So you want to market content? Make sure you do it right

Marketing and advertising have been components of traditional business operations for a long time. However, digital technology has turned most techniques on their heads, and professionals have to adapt in order to keep up with the times.

Managing marketing operations is essential for businesses of all sizes, and with many new platforms in use today, the need for a diverse staff, one that understands all frontiers, is growing in the marketplace. This demand only heightens when budgets are tight and economic hardships continue to prevail. In order to remain afloat in the world today, businesses need to learn how to promote and engage consumers with their products or services, but with fewer resources.

Advertising can best be done online today, with marketing strategies for small business operations revolving around content. When a company wants to reach its intended audience, it should focus on building an extensive library of information that educates and informs prospects on the advantages of certain goods and services. This type of inbound marketing goes a long way in building rapport with buyers, and maintaining a company blog costs much less than purchasing television spots or implementing direct mail marketing campaigns.

Through the evolution of content marketing, professionals have tried to cheat the system, which has lead Google and Bing to become stricter on how they rank and suggest content to their users. If a creative team wants to use SEO to its advantage, the department needs to understand and internalize the importance of quality content before it engages in any other practice. Even if a campaign uses profitable keywords, poorly written blog posts won’t help its readers, and those phrases won’t influence higher page rankings online.

SEO can help a business increase its ROI, but the company needs to improve its written and communication skills first.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.