Why content marketing is essential to online businesses

Over the last decade, the internet has drastically changed the way businesses need to promote themselves – and marketing strategies are always evolving to keep up with this ever-evolving digital medium.

From the early days, visual ads were a go-to for most online entrepreneurs and marketers; however as many site owners went overboard, bombarding visitors with flashing boxes and pop-up ads, many tech experts began developing new programmes to combat these.

The rise of ad blockers

Tacky ads interrupt a user’s experiences and slow down browser speed, while many fear what these dodgy pop-ups can do to their machines. Thankfully, in recent times, blocking these annoying ads has become very easy.

At the moment, about 198 million people around the world use ad-blocking software, like AdBlock – a figure that rose 41% globally on 2014 figures and 48% just in the U.S.

Data released by Pagefair and Adobe during August show that $21.8 billion was lost in global ad revenues due to ad blockers. By next year, it’s expected that the U.S. alone should account for about $20 billion in blocked ad revenue.

With these developments, it has become clear to anyone in the know that content is key when it comes to online marketing.

Tech Supplies

How content marketing can boost site traffic

Content marketing is the creation of valuable, consistent content that is relevant to the audience you’re attempting to attract, often with the goal of converting visitors into sales. Examples of content marketing you can utilise in your strategy include:

  • Blog posts
  • Infographics
  • Landing pages
  • Podcasts
  • Videos
  • eBooks

Infographics are great for sharing on social sites, like LinkedIn or Pinterest, depending on the industry you’re doing business in, while podcasts and eBooks are usually more suited to industries with very dedicated followers who are interested in developing their knowledge of a particular subject (eg: science or technology).

Blog posts are the best known and most commonly created forms of content marketing, as they are easy for people to share and read while on-the-go or having a quick browse on their work computer.

All together they have the power to bring new people to your site through social sharing and search engines if they’ve been optimised.


Quick tips for content marketing blog posts

1. Study your audience

Before you start figure out what kind of customer you’re targeting and what their interests are.

2. Create an editorial calendar

Jotting down post ideas and organising them in a calendar for at least a month in advance will help keep you focused and minimise repetition.

3. Remember SEO

Keeping your posts SEOed means they’re more likely to be picked up by search engine crawlers.

4. Plan social media promotion

You’re going to have to give each post a good push across your social media channels – that’s how things will go viral and get your brand out there.

5. Analyse results

At the end of each week, assess which posts did well and which ones fell flat, taking note of topics, posting times and the type of promotion given.