Content is King!
Attracting visitors to your website with the right knowledge and information. That's what Content Marketing can do for you. This covers every form of marketing where producing and publishing content is used to attract and retain customers. Content Marketing can be delivered in a variety of formats, including news, video, blogs, articles (e.g. White papers), E-books, infographics, case studies, reviews, guides, photographs, etc. The purpose of Content Marketing is to improve the accessibility of the site (or page) by adding rich and especially unique content to your site. That translates into a higher SEO ranking (Search Engine Optimization). The site will be easier to find by the target group, because the Google indexing looks for combinations of words in the text on the pages and increasing the relevance of the existing content in relation to the search term entered. What’s good for the "searcher" is good for the search engine!. Content Marketing is the solution!
Tools and knowledge for Content Marketing
To properly apply Content Marketing one needs the right tools. The most important being a PIM system (Product Information Management) and a good CMS system (Content Management System) Product Information Management refers to processes and technologies designed to centrally manage information about products, with a focus on the data required to market and sell the products by means of one or several distribution channels. A central set of product data can be used to enter consistent, accurate and up-to-date information in different output media such as: websites, printed catalogs, ERP systems, and electronic data feeds from partners and suppliers. PIM systems can generally support multiple geographic locations and multilingual data. Moreover, using a PIM enables the maintenance of product information in a central catalog, with consistent and accurate information to multiple channels in a cost effective manner. A CMS system is the software behind every website that allows easy creation and editing of pages, adding texts, visuals, videos, etc. In a CMS system roles and access rights can be defined so that the workflow can be implemented with internal or external copywriters.
A complementary tool for Content Marketing is Content Automation. This entails designing a process whereby relevant content is is updated automatically and placed in the appropriate location in the system using predefined rules. A CMS system and associated processes are essential for doing this. The selection of the correct meta tags and uniqueness of keywords is crucial when uploading new content. The more unique a keyword is, the quicker and more effective the indexing, and thus the accessibility of the page. This is a specialized job that is performed by a content manager or web editor, using the right tools.
Ecommerce Result can support you in determining the Content Marketing strategy, the organization of these processes, and the selection of the right tools. We can work with you to draw up the business case, select the tools, and designing processes. A Roadmap for the phased implementation of all processes, and tools plays an important role.