Blogging has been around for a long time now. Some say it’s been around since 1994 when Justin Hall created his own personal homepage while a student at Swarthmore College in Pennsylvania. However, the term ‘weblog’ didn’t appear until 1997.
Over the past 20 years, blogging has become so common that there are now 2million blog posts written every day.
If your business runs a regular blog and you want it to attract a good readership, you can’t escape the need for your brand to have a coherent content marketing strategy. If you are a business with a bigger marketing budget, promoting your blog and driving millions of readers to it may seem easy.
For businesses with less money to spend, however, it is all the more important to be creative with your marketing strategy. How can you amplify your brand message across multiple online channels and reach a national audience with a limited marketing budget?
The usual suspects are the social media channels, such as Facebook and Twitter. You may use email marketing to communicate with your existing clients, or perhaps even LinkedIn to communicate with chosen groups.
One fairly new approach, which we love here at Art Division, is attracting readers through clever ‘suggestive marketing’. Or as we like to call it: ‘The new generation of online PR’.
Usually referred to as ‘suggestive selling’, elements of this are relevant to the topic we are discussing. If a customer (in this case, consumer of content) has already demonstrated an interest in purchasing a product or service (in this case, a particular topic of content) then you can increase the value of that purchase by suggesting additional relevant products (in this case, other content). This approach is used regularly in the retail environment, but we can look at it with different eyes in regards to content marketing.
To be visible, your content should either be linked to by an influencer in your industry or published on a reputable website. Articles on well-regarded publishers’ websites can be followed by links to relevant articles published on lesser known websites, such as an article on your business blog page.
Outbrain, to offer an example, loosely follows the idea of ‘suggestive marketing’ in that readers who have just read an article are then suggested to visit other articles which might interest them.
A ‘content discovery platform’, such as Outbrain or Taboola, suggest articles and other forms of content (such as videos) on publishers’ websites. The suggested articles will typically complement the topic being discussed in the main article. Put simply, it allows the reader to find other relevant pieces of content wherever they are and on whatever device they are using.
With platforms like this, your content can appear as a suggestion on some of the world’s most revered content publisher sites, including The Telegraph or The Guardian. Businesses that want to target a national audience can use such platforms to drive traffic from major publications to their blogs.
So, if you’ve written a piece of content and you want to benefit from a recognised publication with nationwide influence, you should consider suggestive content marketing. This will enhance your brand’s credibility in the eyes of your target audience and win you new audiences.
As already stated, content marketing and online PR are a potent mix. But even more so is the combination of content marketing, online PR, a call to action, and remarketing. If you have spent the time to write a good blog, spent the money to drive readers to it, you need to ensure you have a good monetisation strategy. In other words, you don’t let your readers’ just walk away without at least attempting to win them over as a client.
At Art Division, we can help you build a content marketing strategy which delivers the right results for your business.
Have you implemented your call to action or considered remarketing as part of your content marketing campaign? You can find more information on remarketing and how it can benefit your business HERE.