Content Marketing is one of the most crucial aspects of a digital marketing strategy, and it is often placed at the back of the line in terms of importance due to its lack of short term benefits. Not only that, proving ROI is also much more difficult to do, since most of the results come in the form of steady, long term search engine traffic.
At Squeaky Dino, we understand this. We spend a lot of our time evangelizing eCommerce businesses on the true importance of content marketing. We educate from entry level to the C-suite, because we understand the impact this has on long term brand success in Google, Bing and other search engines.
Why Content Marketing?
Content marketing is our primary way of acquiring links to our clients’ sites. In the old days of SEO, backlinks were not sought after just for their ranking importance, they were acquired to generate traffic, and traffic that would convert into revenue.
With recent algorithm updates like Panda, content marketing has come back to the forefront of link building methods. Honestly, it was always at the forefront for us.
Anyone can go out and buy links. Buying links for the purpose of manipulating search engine rankings is strictly prohibited in many search engines’ guidelines, so it is a risky method. Our content marketing strategies transfer the buying process from the links to the content that generates the links.
Link Acquisition versus Link Building
Content marketing allows us to acquire links. This is what search engines want. Link building carries a connotation of manually going out and building links to your site. These links could be: blog comments, forum comments, directories and articles. These types of links hold very little value in today’s landscape. In fact, they can do more harm than good.
By focusing on the content of your site, we can seek out sites and influencers that would be interested in linking to and sharing your content with their visitors. We add value to the entirety of the internet by providing content that search engines, bloggers, social media influencers, media and your very own visitors find interesting and informative. With this method, people link to you. You are not “building links” yourself.
Residual Effects of Content Marketing
Content marketing also carries with it residual benefits. Let’s say you spent money buying links. You have those links, but those links will not generate more links. If you invest in content creation and marketing, that content is ALWAYS there for people to link to. And, people will pick link to your content for month and years to come. Content keeps on giving.