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Role of Content Marketing and Blogging in Digital Marketing

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How is Content Marketing and blogging important to your business?
The Dublin Marketer Case Study.

Published in: Marketing
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Role of Content Marketing and Blogging in Digital Marketing

  1. 1. Role of Content Marketing and Blogging in Digital Marketing
  2. 2. What is Content Marketing? “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Content Marketing Institute
  3. 3. Facts  Content is the best way to achieve what advertising is supposed to achieve if done correctly.  It can spread quickly via social networks, generating powerful word-of-mouth exposure for savvy content marketers.  It is content that people desire and seek out, and it is great content that Google wants to rank well in the search results so those people can find a relevant business.  People don’t want to be bombarded with adverts when making purchasing decisions, they want valuable information.
  4. 4. What brought about this emphasis on Content ?  The Panda update to Google’s Search Algorithm first introduced in 2011 (and regularly updated in 2012 through to 2013) placed even more emphasis on what was already an important strategy to develop.  Penguin update in April 24, 2012 adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries but its’ goal was to reduce the trust for certain sites and backlinks.  Hummingbird was launched in September 26, 2013 and its’ goal for Google is to better understand a user's query
  5. 5. The Panda Update The purpose of Panda was to try to show high-quality sites higher in search results and demote sites that may be of lower quality. It was also called “Farmer” because was targeting the content farms. This is what triggered the “content rush” because it was targeting:  Thin content  Duplicated content  Machine generated content(spun content)
  6. 6. Effects of Google Updates on Content Marketing Strategy  Relevant Search Quality  User experience  Optimise every page
  7. 7. Content Diversity Some of most used: Blogs Videos Infographics E-Mail Newsletters Social Media Case Studies Research Reports Presentations (SlideShare) Webinars…
  8. 8. Content Marketing Usage  According to a survey conducted by Outbrain and market research firm eConsultancy, 91% of in-house marketers use content marketing to market their products or services, and more than 90% of all digital marketing professionals believe that content marketing will become more important over the next 12 months.
  9. 9. Why is Content Marketing Important?  Supports SEO and improves ranking  Builds understanding of subject matter  Drives Traffic through backlinks  Influences Page Rank  Increases Brand Awareness  Demonstrates Expertise and establish trust  Creates opportunities to build  Email Subscription List  Followers on Facebook, Twitter et
  10. 10. Content Marketing Model 1. Identify your target market 2. Competitive Analysis 3. Position Brand/Voice 4. Engage in Keyword Research 5. Develop Good Content 6. Capture Customer Information 7. Build Relationships and Drive Traffic 8. Monitor, Respond and Engage
  11. 11. “A blog is basically an article that you write online.” Blogging is the best method to add new, fresh and customizable content to your website. Should be the foundation of all the social media activities.
  12. 12. Why do we Blog? Marketers who have prioritized blogging are 13 times more likely to have a positive ROI. —HubSpot
  13. 13. Benefits for blogging  Increases search engine traffic & SEO ranking  Humanizes your brand  Supports your social media initiatives  Builds authority in your industry  Improves conversion rates  Cost effective  Helps you rank for long-tail search queries  Helps generate inbound links  Increases leads  Facilitates valuable discussion  Allows you to achieve ‘freshness’  Long term results
  14. 14. The Dublin Marketer Community- Blog Case Study
  15. 15. Blog-History We used our blog The Dublin Marketer as our case study. The blog was launched on August 13th and in that short time our stats and insights are proving that our content and SEO strategies are bearing fruit. “The motto on our site is ‘there is no such thing as a silly question.”
  16. 16. Opportunity & Solution  Just one in five people working in the marketing profession has not even entry level digital marketing competency and if the deficiency is not addressed, the country will not achieve the 150,000 jobs which could potentially be created in the digital economy by 2020.(DMI)  Lack of Content Strategy knowledge and increasing digital marketing trends  We are positioning ourselves as Dublin’s newest voice offering a view of marketing with a bias towards Irish businesses. We offer an informal, informative voice with the purpose of developing a discourse and creating a forum where anyone with an interest in Digital Marketing can visit and feel welcome. The Dublin Marketer aims to be an information hub in a safe community environment.
  17. 17. Key Steps We Used For Our Blog  Identified target audience and position  We used Keyword planner and all in title to ensure that we will get found through organic search  Researched all relevant articles and documents about each topic  We optimised our content and our site for SEO by using relevant keywords in our H1 and images.  Introduced Categories for a better user experience & Comment box for user engagement  Integrated the blog and social media sites as they work hand in hand to drive traffic and increase engagement
  18. 18. Results achieved Website 200 views, 70 visitors, 13 likes, best day 3rd of September- 24 views
  19. 19. Facebook activity 96 Likes, Best day- Wednesday, Best time- 9:00 pm Top 10 Tips For Email Marketing A Beginner's Guide to Build a Negative Keyword List Content Marketing for small business
  20. 20. Twitter Top Tweet for August
  21. 21. Pinterest Top Audience Demographics Country: USA Language: English, Gender: Female 105, Male 49, Unspecified 20
  22. 22. Questions? Follow us on Twitter @MarketerDublin Facebook The Dublin Marketer Pinterest The Dublin Marketer WordPress The Dublin Marketer

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