content marketing

What is Content Marketing? Simply this is by drawing relevant articles and information to attract visitors to your website. But it is not that simple. This form of marketing can be completed with a wide variety of formats, such as news, video, blogs, articles, white papers, E-books, infographics, case studies, reviews, guides, photos, etc. The purpose of Content Marketing is twofold. either seen from the organization or seen from the customer. One will say that it is about improving the findability of the website by adding relevant content. The other looks mainly from the perspective of the customer. The investment in content production usually translates into a higher SEO ranking (Search Engine Optimization). The site is better found by the target group because Google's indexing looks at combinations of content and context. The more relevant the content for the entered search term, the higher in the ranking a page will be placed. What is good for the “searcher” is also good for the search engine.

But there is more important. Much relevant content around your products or services provides more information to customers. This targeted information gives the (potential) customer more reason to purchase a product or service from you. In addition, sufficient good content ensures "surfing behavior" on your website, which may provide you with information about the purchase intentions. You can store this information in, for example, a Customer Data Platform and can be used for serving personal content, offers or, for example, custom webshop filters ... In short, producing good content pays off!


What do we all need to execute a good content strategy?

Content Marketing starts with a good strategy. In addition, a company needs Content Marketers and suitable "tools". The most important tools are a good Content Management System and measuring tools that record the surfing behavior of potential customers. The collected information must of course be stored in a "customer profile" in order to be used for personalizing the website or webshop. Analysis tools can also be used on the data that can provide insight into what the content does with the purchase intentions.

Content Automation

Another tool for Content Marketing is a Content Automation solution. A process is set up in which relevant content is automatically updated using predefined rules and workflows. Multiple content marketers can collaborate in this way on articles, pages and complete communication structures. Thanks to a good workflow and collaboration options, content is produced faster, more accurately and cost-efficiently. Writing a good business case, setting up processes and selecting the right tools is crucial. A phased introduction of processes and tools plays an important role in this.

Curious how you can make Content Marketing work for your organization?