Content marketing can be great for building your brand expertise in a variety of fields. Typically content is aimed at customers who can benefit from interacting with particular types of information. Another very important goal for content is to increase Google search engine rankings.
SiteVisibility is a UK SEO firm that really understands how to develop content to achieve key goals. One way to boost rankings is to encourage bloggers to link to your content. Kelvin Newman clearly explains his THEME model to make the most of content. It starts with Tribes- those people who manage websites or blogs and have the motivation to link to your site because they want to publish interesting material. By engaging those bloggers and researching their interests you create posts that are so compelling they want to share. For example, Kelvin recommends interviewing bloggers and publishing what they say. Having relationships with influencers also makes them more likely to link to you.
Another key element to content creation is spending on paid media. These days if you invest in content, it pays to amplify it. Brands also must think of the goals and metrics in advance of content creation. What do you want that content to achieve and what measures will show success? Simply brilliant.
Here is a link to SiteVisibility.
It’s a great podcast.