Today’s digital marketing landscape can be confusing, especially with the variety and complexity of strategies in use across the enterprise space. But there’s one company that really gets it: Intel.
Pam Didner, Global Integrated Marketing Strategist for Intel, gave a presentation at this year’s Share 13 conference that demonstrates this. BrightEdge holds an annual conference that focuses on organic search and digital marketing.
Why Intel Gets Content Marketing
Helping them find what they need
Search algorithms are designed to help users search in the most natural way. Whether you’re looking to solve a problem, buy something or be entertained, Google and Bing want that experience to happen naturally. And your results should be derived by finding the most helpful and relevant information, not an advertisement or other interruptive media.
So, why does Intel get it? When you go to its website, one of the first things you notice is a tab that says, “find content.” Their “Menu” bar has elements like “Topics,” “Audience” and “How to Buy,” and is designed to take into consideration the fact that not everyone coming to the Intel site is a computer or search expert. Intel.com is laid out in a way that says, “We know you’re looking for something, and we want to be as helpful as we can.”
Giving them what they want
The preceding paragraph illustrates how Intel gets site design, but Intel’s focus on content is just as important. In many conversations, marketers and industry leaders talk about creating quality, highly shareable content—and they know that’s the best way to reach their audiences. Intel takes it to the next level by adding Big Data.
Research is absolutely key in developing your content. You can create excellent content, but if it’s not written for the right audience, what’s it really worth? Companies that create fantastic white papers when their audience likes infographics and videos won’t move the needle.
In Pam’s presentation, she points out that defining that problem you want to solve is the first step in creating effective content. Next, she points out that you must know the type of content that works for specific social media channels. The rest of the presentation supports using data to understand which channels are best to use for your messaging and to keep your frequency up so that you continue to stay relevant with your audience. Intel gets content—and that the best content creation is informed by Big Data and research.
One way of enhancing this overall strategy is to use the research to understand a specific problem your target audience is trying to solve. Then, create a piece of content that is not specifically branded or has a long shelf life—content that is highly sharable and thought-provoking. How do you do this? You go into the creation of the content with the goal of being the premier thought leader within your industry. You want to be the destination for the online communities where your targeted audiences reside.
If your content is not strategically promoted to targeted audiences, you may never become that online destination. It is hard work to get content promoted on other websites. Research is critical for discovering and determining prudent opportunities.
Now, you’ve got the whole package . . . great content based on great research being digitally promoted to the right audience and at the right time. Download the Inbound Marketer’s Guide to Earned Media to further learn how to promote content digitally.
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