Valuable content that meets the needs of users and encourages them to take advantage of the offer – such texts are the basis of activities on the Internet. Their quality largely determines the behavior of the consumer and the extent to which they contribute to generating profits for the brand. That is why it is so important to focus on effective copywriting. However, often the content itself is not enough to be able to reach a much wider group of users. This is where content marketing comes in.

Copywriting – what is it?

Copywriting is nothing but writing texts. However, it is not only about creating “art for art” content, but providing valuable content – one that will convince the recipient, e.g. to perform a specific action.

Effective copywriting should be directed to the needs of modern users – taking into account their behavior. Therefore, the creation of texts should be based on the principles of verbal persuasion. At the same time, the content should be original and inventive – so that it stays in your memory for a long time and does not constitute intrusive advertising. It is worth being aware that consumers are more and more often distancing themselves from standard forms of advertising – those which, in a way, encourage them to take advantage of the offer.

Copywriting includes creating, among others:
– texts for advertising materials, e.g. leaflets,
– advertising slogans, e.g. for flags,
– texts for radio and TV spots,
– texts for company websites,
– thematic articles,
– including blog articles,
– sales (persuasive) texts,
– e-books,
– content for e-mail marketing,
– content for online stores.

All texts – regardless of their purpose – should meet several important features. Among them, the following are mentioned:
– uniqueness and ingenuity,
– reliance on persuasion techniques, e.g. the AIDA model
– application of a call to action (CTA),
– targeting the needs of a potential customer,
– correctness in terms of language, spelling, etc.

SEO copywriting deserves special attention – writing texts that are attractive to the user, and at the same time meet the expectations of Google robots. A skillful combination of both guidelines allows you to get engaging content that helps you achieve higher positions in search results. This is important because Internet users are much more likely to click on links appearing on the first pages of the search engine, completely rejecting the content of links in distant positions.

Texts created in accordance with the principles of SEO copywriting should:
– carry high quality – be substantive and valuable,
– take into account the needs and expectations of recipients,
– be 100% unique – which allows you to avoid the phenomenon of duplicate content,
– be length-optimized,
– contain relevant keywords – maintaining naturalness,
– be properly formatted (headings, bullets) – for better readability and clarity.

The application of the above principles helps to gain higher positions in the Google search engine (however, it is worth being aware that the activities related to positioning have a much wider scope).

What else to remember? Both in the case of classic copywriting and SEO copywriting, there is no room for duplicating content. Copying texts from other websites is not only unethical, but also adversely affects your position in the Google search engine. That is why it is so important to provide original content – tailored to the needs of a specific target group.

Content marketing – what is it?

Content marketing is a wide-ranging activity based on delivering valuable content through various channels. It is an alternative to traditional forms of advertising, which do not fully meet the expectations of a modern consumer. Content marketing activities are in a way a response to the needs of a customer who does not like to be persuaded to buy, but prefers to make an informed and (in his opinion) decision.

The great advantage of content marketing over other forms of advertising is the variety of tools used. This allows for carrying out activities that meet the needs of specific consumer groups very well.

Below we present some of the most popular elements of content marketing.

Articles for external publication
Articles published on external websites help build greater reach. They allow you to reach even more potential customers. The advantage of thematic articles, e.g. sponsored ones, is also the possibility of enhancing the image of an expert.

Company blog
Running a company blog fits perfectly into the content marketing strategy. It helps in generating more traffic to the website and also helps to increase brand awareness.

Infographics
Sometimes images can convey more than words and are remembered more easily. Therefore, as part of content marketing activities, you can also publish infographics, which are also a powerful viral marketing tool.

Webinars
Webinars are nothing more than online conferences and seminars – the perfect solution for modern times. It allows not only to provide relevant information, but also to conduct a dialogue with a potential client.

E-books / Trendbooks etc.
Publication of e-books – available for download, e.g. after logging in or leaving your data – supports content marketing activities and at the same time helps in obtaining leads.

Copywriting and content marketing – the most important difference

Knowing the definition of copywriting and knowing what content marketing is related to, it is easy to identify the differences between them. Generally speaking: writing texts is the basis of conducted activities in the field of content marketing. It can therefore be said that copywriting is a tool that provides valuable content. And content marketing is activities related to the distribution, collection and formation of existing content, but also the generation of new ideas related to content (including graphics).

Important synergy of activities

Effective content marketing cannot exist without good copywriting, which is why synergy of activities plays a key role. Even the best developed strategy will not bring the expected results if it does not take into account the provision of good-quality content – regardless of its form, type and purpose.

A well-written text – perfectly matching the needs and expectations of potential customers, and at the same time meeting the SEO principles – is the foundation of modern marketing activities on the Internet. Skillful selection of words that create unobtrusive advertising messages and their proper distribution – it is worth taking care of if you want to reach a wider group of users and achieve your business goals step by step.

Why is it worth to bet on content marketing?

Although copywriting can “live its own life”, it is not worth giving up content marketing. A properly planned strategy helps to achieve huge benefits.

Reaching a wider group of potential customers
By limiting yourself to publishing valuable content on your own website, you are narrowing your reach. Meanwhile, content marketing activities help you reach a much wider audience who may be interested in your offer.

The ability to increase conversion
The systematic publishing of articles on the blog helps to increase the conversion, but not as much as the conducted marketing activities. By distributing content in various channels, you have great chances not only for increased website traffic, but also a real improvement in sales or generating leads.

Increasing customer engagement
A more engaged recipient is a loyal and faithful customer who will keep coming back. Content marketing helps you achieve this goal – by constantly delivering valuable content posted on various channels.

Strengthening brand awareness
Properly conducted content marketing activities make more people know about your company. Their brand associated with specific products or services appears more and more often in their minds. This, in turn, increases the chances of acquiring new customers.

Building the image of an expert
Thanks to content marketing, you strengthen brand awareness and at the same time build the image of an expert. A variety of high-quality content helps in this – blog articles, articles on external industry websites, giving expert statements, organizing webinars, etc. By becoming an expert in the eyes of customers, you increase trust in the company. Thanks to this, more people will want to use your offer.

SEO activities support
Good-quality texts – regardless of their form – are welcomed by Google. Thanks to them, you can reach higher positions in the search results. Therefore, the content distributed as part of content marketing can be used to support SEO activities – especially positioning. The texts are an additional place to insert keywords, they help build a link profile of the domain, etc.

As statistics show, up to 95% of buyers gain trust in the brand thanks to content. Good-quality copywriting combined with content marketing activities help achieve the set goal.

Do you want to take advantage of the possibilities of content marketing? Bet on cooperation with an experienced agency that will develop a strategy that translates into advertising success.

The e-commerce industry is developing dynamically, and the number of people who decide to buy online is growing every year, and the pandemic has only accelerated this process. Clothing and accessories are among the goods that we buy most often on the Web. This is good news for you, but you also need to remember that along with the demand to buy outfits online, so does the supply. That is why it is so important – apart from an interesting, unique offer, good prices or well-thought-out brand building – an effective advertisement for an online store with clothes.

Advertising of an online clothes store – what does it consist of?

The world of on-line advertising is extremely vast. That is why there is a lot of tools waiting for you with which you can promote yourself. What can you choose from? The key solutions are:

… And therefore advertising conducted mainly in the Internet search engine. If you are not on Google, you do not exist. If you want to increase your reach quickly, you can invest in advertising on this site. Its key aspect is the so-called sponsored links, i.e. those displayed to recipients above the organic search results, at the very top of the page.

But that’s not all. The Google advertising platform also gives you the possibility of conducting campaigns on external portals – a link to your website will appear there in the form of a clickable banner.
A hellishly effective form of advertising clothes is also Google Shopping – a tool that gives you the opportunity to run product campaigns directly on the search engine page. When the customer enters the name of the product you have in your assortment, your store’s offer – with a photo of the product – will be displayed directly to him, along with the price. It therefore increases the likelihood of conversion.

Advertising of the online store with clothes in social media

Fashion is a topic that arouses wide interest among Internet users. That is why it is worth reaching them, for example, through promotion on Facebook or Instagram. First of all, use the basic and free promotion tools – run your store profiles in key social media and present interesting styles there. You can also actively contribute to groups related to fashion topics. This way, you will increase your organic ranges step by step.

Paid advertising tools offer equally many interesting options – in social media, just like in Google, you can precisely define the target audience and the purpose of advertising. Regardless of whether you want to increase the visibility and awareness of your brand, or support a specific promotional campaign and increase conversion – you can choose the form of communication that will bring the best results – e.g. remarketing.

Content marketing

Content marketing will work especially in the context of image advertising and website positioning, but also as a supplement to other promotional channels. For example, by running a blog on your e-shop’s website, you can present your own valuable content on social media profiles, and at the same time support long-tail positioning. But that’s not all. It is also worth remembering about sponsored articles – posted on fashion portals will allow you not only to build valuable links with references to your e-store, but also increase the visibility of your offer.

SEO

Activities related to increasing “organic” visibility in search engines are a complement to classic advertising campaigns and one of the key elements of effective e-store promotion on the Web. In this context, it is worth taking care of the optimization of the online store for search engines – i.e. supplement it with valuable descriptions of categories, subcategories and, if possible, the products themselves, or build a strong link profile and optimize images.

Effective advertising of an online clothes store, i.e. what?

Just learning about the tools with which you can promote yourself on the Web is only the first step towards making your online clothing store advertising a real success. It is important both where and how you run the campaign.

It is worth remembering that:

Clearly define the target group to which the advertising message will be directed. It will depend on what clothes you offer – e.g. women’s or men’s, youth-style or rather business-style. It is worth outlining specific customer personas so as to personalize the messages prepared for them.

Clearly define the purpose of the conducted advertising campaign – the ultimate one is, of course, the improvement of sales results, but … the marketing funnel is much longer. Therefore, image-building campaigns that build brand awareness or aimed at acquiring leads also work well – e.g. in order to be able to run a mailing campaign later.

Configure ads correctly – although advertising panels on Google or Facebook seem quite easy to use, in fact an inexperienced user may set the campaign parameters incorrectly, and as a result – waste the communication potential. The subsequent optimization of the campaign is extremely important in order to invest money as effectively as possible.

Observe the results of ongoing promotional activities on an ongoing basis – monitoring with the use of analytical tools will allow for possible corrections or drawing conclusions for the next campaign.

This article, of course, only generally answers your question about the preferred forms of advertising for an online clothes store. However, take a look around our blog – you will find here a lot of inspiration and knowledge on various areas of marketing that will allow you to make an informed decision.

Advertising on the Internet has many names

Banal statement? Perhaps. Nevertheless, many people equate online promotion primarily with paid banners and sponsored links. It is impossible to hide: they are a very important part of on-line communication. Measurable, effective, with fair settlements. Nevertheless, the possibilities offered by the Internet are much, much more.

Think for a second: how do you use the internet? On the one hand, you are looking for information in it (including those helpful in shopping). On the other hand, you contact your friends and acquaintances and share information about yourself with them on social media. On the next one: you draw a handful of entertainment. On-line games, streaming services, YouTube … can be exchanged like this endlessly. Behind the enormous possibilities offered by the internet, there is also a very wide range of marketing tools that you can use. One thing is certain: they all have the same ultimate goal – to motivate and encourage the consumer to make a purchase decision.

That is why, when writing about advertising, we will take into account both direct promotion strategies and those that fit into the so-called inbound marketing.

Internet advertising – what are the most important types of advertising?

Before we move on to the rules of selecting advertising tools or creating a campaign, let’s answer one more important question: what forms of promotion can you use? There are many of them. Get to know the key ones.

PPC / PPV advertising

Pay-per-click and pay-per-view are the two most popular systems for the settlement of classic online advertisements. These are those that are direct promotional messages and are displayed to users in a typical context. So it is mainly about:
– advertising banners – appearing mainly on websites, e.g. information or industry portals,
– Google Ads text ads – displayed to Google users over the so-called with organic results.

It is worth knowing that a very modern and effective form of PPC or PPV advertising is contextual advertising, especially displayed as part of remarketing. What is going on? That the content appearing in the form of advertisements is related to the interests and activity of each recipient.

Today it is possible – all thanks to cookies, which you are asked to accept after entering each page. Special algorithms process them when any ad site that works with this ad system is accessed. As a result, the user is shown banners referring to the content of previously visited pages.

For example, if you have recently browsed the Wi-Fi router offer, banners of this type will appear more often, which may eventually push you to make a purchase.

It is worth knowing that Google Ads / AdWords ads are billed in the system per click or per pageview – which means that you pay only for certain effects.

The advantages of PPC advertising are:
– easy accessibility,
– relatively low cost,
– simplicity of preparation,
– the possibility of detailed monitoring of the results.

Ads on social media

Facebook, Twitter, Instagram, LinkedIn – these are social networking sites that are used by millions or even BILLIONS of users around the world every day. For many people, they are a source of information, contact with loved ones, but also with brands they value and like.

It is worth knowing that in social media you can conduct advertising activity in many ways – not only by creating a company profile. Yes, it is the primary source of communication. Nevertheless, such a fanpage will largely play a PR role, and therefore it will be:

– built brand awareness,
– encouraged interaction / leaving a lead,
– it allows your current and potential customers to stay up to date with your offer.

Yes, strictly advertising content can also appear on it – for example, encouraging people to take advantage of a specific promotion or presenting new products. However, in order for them to reach a sufficiently large number of users, they must be properly promoted. This is the purpose of advertising systems on social networks.

For example, on Facebook you can use e.g. with:
– paid post promotion – so that it is displayed also to people who did not like your page, and at the same time meet the criteria of your target group created according to strict assumptions.
– banner ads – both in the main part of the website and in a dozen or so other, secondary locations

Ads can direct both to your fan page and directly to the website, e.g. to specific products.

The advantages of advertising in social media are:
– the ability to reach a very wide audience,
– the possibility of taking full control over the budget (you control the limits),
– possibility of precise profiling of target groups of messages,
– the ability to adjust the specificity of the advertisement to the purpose of the promotional campaign.

Content marketing

Is content marketing also a form of advertising? Yes, although the promotional message is more subtle and less direct than in the above-described promotion methods. Tools that also function as advertising are mainly internal and external articles, as well as guides, trendbooks or – recently popular podcasts.

If at this moment you think of advertising articles from years ago – those that constituted a “laurel” for the company – you know that modern content marketing has nothing to do with them. Brand information is skillfully woven into expert text that has practical value for the user. Thanks to this, the text is a fairly effective form of direct promotion, and at the same time supports SEO activities.

Video advertising

Contrary to appearances, television or cinema is not the only place where they can be displayed. For their publication, you can use:

– Internet portals that provide such technical possibilities – many of them, especially informational ones, publish their own video materials, so there is an opportunity to place their own advertising message in them,
– YouTube service – ads are displayed here both before the actual recording starts and during it.

The video advertising system was also proposed by Facebook. Importantly, these commercials differ in formula from standard videos prepared for television. On the one hand, short formats of a few seconds are desirable. On the other hand, especially on YouTube, you can afford longer content. If they catch the user’s attention, it can last for several minutes.

Email Marketing

This is another form of communication that belongs more to the inbound format than outbound. Although it may seem ineffective, in fact … it works very well, and at different stages of the customer’s journey towards finalizing the transaction. For that to be the case:

– gain a group of customers interested in the newsletter (and thus obtain valuable leads),
– prepare interesting content, prompting you to take specific, desired actions.

A properly created e-mail message may encourage, for example, to read the content on a company blog, but also directly to purchase, if it informs about a short-term sale or the introduction of a new collection of products.

Of course, this is not the end of promotional tools that can be used on the Internet. There are many more.

Does internet advertising have to take all of the above forms?

Simply put: no. Above, we have presented the most important forms of presenting advertising messages on the web. However, you as an advertiser don’t have to use all of them. On the contrary: it is worth choosing those that suit the specifics of your business. So what?

Think: Will an e-shop that sells pet food need more contextual advertising on LinkedIn, or a promotion on Facebook or through sponsored links? And what will be useful for a company that implements firmware? She can make more profits by reaching for ads on LinkedIn or by using content marketing on industry websites.

So we go back to the basic rule: advertise where your target group is.

How to choose advertising channels on the Internet?

Before you start thinking about having an online ad published, you have a long way to go. You should and even have to go through it if you don’t want to risk financial losses. Although online promotion is relatively cheaper than that on television or on outdoor media, it still carries considerable costs if you operate in a competitive industry. And if so, you need to be well prepared for it. How?

A. Define the purpose for which you want to promote
The ultimate one is obvious: maximizing your sales. However, for the conversion to take place, the consumer has to go through many steps along the way. What do you care most about right now? On building brand awareness? Arousing consumer curiosity? Achieving a quick sales effect, or maybe long-term results?
Each of the answers to the above questions is good. Each of them also entails the necessity to take other actions.

B. Define your target audience
In a word: answer the question to whom you are targeting your products and services. It is not just about a few-sentence definition. Comprehensive personas are prepared in modern marketing. It is about:

– specifying representatives of all target groups of people interested in your products – for example, the aforementioned food may be bought by both a student – owner of a domestic cat, and a wealthy businessman who looks after purebred dogs,
– precise definition of their features – both their character and needs as well as the problems they struggle with,
– giving them a “face”.

The more accurate the visualization, the easier it is to translate theoretical assumptions into specific promotional messages.

C. Determine the budget for the campaign
Yes, it cannot be done 100% precisely, but you need to know in advance how much money you can spend on advertising on the Internet. This will allow you to diversify your resources and control your budget.

Advertising on the Internet: on its own or with the support of a digital agency?

In theory, you can plan and implement online advertising yourself – various tools are available at your fingertips. However, in practice, the correct configuration of a campaign – so that it brings the desired results – requires in-depth knowledge and broad skills. It is not a formula at all, but … a hard reality. The point is to spend your money as efficiently as possible. In the era of growing competition, it is more and more difficult not to simply burn through the budget for ineffective activities. The care of an agency or a freelancer will save you time and, paradoxically, your budget – many times it turns out that optimization brings much greater savings than the commission for service.

Therefore, if you want to know how to use the potential of online advertising in order to achieve maximum business goals, contact the experts.

Regardless of whether you run a clothing store, an automotive parts store, a gardening equipment store, a health food store, you have one specific goal – for example, getting customers and increasing sales. An online store advertisement comes in handy, thanks to which you can reach a wide audience. This is the beginning of the road, but you are not far from success.

Online store advertising – possibilities

Wondering what online advertising options you have? Internet marketing is a very broad concept, thanks to which you will choose solutions adequate to your needs and expectations. Importantly, online store advertising should not focus on just one tool at all. To increase your chances of success, it is worth acting on many levels. Many forms of online advertising complement each other perfectly, thanks to which a larger group of potential customers can get to know you.

Paid online store advertisement

This is a paid online store advertisement that gives quick results. Therefore, it will be great when you are just starting a business and your brand is not yet known.

As part of Google Ads, you can use, among others from sponsored links. They are displayed in the search engine – above the organic results – after entering specific keywords. After clicking the user is redirected to your store.

Another option is given to banner campaigns, which are implemented with the participation of portals cooperating with Google Ads. The banner is displayed on the given website – after clicking on the graphic the user is redirected to the online store.

The third option is Google Shopping – a tool with which you can promote specific products in the search engine. The user entering the product name receives the results in a special box – a link to the product appears along with the name of the store, price and photo. This is a very effective method of advertising products from your online store.

Facebook advertising

Statistics show that most people use at least one social networking site. Facebook is the most popular and – among other things – is where you should mark your presence.

One of the forms of advertising is your own fanpage, through which you can establish long-term relationships with customers and engage in dialogue with them. It is also a good way to build brand awareness.

The fanpage itself is not enough – especially if the store takes its first steps. Facebook campaigns come in handy to help you adapt to your needs. The form of advertising can be, for example, sponsored posts appearing on the board of potential customers or in Messenger.

Content marketing

Content marketing is not direct advertising. It is a series of activities on the Internet that primarily allow you to increase brand awareness, build an image of an expert or gain leads.

These activities can be carried out in many ways, however, the publication of thematic articles on external websites and the publication of articles on a company blog plays a major role. But really, it’s just the tip of the iceberg. We discuss the topic of content marketing in detail in the guide.

Online store advertising – why is it worth it?

The need to incur financial expenses for advertising on the Internet raises many questions – including those related to profitability. Although it’s hard to get a definite answer, one thing is certain: online store advertising has many advantages.

Wide range
Internet advertising is distinguished by a very wide range. It allows reaching thousands of recipients around the world. This is especially important if you are considering selling products also abroad. A wider reach means reaching more users with more potential customers among them.

Unlimited access to the offer
Unlimited access to online stores means that an online store ad does not have to be displayed at certain times. It reaches the recipient virtually 24 hours a day, 7 days a week.

Precise targeting
Online store advertising – regardless of the tool chosen – allows you to precisely identify the target group and then reach it. This increases the chances of the recipient carrying out a specific action, e.g. placing an order, subscribing to the newsletter. Detailed targeting also allows you to optimize the campaign in terms of spending.

The speed of launching the campaign
An online advertising campaign can be launched very quickly. What’s more, it is possible to reach a wide audience as soon as the campaign starts. This works great for online stores starting out that, in the case of offline advertising, would have to wait much longer for results.

Affordable costs
Traditional forms of advertising can cost a lot – unlike online advertising. It is much cheaper, which allows you to achieve your business goals with a lot less money. Thanks to this, every online store has a chance to appear in the network – regardless of its scale.

High flexibility
Online store advertising is characterized by great flexibility. You can modify the parameters of individual campaigns – so that they bring the expected results. And all this without having to increase advertising expenditure.

Possibility of constant monitoring of effects
Internet advertising is fully measurable. It is possible to systematically monitor effects using various tools. Thanks to this – if a given form of promotion does not meet expectations – it can be modified or completely eliminated.

Internet advertising is a profitable investment. Compared to other forms of advertising, it provides the best ratio of campaign costs to results. However, to get the most out of it, it’s worth starting to work with experts. Their knowledge and experience will allow launching effective campaigns leading to the achievement of assumed goals.

Content Marketing consists in drawing the attention of potential recipients to the brand with valuable content. For example, if we are producing baking powder, a great move would be to include e.g. recipes for cakes on the blog. Such entries will certainly be useful to our current customers, will warm up the image of the brand, and will also attract new customers who will visit our website looking for recipes.

Popularity of Content Marketing

Is this approach to advertising popular? To answer this question, it’s enough to understand that over 55 million entries, 500 million tweets and four million blog posts appear on Facebook every day. A large part of these entries belongs to enterprises that implement content marketing strategies in this way. Such enormity of information certainly indicates the popularity of Content Marketing. Unfortunately, it also makes it very difficult to stand out and attract recipients. Due to the fact that the amount of created content is currently much larger than users could receive, their attention is only attracted by the most attractive information provided. That is why, remembering that the competition is not asleep and also cares about the website of its company, it is important to contribute to the fact that the content we publish is even better.

Although the amount of content that goes online every day exceeds the processing capacity of its recipients, it would be a huge mistake to recognize that too much content is being created. As many as 75% of people making purchases online are influenced by the content on the site. For this reason, every company tries to “arm” its brand with articles, posts or graphics, attracting potential customers. It is also worth remembering that high-quality content has a huge impact on positioning.

To be appreciated by the recipients, you must provide them with the highest quality content. It is worth noting that it is about content in a very broad sense, it cannot be limited to texts, it is also worth using graphics, videos and all other forms of communication that will affect the positive perception of the site.

Many people are certainly wondering – is this type of action a modern invention that has its source on the Internet? None of these things. Advertising techniques consisting in offering the recipient various types of attractive content in order to draw attention to the brand, worked well long before the invention of the Internet.

Why prepare a content marketing strategy?

Unfortunately, publishing content alone is not enough. It is very important that the activities have a consistent message that meets the client’s needs. That is why there is a need to develop a content marketing strategy. Thanks to it, all published content will be consistent and adapted to the specifics of the industry and the needs of individual recipients. Organized action will allow you to stand out from the competition and be successful.

You can think of strategy as planning your performance in a competition in which the main reward is to draw the attention of potential customers and, as a result, encourage them to use their services or purchase products. Without victory in these difficult competitions, there is practically no chance to be noticed.

That is why the right strategy is the key to success. Unfortunately, despite the rapid development of advertising on the Internet, the awareness of many entrepreneurs is still small. According to Paraphrase-Online.com research, as many as 63% of companies do not have a well-defined and documented strategy. Without it, online success is just a matter of chance. In the event of failure, all the effort and resources invested in online advertising are wasted.

A huge number of companies ignoring the need to have an action plan on the Internet is excellent news for all aware entrepreneurs. By resigning from the strategy, such companies make the results of their work accidental, which makes it easier for companies that will stick to the plan to stand out.

Content Marketing and positioning

Content Marketing brings many benefits, and one of them is the positive impact of positioning. Publishing attractive content on the Internet not only warms up the brand image and makes new customers reach us, but also affects the site’s ranking in the search ranking.

By placing valuable articles on the page, we influence the authority and credibility of our website. It is worth remembering that these are factors appreciated by Google and affecting positioning.
In addition, there is a chance that users who like the content of our site will place a link to it, e.g. on social media.

Summary

If you want your brand to stand out on the internet, you need to offer recipients interesting content that will capture their attention and encourage them to visit your site. It will be helpful to establish a coherent strategy of action in advance, which will ensure that every move will be planned and its result predictable. How to develop such a strategy? You will learn this from the next part of the guide, which will appear soon.

Marketing – the “invention” of the 20th century?

The concept of marketing appeared relatively recently, as it was around the time of World War II, in the USA. However, the fact that it was only then called this phenomenon does not mean that marketing itself was not born until the mid-twentieth century. Because the first ads can already be found in excavations straight from ancient Greece or Rome. After all, competition in the world of selling products and services has never slept. However, it must be admitted that it was the 20th century – not to mention the current times – that was the time when the market developed extremely dynamically. We operate in a consumer-oriented society with extensive needs and open to new products and services. The number of brands, products and solutions is growing not only from year to year, but also by the minute. And if so, the activities themselves that are to encourage the customer to choose product X, not Y, are evolving.

Modern marketing – the one we know today – therefore differs from previous attempts at promotion by one detail that is of colossal importance. It has the form of organized strategic activities, subordinated to a specific goal. Although there is a lot of room for creativity in it, there is no chance and chaos. Then, the likelihood of budget overflows is highest.

What is marketing?

The question of what marketing is is more difficult than you might think. Not at all because there is no definition of this term. On the contrary. Over the past few decades, a whole lot of them have appeared, as well as disputes about what marketing is and what is not. For example: are PR activities part of marketing or a completely separate plot? And … does it matter?

If we define marketing as all activities that support the sale of products and influence customer decisions – not necessarily. Because this group of activities includes almost everything – from designing the brand logo to activities in social media or price reduction.

One thing is certain: marketing focuses on the needs of consumers and satisfying their needs through a specific offer of products or services. By acting in this direction, the company increases the likelihood that the customer will choose its offer, rather than the competition – because it will be better suited to his expectations.

Is marketing the same as advertising?

It cannot be denied that both concepts are closely related. However, they are not the same. Advertising is part of marketing strategies. These are specific messages aimed at promotion, which are sent to recipients. But marketing itself covers a much broader scope of activities – those that have, among others:

– inform the customer about the existence of a given problem / topic or its exposure,
– inform about the existence of a specific brand / product and maintain this awareness in the long term,
– arouse interest and encourage interaction (which at the beginning does not have to be a purchase),
– help “push” the customer towards conversion – understood not only as buying a product, but also, e.g. leaving contact details or starting communication with the brand,
– build a positive brand image based on a specific set of values,
– build and maintain communication with the target group of potential customers – also to research their needs on an ongoing basis and to better match the offered products,
– build long-term relationships and brand attachment – so that the customer returns to it many times.

The very description of these marketing goals shows that advertising alone is only a fraction (very important!) Of this area of functioning in the business environment.

Is marketing the same as sales?

The sale transaction is the last stage to which marketing activities always lead. So that’s the result of marketing. However, marketing alone does not focus on closing sales, i.e. negotiating the target terms of the contract with the customer. The marketing funnel leads the customer from interest in solving a problem or response to needs, through interest in a product or service, to inducing the need for a specific solution. Activities in its area are also carried out after the sale – so as to maintain communication with the client and make him come back again. So let’s keep these differences in mind and look at marketing as a separate element of market communication – the most diverse and crucial for business efficiency in the business world.

The 7P concept, i.e. the elements that make up marketing

To understand even better what aspects marketing covers, you can refer to one of the concepts of marketing mix, i.e. a network of related elements that affect the market environment of an enterprise.

In the first version, created in 1960, E Jerome McCarthy talked about 4P, and thus about the success of the company’s strategy is influenced by:

– product – its quality, design, packaging, brand and fit to customer needs,
– price – the demand for it also depends on how much the product costs. But this does not mean that the pricing policy must be guided towards the maximum reduction in rates;
– place – a market where products go,
– promotion – and this includes, among others, advertising and PR activities or merchandising.

Currently, the literature also adds further aspects to this list, such as:

– people – it’s both about the customer service staff and the customer himself,
– process – the way in which customer service goes from interest in the offer to after-sales service,
– physical evidence – all “tangible” elements of the company’s image that affect its perception, e.g. the brand’s logo, its website, visual identification system or the appearance of its headquarters.

There are also another “P“, e.g. “pleasure“, i.e. the pleasure of using services, so important in today’s consumer market. So, as you can see, issues related to defining marketing are a river topic. One thing is certain: if you take any action with a view to ultimately increase sales – this is part of marketing. Since marketing includes such a large group of diverse activities, you can guess that there are also various divisions and classifications. It all depends, of course, on what criteria of division will be adopted.

Traditional and internet marketing

Marketing, especially online, is a very broad category of activity. Which one will you choose? It depends, among others from the industry in which you operate, as well as your target group or promotional goals. However, it is worth looking at the most popular types.

SEO marketing
These are all activities related to website positioning. The absolute foundation of communication with clients in the 21st century. Why? You will answer for yourself if you think for a moment where you are looking for e.g. information about good restaurants in the area or proven ski equipment. Modern consumers direct their first steps to the Internet search engine and most often click on the first few results on the list. And if so – the position your website achieves in SERPs (search results) determines how effectively you reach customers.

Content marketing
It’s so-called content marketing, and therefore all activities related to “textual” communication with the recipient. This broad category includes content published on your website (and not only, but also because of SEO), external image articles, as well as product descriptions and much more. The better and richer the content you create, the greater the market potential of your brand.

Social Media Marketing
So all activities related to market communication carried out in social media – e.g. on Facebook, Twitter, Instagram or LinkedIn. Warning! It is not only about paid advertising, but above all about adding interesting posts, as well as building a community and communication with its members.

Video marketing
Contrary to appearances, this is not the same as TV commercials. The content of video materials that are posted for marketing purposes can be completely different. Popular are, for example, thematic guides with product placement, cooperation with vloggers or purely image-based clips.

Remarketing
These are automated activities that aim to display to the consumer ads related to what he has previously searched on the web. For example, a person who has visited a website of an online store with clothing displays his ads when he visits other websites. Remarketing is one of the most interesting solutions especially in the context of abandoned shopping carts.

Word of mouth marketing
Based on product and service recommendations – these are now more and more often authentic opinions obtained from customers.

It is also worth mentioning on mobile marketing – activities aimed at interacting with smartphone users (including, among others, sending SMSs with information about promotions!), and above all about inbound marketing, i.e. ‘inbound’ marketing, which is aimed at waking up interest of the recipient – so that he himself actively searches for content related to a particular brand, as well as offers. Strategies based on it are considered to be the most effective.

This, of course, does not exhaust the list of marketing varieties. But it will never end, because new ways of reaching the customer are constantly emerging – along with the evolution of the market itself, technology and social needs. Keep this in mind when planning your marketing strategy – to be effective, it must be adapted to current trends.

Google Ads – search engine internet campaigns

If you want to increase your visibility in the search engine, you should bet on a Google Ads campaign. It’s a great solution for those who do not want to wait months for positioning effects. Thanks to paid advertising, your website will appear in search results for specific keywords.

What does it look like from the user’s point of view?
Enters a specific keyword into Google search engine, e.g. cross-country skis. Ads appear at the very top of the search results – they have a green label ‘advertisement’. By clicking, you are directed to the website. For users, Google Ads look exactly the same as organic results. However, they display above organic results, making them more visible.

It is worth noting that thanks to Google Ads you can use other forms of advertising – both in Google search engine and YouTube.

Text ad for mobile devices
It allows the user to call the searched company by phone. Thanks to this, you can make quick contact, e.g. if you want to order a pizza, make some extra keys, rent a car.

Dynamic ad
It’s also a type of text ad, but the way it is created is slightly different from standard ads. In this case, the advertiser indicates only one description line, while the headline, landing page and keywords are chosen by Google.

Advertising on YouTube
This is an offer for companies that have video material at their disposal. You can choose from: 6-second non-negligible movies, longer commercials appearing as “cutscenes”, films appearing as suggestions for further video materials.

Advertising in Gmail
Advertising messages can go directly to the user’s mailbox. By clicking on them, the recipient is redirected to a specific website.

Advantages of Google Ads

In Google Ads, although it is a paid advertising campaign, it is worth investing. This option has many benefits and is extremely effective.

Long range
The ad reaches a very wide group of users, including potential customers. All they have to do is enter certain keywords in the search engine and your ad will appear.

Quick effects
Google Ads allows you to achieve quick results – unlike for positioning. In this case, the website appears at the very top of the search results even the next day after creating the campaign. So you don’t have to wait many months for the site to appear in TOP10. It’s a great solution for companies that are just starting to implement an online campaign.

The campaign can be adapted to the budget
Keyword Planner is a tool that allows you to estimate the cost of advertising using a specific phrase. Thanks to this, you can plan your campaign without exceeding your budget.

Convenient effects monitoring
Ads displayed as part of Google Ads can be constantly monitored and analyzed. This allows you to estimate the profitability of the campaign and make modifications if necessary.

You can use Google Ads yourself. However, if you are taking the first steps in this field, it is better to ask a specialist for support. You can apply to a certified agency that will carry out an effective campaign for you – in line with your goal.

Content marketing

Content marketing is an alternative to traditional forms of advertising. It allows you to expand your customer base through valuable content published in many places on the Internet. It has long been known that direct advertising messages are no longer valid. Nobody wants to be “attacked” by intrusive ads, which is why they are immediately rejected by the recipients. It is completely different in the case of content marketing – here valuable content is intertwined with a subtle incentive to take advantage of the company’s offer.

As statistics show:
– up to 95% of buyers gain confidence in the company after having familiarized themselves with the content available on the web,
– as much as 96% of users search for information on products / services from industry leaders.

Therefore, it is worth taking advantage of the opportunities hidden in content marketing and strive to become an expert in the eyes of recipients.

Types of content marketing tools
Content provided to users may take various forms. You don’t have to limit yourself to one thing – it’s worth carrying out on several levels at the same time.

Company blog
You can share your knowledge through blog articles. Good if they have a guide form – it increases the chance of being interested in entries. Choose relevant topics from the point of view of potential customers.

Webinars
They are an alternative to stationary conferences and seminars because they are conducted online. The advantage is the ability to conduct a dialogue with a potential customer, which increases his involvement.

Thematic articles on external websites
Thematic articles published on external portals (also as sponsored articles) increase brand awareness and at the same time build the image of an expert.

E-Books
E-books are the content of presenting in the form of guides, reports and many other publications – longer than standard articles. Shared on the web, e.g. in exchange for providing an email address, provide a lot of interesting industry information. Publishing e-books on the Internet helps in: generating leads, building the image of an expert, promoting the company. All this will translate into increased sales.

Advantages of content marketing
Content marketing has many advantages, thanks to which the conducted Internet campaign will achieve the assumed business goals.

You increase communication range
You can expect an increase in website traffic. If the messages are really good, the content has a chance to spread virally, reaching a very wide audience.

You are strengthening your position on Google
Google loves valuable content that is useful to users. That is why published articles – on blogs or external websites – can contribute to an increase in position in search results.

You inspire consumer confidence
Providing useful content that helps solve a specific problem helps build consumer confidence. By becoming loyal recipients, sooner or later they will transform into active clients.

You will become an industry expert
By publishing high-quality content – on a blog, external sites, etc. – you appear as a specialist in the industry. In this way, you not only build brand awareness, but also inspire trust. This translates into an increase in orders – shopping with an expert is a guarantee of safety and good choice.

Do not think about this form of online campaign. Content marketing allows you to get up to three times more potential customers than paid search engine advertising. Develop a strategy (alone or with a content marketing agency), and then start acting.

Facebook

Most of the users are active in social media, with Facebook leading the way. So it’s worth running an online campaign there to reach a wide range of potential customers.

The basis of any actions is the creation of Fanpage (FP) – a website through which regular and potential customers will communicate with the company. However, it will be useful not only for establishing relationships with recipients and engaging them in activities. It is also invaluable when you intend to use paid advertising displayed as sponsored.

A Facebook campaign may include:
– systematic conducting of FP – among others adding entries about your offer, what is happening in the company, etc.,
– paid advertising – can be displayed on the user’s board as a sponsored offer or in the box on the right.

Types of campaigns on FB
If you want to make the most of Facebook, set your goal first. Depending on whether you want to convert, build brand awareness or post related activities, for example, different types of campaigns will work.

You can choose:
– website promotion,
– promotion of posts,
– clicks.

Advantages of an internet campaign on Facebook
The presence of the company on Facebook and running an advertising campaign brings many benefits.

Real-time interaction
Facebook allows you to interact with users in real time. This has a positive effect on the image and at the same time allows for quick matching of products / services according to the clients’ needs.

The opportunity to increase brand awareness
You increase brand awareness thanks to posts and paid advertising. The company becomes recognizable, which increases the chance of gaining new customers. It is worth remembering to provide recipients with quick answers, place interesting content, etc. Positive experiences will help to achieve the set goals.

Access to analytical tools
By running a Facebook campaign, you gain access to practical analytical tools. Thanks to this, you can evaluate user behavior, post reach, number of likes, shares, etc. This allows you to modify campaigns to ensure their highest efficiency.

Campaigns in other social media

You can also be active in other social media. Being on Instagram is a great solution if, for example, you run a restaurant, clothing boutique, jewelry store, etc.

It is also worth to mark your presence in LinkedIn – especially if you make B2B offers with your offer. The internet campaign on this website allows for high precision targeting, which translates into the possibility of reaching even a very narrow group of specialists. You can run the internet campaigns presented above at the same time. Such multifaceted action will help achieve business goals in a much shorter time.

In the past, cinema was extremely popular entertainment, but over time it gave way to the internet. Its user-generated content is an almost perfect medium that allows the recipient to interest and establish relationships with him. However, here the problem arises: how to stand out from the countless competition? How to become Freddie Krueger in the virtual world?

1. Don’t be afraid to remove the mask – be original

The character of Freddie Krueger was an innovation not only for fictional but also visual reasons. Since the time of the Phantom of the Opera, no psychopathic murderer from the horror movie has had an exposed face. This risk was certainly one of the factors that brought fame to the films in the series “Nightmare on Elm Street”, allowing it to become a timeless production.

Similar risks should be taken when preparing content for a website. If you want to stand out from the competition, you should definitely focus on originality and an unusual approach to the issue, presenting its content in the most transparent and useful way. Although it may seem trivial, according to the “10x content” principle, it is necessary for your website to surprise and interest the user.

Therefore, just like the director of a cult horror film, think about what the competition offers and try to propose something fresh and new – a page with an innovative approach to a given topic, at the same time universal enough to reach a wide audience – just like “Nightmare from Elm Street” .

2. Make an impression – the key to success

A lowered and tormented figure with a burned face, dressed in a stretched striped sweater and hat, spreading terror with a terrifying glove equipped with blades – this could briefly describe Freddie Krueger – a cruel teen killer. Although his image differed from the then popular horror characters, he attracted crowds of viewers. Why? The answer is simple: he was impressive and terrifying!

In the network, as in the cinema, the most important are the impressions and emotions of the recipient – user experience. In the case of the Internet and the “10x content” method, this is doubly important: if you take care of the user’s feelings, you will certainly impress the search engine and advanced algorithms. They evaluate the pages not only in terms of quality and usability, but also the feelings it creates on the recipient. If you want to impress the recipient, don’t be afraid to take the risk and influence his emotions, even through fear – learn from Freddie!

3. Don’t give up – be like a recurring nightmare

From an early age, Freddie Krueger could not overcome the overwhelming evil by becoming a crime genius, murdering his victims in dreams. Abandoned by his mother, abused by his adoptive guardian, murdered by the local community of the town of Springwood, he constantly found a way to return and become “better” in his profession.

Similar perseverance should accompany creators using the “10x content” method. The Internet is a constantly changing virtual world in which there is a constant struggle to achieve the highest position in search results, which is possible only thanks to persistence. Algorithms that crawl pages in search of the best of them are constantly improved, which can cause fluctuations in the position of your page.

That is why it is worth looking for ways to make your website 10 times better than the best page in the top 10. You can start with:

– adding value to your site’s content,
– conducting reliable keyword research,
– looking for sources that have not yet been used,
– placing useful graphic materials,
– properly formatting the content.

Although the movie about the crazy teen killer has long disappeared from the cinema screens, the figure of a man with an iron glove is still enjoying great interest, which is indicated by subsequent versions of the film and references to the character of Freddie, among others in games from the Mortal Kombat series. Your site can become original and unrivaled like Freddie in the world of horror movies – the key to success is the uniqueness, usability and high quality of content, preferably 10x higher than the best you have come across.

Effective Marketing

Marketing is an extremely broad concept that covers all activities related to communication with the customer, ultimately aimed at selling products. Due to the fact that it is such a vast area, it is sometimes difficult to find yourself in a sea of available opportunities. So what to do to focus on success and step by step increase your business potential?

A good marketing strategy is an absolute foundation

There is a lot of room for improvisation in life – for example, when you prepare a new dish according to the recipe, but you depart from the instructions and act “your own way”. Remember, however, that doing so carries the risk of failure – your dinner may end up in the basket. And while it will be a rather small loss, you invest capital in marketing activities, and not a small amount. You will pay a lot for unsuccessful decisions – especially since your competition is awake.

Therefore, thinking about effective marketing, you can not leave anything to chance. Research shows that marketers who plan their activities and set clear goals are almost 400% more effective. And this means that before you move on to planning specific campaigns, you need to take a few steps back and master key issues.

Define what you offer to the market

We start from the basics, straight from a business plan, but there is no other way to success. If you have already done your homework and defined exactly what your brand brings – go to the next section. What if not:

– start by listing the current range of services or products you offer,
– list their strengths and weaknesses, as well as external opportunities and threats – that is, make a classic SWOT analysis,
– analyze your business environment and see what competition offers. It is important how many competitors you have and how they work to attract customers,
– specify who you direct your products to

Creating one, collective group of target customers is not enough – especially when your products are targeted at a wide range. Therefore, go a step further: outline the persona of individual types of customers. It’s about clarifying who each potential customer is. It is important that you:

– named each person and (best) assigned a picture to it (visualization will help in planning),
– defined demographic information about her – i.e. age, gender, place of residence, but also professional status and level of wealth or interest,
– clarified what each person is interested in, their problems and needs, as well as where you can meet different types of clients.

Develop a short and long term marketing strategy

Before you start refining what and where you will publish – specify what results you expect. This applies to both a short, e.g. several-month perspective, and to a long-term perspective. Make sure your goals comply with SMART rules, including measurable, realistic to achieve, specific, important for the organization and defined in time. For example, you can assume that you will improve your sales results by 5% over the next six months. Effective marketing – to call it that after all, it must be measured.

Adjust the strategy of achieving business goals to the needs of target customers

For example, if you want to increase sales in e-commerce channels, and your recipients are, for example, women aged 35-50, you need to think about where they are online and offline and what they expect. All marketing activities – from typical banner ads to ATL campaigns – must be designed to appeal to their expectations and engage in action.

Specify campaign budget

There is no such thing as an unlimited advertising budget. And this means that you need to reasonably distribute funds allocated for promotion. So how? It all depends on the specifics of your industry and the goals of the campaign. However, online communication is playing an increasingly important role (if not crucial). Importantly, if you invest money well into online promotion, e.g. inbound marketing strategies, you’ll enjoy high ROI (return on investment). The assumed budget is one of the main points to which we will refer effective marketing.

Plan a schedule for specific activities

Therefore, specify what elements your campaign will cover, where and to what extent it will be conducted and when. At this point, you are ready to move from planning to action.

And the most important: do not forget that a very important element of effective marketing activities is their constant monitoring and audit. Without control over what results the campaign brings on a regular basis and how it had a general impact on sales results or acquiring leads – you will not know what to improve and how. It is also important to:

– each marketing campaign was coherent – both “internally”, so that the presented messages are not mutually exclusive, and in the context of the overall image of your brand,
– focus on accompanying the customer with the purchase rather than intrusive sales – suggest and share knowledge instead of deciding for the recipient.

Effective marketing strategies, or what?

The basics are behind us. And now it’s time to look at what currently works best in marketing strategies. Remember: the advertising and customer communication market is changing dynamically. Therefore, you also need to constantly change your actions, adapting to current trends and requirements. So what should you bet on now?

Smart SEO

Where do you usually look for information about products and services today? The answer is simple: on the Internet. The best friend when shopping is Uncle Google. And if so, it is important that your offer is visible in the search results – and high. Therefore, SEO and positioning activities are an essential element of a modern and effective marketing strategy. But remember: Google’s algorithm is constantly changing and today only promotes valuable and credible content. Therefore, make sure that you entrust to specialists who know what they are doing.

Content marketing

Good, valuable content just makes Google like you more simply. That is why content marketing is the present and future of the promotion. It’s about creating engaging and valuable content – especially for your website, as well as for other communication channels, e.g. on social media. The more useful and engaging content you avoid, the easier it will be for you:

– strengthen SEO activities (provided that you optimize the texts in terms of your strategy, e.g. by enriching them with headlines and keywords),
– arouse customer interest and trust – the more information you give them, the better image you will create. And this will ultimately translate into financial results.

Acquisition of sales leads

The process of convincing a customer to buy from you, not from competitors, is … a process. Sometimes it takes a long time, and months pass from the moment when the consumer hears about your brand or product to complete the transaction. The secret to success in the long term is therefore to accompany the customer at every stage of the marketing funnel and subtly remind you of the solutions offered.

The basis, however, is obtaining sales leads, and thus basic data (e.g. name and email address) – so that you can send potential clients various types of messages that will become an impulse for them to act.

How to get leads? There are many ways. Various types of landing page types work well, but not only.

Remarketing and effective marketing

It is also an important element related to the acquisition of leads. What is the point In a nutshell, it’s about using marketing automation tools to display ads to customers who have already expressed an interest in the offer. For example: a person has already visited your online store and even put some things in the basket, but eventually changed their mind. The way to get her back is to show her ads related to your offer – e.g. on social media and on the following pages that she will visit. Such delicate but repetitive “reminders” can work wonders and become an impulse to buy.

Mailing and effective marketing

Although most of the emails you send to customers as part of your mailing campaigns will remain … unread if you prepare and direct them well – you have the chance to increase your turnover. This is possible when you combine mailing with remarketing elements and direct good messages to the right people. For example, an accidentally sent message with general content and a non-intriguing subject will rather go to the trash. But if a potential customer a day after he visited your store, he receives a message with a discount about a few percent on the products he saw – the effectiveness of the message will be much higher. Of course, these are just a few examples of strategies that should be included in a modern marketing campaign – so that it is effective.

But remember: Your success depends primarily on precise and sound planning. The better you understand their needs and the more accurately you plan your campaign – the more satisfying its effects will be.

The content marketing strategy is based on providing various types of attractive website content that may interest the potential recipient of your services or products. Content Marketing Jobs is a very effective strategy for several reasons. Let’s get to know them closer.

Advantages of content marketing

Diversification
An unquestionable advantage of content marketing is the ability to create content / materials, and then make them available in many channels simultaneously or gradually. When creating content on a blog – such as this one – you use it not only here – you can share this text, for example, on your own LinkedIn channel or on Facebook, and involve your community or new people. This type of content can also be the place you target traffic from, for example, the Google Display Network. It all depends on what content you prepare.

A good example is, for example, video materials that are currently very popular in social networks. This type of format keeps the recipient longer on the site, as well as engages more and better resonates in the consciousness.

The guiding idea for creating this video was to familiarize our clients with the concept of machine learning. We wanted to explain to them as quickly as possible what it is and why it’s a good idea when it comes to running Google Ads campaigns.

What we did in the first place with our clients in mind, we used as self-promotional material, making it available on our Youtube channel, which is the second most-visited “search engine” after Google.

This is not the end of sharing interesting content – our film was also used as a material released on the occasion of women’s day – not only because we wanted to show how great our friends’ charisma – supervisors from Google Ads. Video has been made available both on our Facebook and LinkedIn and accounts of our employees who found the material interesting. Good, not only in our opinion, content went to the world and did a good marketing job. We baked two birds with one stone – we prepared industry-specific, substantive material from our “plot”, providing customers with a range of information and at the same time we showed up with our video in as many as possible online channels.

A variety of methods

Content marketing can be misinterpreted as marketing based only on texts. Nothing could be more wrong. Content marketing basically uses all forms of communication with the recipient on the internet. They will include texts as well as videos, podcasts, webinars, infographics and many, many more. Of course – many of those named received their own names and began to live their own lives. Overall, however, they can be called content marketing.

This is important because every industry has its own specificity and it may turn out that building content on the blog is not the optimal solution in absolutely every situation (the blog is undoubtedly a great way to promote the business).

Let’s assume, however, that you can not afford a multipurpose marketing activity and start with a small product / b2b service. What will be the best then? Perhaps personal branding based on podcasts or fast video content shared on LinkedIn …

Regardless of your needs, you must design content marketing not only in terms of the recipient’s expectations. You should also take into account the place where the network user can search for you and what is important – so that he can do it in his natural conditions.

A response to your needs

In principle, you can assume that what you are reading now is content marketing. At some point, someone acknowledges that he would like to learn something more about something – for example, how to cook tomato soup or which car to choose up to $50,000. In response to a given search engine, the question is whether you receive pages that can help you. Google’s crawlers assess which content may be most useful to you. Factors affecting the visibility of a given page are around 200 and most of the course is not related to the content. However, content is the most important criterion in the assessment.

Good content marketing is the one that first responds to your needs, and secondly: it meshes with the area of your business. Take, for example, an article that you are reading. Your interest in content marketing is due to the fact that you were interested in this form of advertising – you may choose this way to promote your company. We – as the Paraphrase Online – have been active in the advertising industry for many years. There is a chance that after reading this article you will want to get to know other aspects of our business and you will find that for your business type it will be more reasonable to use non-content marketing promotion methods – e.g. Google AdWords or SEO. The content we have prepared will point you perhaps to other areas of our marketing activity, ergo – this text will fulfill its function!

Naturalness of the message

Content marketing is found in different situations, but most often when we are looking for something – answers, recommendations, opinions, explanations. Then marketers serve us with tutorials, tutorials, video reviews. The better we get the recipient’s taste and the more we approach his intentions, the better our content will work. That is why every content marketer should not only have emotional intelligence and be able to extrapolate someone else’s conditions, but also, at least roughly, to be interested in psychology and behavior. Content is one thing, but the reader’s reaction to its contents – the latter. Therefore, it is important that you enable the recipient of the message to take further steps within your environment – for example, sign up for the newsletter, download the guide, “catch” for later remarketing, go through the link to the article, which may also interest him. When creating content marketing, it is always worth taking the role of the recipient, not the creator. The more the plastic mind you have, the better for your content.

The ability to export activities

Another advantage of content marketing is the fact that you do not need to have a personal background in your own company to create it. We can commission a blog, for example, an experienced copywriter who will not only write texts on a recommended subject, but will also search for relevant phrases or topics that will be related to your industry.

Exceptionally, video recording is often outsourced from the company, which is due to the fact that you do not need a film crew, purchased recording equipment or a subscription of machining programs on a daily basis. By engaging in an external entity, you can also entrust him with creating a script and choosing the form of the message.

Nevertheless, before making this kind of cooperation, always consider what you need in terms of the subject, form or length of the video material. You can not grope in the dark, the more that film recording is a costly undertaking.

The image of an expert

A simple matter. If someone does not know something, and you do, then you can use it. The more competent answer or opinion, the better image you can create around yourself or your brand. That is why even the “free” transfer of knowledge has quite a business justification, and finally it just pays off. Classic win-win.

Content marketing 2019/20 and beyond?

In most cases – from getting married to online marketing – blog is a must have. Content marketing is basically a home based on blogging. I still remember the time when blogs were the domain of people who wanted to share their interests with the world and … so much. Nobody thought about monetizing their blogs at the time, and in the womb of companies did not even think about the fact that someone’s work could only consist in writing …

SURPRISE!

We owe everything to Google’s dominant role in our lives. Over 90% of people are looking for answers here. Thus, companies provide the most popular search engine in our country with more and more content. And for now, there is no indication that this trend should change – with one small caveat. Well, content will have to be more and more synthetic, and their quality as high as possible. Google is developing increasingly better methods of measuring the intentionality of a given user. Soon, it will not provide an adequate response to the whole demographic group or a specific community that is broadly interested in the subject. Google will provide answers that will be tailored to your needs over time. It will also analyze whether you prefer to read more extensive or rather laconic entries. Sam, creating this article, I wonder if this length of my argument will be optimal. Theoretically, the longer the text, the better for the search engine. It has been and has been so far, but now it can be seen that this trend may change in a moment.

Anyway, blogging will be a dominant form of content marketing for a long time – not only because of unflagging popularity, but also because there are few barriers to content creation. Text editors and platforms for sharing different types of materials are now trivial to use. The only limitation is basically just the time we can devote to content marketing.

Nevertheless, blogging starts to have strong competition – video and podcasts. The video, which decided about the popularity of the Youtube search engine, is now strongly pushed through the algorithms of social platforms, including Facebook or LinkedIn. As I wrote earlier, the video format better resonates in the user’s consciousness – it is more vivid, engages for longer, and people are more likely to interact with it.

These factors, supported by social media algorithms, are behind the growing popularity of video-based content marketing.

Increasingly, podcasts are also mentioned more often, although I must admit that I do not see any qualitative differences that would justify the purpose of detaining video in the coming years. Podcasts are currently used in the creation of personal branding and mainly to distinguish a new form of presence on the web. It is definitely easier to record something only by voice than in video format. Perhaps, therefore, in certain situations – such as driving a car or a bus – podcasts will join audiobooks and will be more widely used. I still remain a bit skeptical.

Content marketing – summary

Do this content or not? If you plan to deal only in the future with what you are currently doing, then answer is simple – YES, ABSOLUTELY! Good quality, genuine and, above all, well-embedded content marketing in the long-term will always defend your business, positioning your website and perceiving your products or services. Importantly, once created content will be “worked” for you always (eg in the case of blogging). Of course, remember to update content that is always worth adding to new texts or other forms of content promotion.