If you have any interest at all in internet marketing or pushing your business online, then you will likely have come across a number of popular buzz phrases. These will probably have included such terms as ‘Search Engine Optimization‘, ‘social media marketing‘, ‘content marketing’, ‘influencer marketing’, ‘brandscaping’…
It seems that every five minutes there’s a term to describe some new method of promoting your brand online. It essentially boils down to marketing companies trying to rebrand themselves and that way get more customers. But that’s not to say there isn’t some truth or value behind each of these strategies.
The point instead is just that these methods have been misrepresented as separate and ‘new’ strategies. In fact, all of these methods have been around forever. And all of them should be used in conjunction for maximum effect. They are not separate strategies but instead simply aspects of the same one.
Content Marketing and SEO
The most obvious synergy here is perhaps between content marketing and SEO. SEO is search engine optimization and it is very largely about creating lots of content so that you give Google more to ‘index’. Google looks at your site to learn what it’s about and to match it to the right search queries – and the more content you have on your site, the more search queries you will be likely to answer. But Google is smart these days and so for this to work, the content must also be really good.
At the same time, SEO works by generating inbound links. Every time a big blog links to your website, Google sees that as a sign that your blog is important – as a testimonial almost.
One great way to get links from high profile sites and blogs is by writing such good content that it encourages inbound links. This is called ‘link bait’.
Content marketing meanwhile is about offering engaging content on your website or blog such that people clamor to read it. By producing consistent quality, you get regular readers and you get ‘organic’ likes, shares and referrals. Eventually you gain more traffic and you build the trust of your visitors to the point that they are willing to buy what you recommend.
In short then, both content marketing and SEO are all about creating lots of very high quality content. In other words, they clearly go hand-in-hand very naturally.
Content Marketing and Social Media
The same goes for content marketing and social media marketing. Why? Because the very best thing you can share on your Twitter account or Facebook page in order to get people to come to your site is a very well written article with an eye-grabbing title and image. Likewise, by building social sharing buttons into your site and placing it right on your top posts, you can invite your readers to share your content with other users of social media.
If you don’t have content on your site… what are you going to share on social media?
And of course there’s also the point that your Twitter posts and Facebook posts themselves are content and thus a form of content marketing.
Influencer Marketing and Social Media
Then you have ‘influencer marketing’ which is the process of getting people who are already influential in your niche to promote your site for you. This way, the intention is that you will be able to ‘leapfrog’ the competition and the usual slow process of building followers and likes by simply getting someone who has already done the leg-work to share your stuff.
One of the best tools out there for influencer marketing is LinkedIn. LinkedIn doesn’t just link you with other professionals in your niche – it even goes to the lengths of showing you how influential each person you contact is and showing you who can help you make an introduction.
We’ve already seen that good social media strategy is predicated on a good content marketing strategy. And as content marketing is also pretty much the backbone of SEO… See how they’re all connected?
In fact, this is true to the point where there are even some terms that you can’t clearly define as falling into any of these categories.
For instance – is e-mail marketing an example of content marketing or influencer marketing? And how about guest posting? Is that content marketing, influencer marketing or SEO?
Of course there all of these things… and that’s because all the strategies are in fact one and the same. Stop thinking of your marketing strategy as being comprised of lots of different subsets and instead see it as one big, interconnected campaign.
And it all begins with building your brand and then putting out quality content that people will want to read and share!