By Phillip Thune, Textbroker
With the rapidly changing digital landscape, marketers must stay on top of current trends to rise above the noise and reach consumers online. In 2014 keep these three tips in mind when crafting your marketing strategy for the year.
Shift Advertising Dollars to Content Marketing
In 2014, marketers must focus on their content strategy to be the most effective. While companies have traditionally poured a large percentage of their marketing into online advertising channels like PPC (i.e., AdWords), now is the time to shift some of that budget into content. With constantly changing algorithms to rank high quality content on Internet searches, content reigns as the most important factor in keeping your search engine ranking high so customers can find you online. Spending money on producing and distributing high quality content that is rich with keywords and provides value to the reader will keep your company visible and relevant.
Make sure that you have considered the possibility that you can market to consumers outside of your local market. The Web is international, and people all over the world can find your products and services online. Even if you can only sell in the US, for example, consider the possibility that not all people living in the US have English as their first language. Those people may be searching in their native language but could be a potential customer. If your site is optimized for keywords in other languages, you will show up in search. From there, chances are that the person looking will still be able to use your site. If the person does not speak English, he or she will be able to use tools like Google to translate the page and get an understanding of the products and services you sell.
Translate your content whenever possible to make sure that your products are visible to everyone in your target market and internationally. You don’t have to translate everything, but if you have some content that helps people searching understand what you do, you will stand above the competition.
Distribute Content on as Many Channels as Possible
Once you have created great content that is full of keywords, share that content everywhere you can. A good rule of thumb is to write once and post as often as possible. Post it to Google+, LinkedIn, Facebook, Twitter, your website, and anywhere else relevant for your market. You can also identify press and social media influencers that will share your content for you. Establishing relationships with people that will share your content with their network will help distribute your message quickly and effectively. Remember that when posting content the best idea is to post the entire article once on your website and then post a title or short summary of it on social media and other sites, where everything links back to the content on your website.
About the author, Phillip Thune
At Textbroker, Mr. Thune is the CEO-Americas, responsible for growth and strategy. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million.
Textbroker is the leading internet platform for on-demand, unique written content, delivering tens of thousands of items per month to its client base. Textbroker.com offers custom U.S. English content creation from 100,000 U.S.-based freelance authors. Textbroker’s other websites offer custom content from professional, native-speaking authors in German (textbroker.de), French (textbroker.fr), UK English (textbroker.co.uk), Spanish (textbroker.es), Dutch (textbroker.nl), Italian (textbroker.it), Portuguese (textbroker.pl), Brazilian Portuguese (textbroker.com.br) and Polish (textbroker.pt). Textbroker is backed, in part, by Viewpoint Capital Partners, a €200 million private equity firm. More information is available at www.textbroker.com.
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