information online.
As digital marketing has become more widespread over the years, publishing interesting and relevant content has become an increasingly important element that helps you expand your online presence.
By using and creating thought leadership content, you become an authoritative source for your industry, therefore increasing your brand equity.
About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”
Why should you stop thinking SEO and start thinking FYO?
We’re not saying that you should abandon Search Engine Optimization (SEO).
Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.
The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.
Better yet, get to the top of page one for Top Results on Google or any other search engine.
However, what is the purpose of SEO? It’s that customers Find You!
That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.
How can we look at this from a different and better perspective?
Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?
FYO! Find You Optimization!
You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).
Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.
Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).
Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.
Hope you’ve found this week’s insights interesting and helpful.
Stay tuned for next Thursday’s FYO!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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