Where to Invest Your Online Marketing Budget in 2015
Posted by Matt
If you’re asking the question: “How do I grow my business online in 2015?” then the answer you should be seriously considering is “invest in content.”
Whether you’re looking to harness social media, search engines, email, paid advertising or any other form of online promotion, in 2015 you’re going to need quality content more than ever to support these marketing activities and stand out from the crowd.
Pay per click, for example, absolutely needs content. The money you spend on online ads to try and attract clicks to your website would yield a poor return on investment if you didn’t create a compelling advert that grabbed people’s attention and directed them to an intelligently-crafted landing page that nurtured their interest.
That email marketing campaign you’re planning would have all the appeal of a plate of leftover turkey if it didn’t have a subject heading that aroused an interest in your readers and didn’t provide great content that was of value to them.
You can post Facebook updates and tweet until the cows come home but without genuinely educational or entertaining content to support your efforts, you’d just be adding more meaningless ‘noise’ to go with everyone else’s.
Invest in great content, such as informative blog articles, creative infographics, video or downloadable guides and you will always have something interesting to talk about; rather than trotting out the same old boring sales messages that the majority of people don’t actually care about.
An online strategy that invests in content also has much more long-term value when compared with many other forms of marketing and it gives you much more control. You might see short term gains if you spend your marketing budget purely on advertising or even SEO, but once that advert has finished running or Google has made yet another change that turns the search engine rankings upside down, the benefits that you might have enjoyed initially will vanish.
By investing in content, you’re investing in marketing materials that you own and which nobody can pull the plug on. For example, say you create a series of articles that teach your customers something valuable (whilst also demonstrating your expertise). Those articles will have the ability to continue to educate your prospects and attract leads for your business for as long as you choose to keep them live.
Of course, more traditional forms of promoting your business are still an important part of marketing, but by supporting these strategies by being smart with the content you create, you’ll be showcasing your products and services and getting people to buy from you much more effectively. The difference is that rather than simply telling people how great you are – with good quality content, you’re showing them.