What is Content Marketing?

Content Marketing is a strategic marketing strategy designed to develop and deliver useful, appropriate, and trustworthy content to attract, maintain a clearly identified audience and the most important is to ultimately drive successful market trends. In addition, content marketing is also a way of producing good content that gets read, shared, and brings you business. Through using web analytics, keyword analysis, and targeted strategic suggestions, companies use content marketing to generate leads and allow sales but this is something that takes time and planning and involves an SEO Consultant that really understands your business.


What are common mistakes in Content Marketing?

The most common mistakes with Content Marketing are either publishing bad content or writing great content that nobody can see. But here is a list of common mistakes in Content Marketing:


  1. No good concept and action plan
  2. Misleading or crappy content
  3. Isolated management of the SEO and social media plans 
  4. No clear framework for the measurement and analysis 
  5. Produce mediocre or inadequately useful content 
  6. Not becoming an authority on the subject 
  7. A content that is too hard to market
  8. Not testing the formats of the content
  9. Does not know the customers so they won’t find your content helpful

    Just bear in mind these common mistakes and use the best practices to make good content.


Each piece of content you create should include a straight-forward, actionable next move. Imagine you are watching a film that keeps you gripping to the end of your chair and clinging on for more. Well, that’s what your content needs to look like. There are a few guidelines that any good content writer should follow.

  • Make your content Engaging
  • The article should be Informational
  • Whatever you write should be Unique and avoid duplicate content


In writing content, it needs to be original, you can use analogies and personal experience or you might want to have a session with your colleagues to come up with great ideas just to make sure you enhance the originality of the article. Good content also addresses a question about which the viewer wants, and needs to learn more so you could reach two goals simultaneously – you educate the audience and the sites that answer questions will also make the search results very high in a variety of ways, that’s why you rank well on search engines. In addition to making good content, properly engage your viewers by offering them a valued unique content, eye-catching, and thought-provoking, it may take time but if you have a well interesting content you can drive your audience into the next step or move something by viewing another blog post or sharing the content to other social media platforms.

Remember that what makes good content is their originality, it is actionable, enticing and the questions were answered. This is well developed, distinctive, informative, grammatically accurate and is correctly formatted.


What Content Do People Want To See?

No one wants content that is really inconsistent, outdated or even improperly sourced.

Let’s give you some basic guidelines of what’s involved in writing good content. Imagine you are the customer of your business and you need to write optimized content to let yourself know what you want to know:

  • Where are you located?
  • What do you do?
  • How does your service benefit me?
  • Ask your audience by simply posting for example an open-ended question or you can make a poll for that.
  • Use your analytics platform to see what your audience or viewers want to know
  • Learn from your industry peer, it is good to know if you have a similar target audience
  • You may use a research tool which greatly helped you on keywords too that is relevant to your content

Well, this is the information Google looks for as well. Although sometimes we run out of content ideas, we deeply know that people love sharing content whenever they see it as beneficial, informative, and popular on social media.

Importance of Content Marketing

Does Content Marketing play a big role in the market?

Content Marketing falls under the umbrella of slow-burning business models which can ultimately end up generating thousands of pounds, if not more, of passive income for your business. It is the business model of many of the big players in the digital world, and for good reason. Content Marketing not only requires you to be an expert in your field, but it also requires the commitment and dedication to producing high-quality content for other members of your industry and giving it away to them for free.


This is one step many businesses don’t want to take, “What’s the point of curating all this awesome content if I’m just going to give it away?” they say.
Well, there are many reasons for this, but they fall into two main categories.


The first is reputation. If you’re so great at what you do, what do you have to show for it? In this case, reviews are not enough, because many of your customers won’t be looking to buy immediately. Content Marketing is a way for potential customers to get to know you before they have even considered buying for you, it is a form of artificial closeness and building a relationship with the customer before they buy.


The second is proximity, having awesome and relevant content constantly being produced and always to hand for those who need it means that people are not only more likely to discover your business, but they are also more likely to return to it. Placing yourself as the no.1 go-to for your niche means that you are constantly on their mental radar, and so they are likely to consider you first when considering a purchase.

Types of Content Marketing

Content Marketing is a broad and extremely versatile method of marketing, and this is one of the main reasons why it has caught on with such popularity in the modern digital marketing world.


When one thinks of content, especially in a business sense, articles and written content come immediately to mind. However, true content marketing can also include any kind of content, not just articles and blog posts.


How many types of content are there?

Popular examples of alternative content include blogs, videos, social media posts, images, photographs, infographics, data, and much more. What counts as “content” relevant to content marketing is a very open-ended set of ideas that have a few predominant features which make them stand out from just regular posts on social media or photographs you might find online.

There are several types of content that people love to see and some were mentioned above; 

  • Blogging
  • Video
  • Podcasting
  • Infographics
  • Email
  • Visual content
  • Ebooks
  • Lead magnets
  • Whitepapers
  • Slideshare presentations
  • Quizzes/tools
  • Checklists
  • Courses
  • Webinars
  • Slide decks
  • Free apps
  • Social media posts

Aside from several types of content, below are a few of the fundamentals of great content for content marketing:


It Adds Value – Many businesses new to content marketing feel they need to “Hold Back” and not give the things they know and have away for free. This kind of thinking is outdated, and the last decade or two since the start of youtube have shown that those who give away their best ideas for free, actually end up with more product sales in the long run. It may sound paradoxical at first, but the truth is, if it can be easily consumed for free, it’s best to put it out there. Save the difficult services and information for the paywall.


It Can Be Produced Consistently – Consistency is the key to content marketing and the place where most businesses starting out fail. Can you consistently provide high-quality content for your audience? If you can, then your audience becomes your followers, and followers are what convert. Having a passive audience is never an ideal situation, so you need to make sure they’re looking forward to your next bit of content each time you post something.


It Communicates your Brand and Purpose – Producing value-adding and consistent content is great, but if your audience doesn’t have anything to link it back to you, then it’s wasted as a potential business strategy. Imagine if you saw an amazing photograph online, but couldn’t find out who took it? You wouldn’t be able to find more amazing photographs such as that one. This is the same for your business. If people read your blog post but then instantly forget who you are, then your content is not doing its job.

Target Page Content

What is a Target Page?

It is the page or position that you chose to select for the people who are looking for a specific keyword or query to display on that page and earn traffic.

Why is this really important?

It’s crucial to have high quality, relevant, engaging, unique, and optimized content for your main campaign target pages. These should be your main pages that rank the highest and have the best results to capitalize on. Some of these pages may have little or no content at all, or worse, copied content. So creating new keyword-optimized content with good keyword internal linking structure to other pages to your site will help the rankings and traffic to these pages. Only poor quality, internally copied, or duplicated content can harm you. But even with this in mind, if that page has a multitude of old and high-quality links pointing to it, and it ranks close to page 1 for relevant key terms, imagine what will happen when you put new content on it that is optimized.

When and Where Content Will Help?

Content is relatively cheap and easy to do, but it does need to be done by professionals most of the time and certainly requires a content strategy. It’s not just for Google, but also for your audience, so it has to be informative and engaging. You can’t be punished or do any harm to your site by regularly adding to it, after all, Google has been saying “content is king” for some time now. There’s no point creating it for the sake of it, or to pages which aren’t a priority or a target but that’s what we are here for, to consult you through this process.


Many sites that perform poorly in the rankings have their “About Us” page show up highest in the index as they often have some natural links and always have decent content. A lot of home pages for design reasons have no content at all, especially shopping cart sites where the home page is imagery and a gateway to the rest of the categories and products, so this is ok. But if you are looking for that page to rank for what you are (e.g. Online Jewelry Shop) rather than what you sell (e.g. Designer Silver Earrings) then content will obviously help as your homepage generally has the most links pointing to it and is regarded by Google as a sites most important page (for obvious reasons).

Creating New Content
So Why Create New Content?

Well, fresh, unique, engaging, and well-optimized content for keyword density can have a positive effect on your rankings. And it’s even more vital to do if you have old, less relevant, or duplicated content. Because it’s so easy to get wrong (as explained here) and quite hard to do, then it’s definitely worth getting professionals to do it for you. It also helps if it fits in directly as part of your marketing strategy and not done independently (by your web designer for instance) as it will be far less beneficial or even harmful. Adding internal linking on top of that will also help.


How New Content Works?

With a strategy in place, you can create content that helps targeted pages rank, and other pages support the targeted ones and not compete with them. You don’t want to confuse Google into thinking you’ve created duplicate content by creating very similar pages as this will just lessen your rankings as Google will have a hard time knowing which one is more important so will place them all equally low.


Having a strategy in place will avoid this pitfall and boost your site. Google has been stating for some time that “content is king”, but really this is a bit of a smokescreen to avoid going crazy with links, but clearly we can see how good content will help your site. We know from experience that 5-page sites for small and new businesses with the only info on their homepage, then a gallery, contact us, about us, and possibly a services page simply don’t rank or are very difficult to get results for.


Factors Within the Content and How Well Optimized It Is

Is there a number of word counts that should be included in a content?

Well, for Google and all other major search engines they don’t recommend an actual minimum word count. There are several reasons for this. It would encourage writing content for content’s sake. There is no point in making a page 600 words when 300 words would have been better. Bloating your content is not the aim. It’s the quality and relevance to the page and how it all links in with the rest of your site.

Why is having a strategy in creating content important?

Quality trumps quality every time (as it does with links), so having a strategy is important. The main target pages would ideally have about 500 words. It used to be thought a few years ago that 300 words made a page serious and were a required minimum. This was taken so literally with bloated content on every page that Google started to give sites with a better structure higher rankings, thus leading to “content is king” and people now thinking that 500 words is the minimum. The fact is there is no minimum, it’s another SEO myth. What’s important is that your content is new and valuable. Also, keyword density and spacing are factors, as are internal keyword-based links to other pages in your site but both of these can be overdone and abused. Now you can see why having your content created by professionals is important.

How to maximize Content?

Optimization of search engines is an ever-changing area, yet one aspect has stayed consistent amid all the recent shifts, and that’s the importance of original and high-quality content to SEO thus enhancing your google search content makes it perform higher, and you’ll accomplish more of your marketing targets for advertising.

Here are some ways:

  1. Optimized search keywords 
  2. Allow logical and strategic use of keywords 
  3. Maximize the pictures.
  4. Include relevant keywords in the URL.
  5. Enhancement of title tags.
  6. You may write inspiring content explanations.
  7. Link to websites referring to authority.
  8. Add important keywords into the URL.

Other Factors

These include the navigability of a page (how many ways there are to get to it), how well optimized it is (meta tags), how important it is prioritized for indexing in your site map, and also how many links are going to that page. A good SEO agency will be able to pick out your most important pages and work on them (with you if desired) to help your overall site’s main pages rank higher and so get you more traffic and ultimately more clients and business. They will also work on making sure that no Duplicate Content is found on your site which could be bringing the rankings down


Duplicate Content Issues

Sometimes without realizing it you can be creating the same pages or articles on your website and also off your site. This will have a negative effect on your SEO and also dilute any reward that Google gives you for publishing the article in the first place.


So if it was that easy to copy content and punish your competitors wouldn’t everyone be doing it? Well in this case Google is smarter than you think.


Once a website has published new content for the first time it will be the first unique piece of content Google has seen and indexed. So generally this means your article will be the first result you see when searching for your article. you can do this by simply copying and pasting the first, last or even a middle section of your article and inserting “quotation marks”


So basically if you are genuinely the first author of your article then everything after that is duplicated. Just make sure it’s not you who is the one creating the duplication. 


So what happens if someone copied my Content?

Well, there are certain copyright infringements you can set up to protect your content being stolen and it will act as a deterrent for the cheeky competitor who is trying to steal your article. It would also be beneficial to set up alerts on Google and other pieces of software so you can track what is being published.


How to Spot a Duplicate Content?

During a technical audit, you can manually go through the site and scan every page to check for optimized content and to see if there are any pages that reflect each other in a negative way and how much of that page is the same as the duplicate one (if any). Sometimes it shows an entire duplicated website and this massively confuses Google on which site is more important than the other and dilutes any relevance.


What is PR Marketing?

PR Marketing, otherwise known as Public Relations Marketing, is a style of indirect marketing that focuses on curating a good reputation and social presence in the media as opposed to direct advertising a service or product.


PR Marketing is the kind of approach you want to take when your business is already seeing some measure of success, but you want to scale that success to a much, much wider audience, perhaps even worldwide.


Why it is Important to B2B?

Although the word “Public” might imply that this approach is only relevant to businesses that are primarily customer-facing, PR Marketing is actually extremely important in the realm of B2B as well. For example, Wix is a company which is business-facing but is also a household name.
There are two reasons for this.


The first is that you may want to target non-business owners who may one day become business owners, in which case you will need to be a household name.


The second reason is that if you’re going to succeed in B2B marketing on a large scale, you need to be a company whose name is well known within a particular niche, and nowadays with the rise of social media, there will always be room for you to curate a strong media presence and reputation, even if the only people who are viewing that media are people who only operate inside of a particular niche. This reason doesn’t only stand for businesses, but also scientists and academics, who are required to have good PR Marketing strategies within their own circles if they want to succeed.


Although PR marketing will definitely bring you sales and extra business in the long run, that is not the purpose of it. The purpose is simply to make you look good in the eyes of the public. If you approach PR marketing trying to sell a product, people will lose interest fast, and you will not become the household name you aspired to be. This is why it is important that you have a firm grasp of your goals before you engage in any PR marketing campaigns.

Table of Contents

What is Content Marketing?

What are common mistakes in Content Marketing?
What makes a Good Content?
What Content Do People Want to See?


Importance of Content Marketing

Does Content Marketing play a big role in the market?

Types of Content Marketing

How many types of content are there?
Fundamentals of great content for content marketing:


Target Page Content

What is a Target Page?

Why is this really important?

When and where content will help?

Creating New Content

So Why Create New Content?
How New Content Works?


Factors Within the Content and How Well Optimised It Is

Is there a number of word counts that should be included in a content?
Why is having a strategy in creating content important?

How to maximize Content?

Other Factors


Duplicate Content Issues

So what happened if someone copied my content?
How to Spot a Duplicate Content?


What is PR Marketing?

Why it is Important to B2B?

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