” published by Google for SEO beginners, “content optimization” is one of the measures to be taken for Google’s search engine. Sites that generate generative referrals and word-of-mouth are defined as high-quality content.
In recent years, the need for “content marketing,” which has been carried out in a broad sense, has been increasing and attracting attention as an SEO method.
This time, we will provide an easy-to-understand explanation of content marketing for acquiring and nurturing potential customers for companies.
Related materials:
What is content marketing?
According to the definition provided by the American Content Marketing Institute, which is said to be the creator of content marketing, “content marketing” is explained as follows.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable
customer action.
Source: What is Content Marketing?｜Content Marketing Institute
In other words, content marketing is
a marketing method that delivers valuable content to users and encourages them to take actions that ultimately lead to profits
.
Valuable content is content that summarizes the information that users want to know in detail, and there are no restrictions on how it can be done.
The reason why content marketing is attracting so much attention is that with the spread of the Internet, it has become commonplace to obtain information, and information is exchanged and evaluations are shared through social networking services. This is due to a shift from “how to send information” to “how to help the people who need it find the information and deliver the appropriate information.”
The role of content marketing
Content marketing is an effective measure for “lead generation,” which involves acquiring potential customers (leads) for companies in marketing activities, and “lead nurturing,” which develops the acquired leads into customers with a high possibility of turning them into projects or receiving orders. It becomes.
In lead generation, we provide online inquiries and requests for materials, downloadable materials with useful information, registration for e-mail newsletters, etc., and encourage people to enter their contact information and other information into the form. obtain.
In subsequent lead nurturing, we fill in the time leading up to business negotiations and closing by providing useful information such as e-mail newsletters, seminars, and web content at the right time over the medium to long term. We will encourage them to increase their desire to purchase our products and services.
The various contents distributed through lead generation and lead nurturing are created for the purpose of “distributing valuable content to users and encouraging them to take actions that will ultimately lead to profits” as mentioned at the beginning. It is.
Content marketing basic measures and specific examples
Our service “
” uses the following three basic measures for content marketing as an SEO measure.
① Increase the number of pages with appropriate keywords
② Perform access analysis and keyword analysis
③Update the page
The premise is to provide valuable content to users, and it is also important to optimize for search engines so that users can easily find it.
We will also introduce some specific measures below.
① If the purpose and target are vague and the results are not being achieved, clarify the target audience of the website according to the purpose and completely review the page.
Example purpose: Increase visitors (users) and page views. Direction to service page.
② Cooperation with SNS (twitter, facebook, etc.). Increase the number of inflow sources and guide them to the site → have high-quality content spread.
③The article is not displayed in search results because there are few related keywords in the article content. Incorporate related keywords and aim to increase access from organic searches.
We have implemented various other measures, and there are examples of improvements in access numbers.
If you are interested, please
.
summary
◆Content marketing is a “marketing method that delivers valuable content to users and encourages them to take actions that ultimately lead to profits.”
◆Content marketing is effective for lead generation and lead nurturing measures
◆The basic content marketing measures are: 1) Increase the number of pages with appropriate keywords, 2) Perform access analysis and keyword analysis, and 3) Update pages.
