David Ogilvy famously said, “What you say in advertising is more important than how you say it.” One of the pioneers of advertising and marketing, he said this in a time that hadn’t seen the power and reach of the internet. Yet, this holds true in every sense for online marketing channels too. One of the key aspects of online marketing is content marketing, which generally involves creation of content in the form of blogs, videos and images to generate interest around a brand or a service. It is also used to generate new leads and increase customer engagement. Most importantly, it affects the overall traffic on your page and correspondingly your organic reach.
When we think of content marketing and organic search, we first need to understand a few technical aspects. Firstly, organic search is the traffic your brand or service pulls by itself, without advertisement. A simple example is how many people search for your site by themselves compared to how many people end up on your site via ads. Thus, organic searches are a very good indicator of brand recall and brand reach. To connect this with content marketing, we need to understand the famous PageRank algorithm of google, as most other search engines employ almost in similar algorithms. It says that among many factors that determine the rank of your website for a given search, the number and the quality of links that end up to your page is very important. In layman terms, the content that exists on your page should be relevant to the search, and there must be multiple sites that get linked to yours because of your content. Thus, content marketing plays a pivotal role in increasing your organic search.Bill Gates in a 1996 essay highlighted the importance of content, with the essay titled “Content is King.” To understand content marketing, you need to understand SEO and keyword optimization. SEO or Search Engine Optimization is where most search engines use relevant phrases and words and links to your page to rank it in their results, above the paid ads.
There are multiple online tools available to find out what are the keywords related to a particular industry segment or a business. Incorporating highly used and searched keywords, which are called primary keywords, in your headings increases the chances of your site being ranked higher. Further, there are a lot of secondary keywords, which should be a part of your phrases and core body to further increase your rank. Further, the content must be unique, well researched and relevant, which will allow other pages to put up links to it. A very example of content marketing is Zomato. In their initial phase, they relied on paid ads to increase traffic to their site, but now using primary keywords and secondary keywords heavily into their content, you’ll find Zomato among the top searches almost every time you search for either restaurants or cuisines. The fact that multiple sites also backtrack to Zomato ratings and reviews, increases the organic traffic, and consolidates its position as the go to place in food and beverage sector. All of this is possible because the content on Zomato is highly accurate, regularly refreshed and very relevant to the people looking for dining out or ordering food.
The second aspect and probably the more important one is the creation of relevant content. The aim here is to produce a message or a story that resonates with your brand. Paperboat campaigns are a brilliant example of this. The brand’s story is to invoke childhood memories and nostalgia. You might or might not remember the brand’s name, but you remember its message, and the product names like “Jaljeera” and “Aam-panna.” To be successful in this era, brands need to create content that resonates with the customers, and effectively use technology to make it reach the right audience.