Sales are primarily made online today. Your advertising and marketing efforts should take this circumstance into account. The magic word is inbound marketing: the customers themselves initiate contact – provided your online presentation is appealing to them. Content therefore plays an important role in your enterprise communications. Content represents your product, your brand, your company.
Content Marketing follows the goal of opening up new target audiences and generate customers by providing them with relevant and valuable content. Content is versatile and can be found on company websites, blogs, social media channels, in newsletters or whitepapers. The content you publish – for example texts, pictures, infographic or studies – has the goal of providing your customers with solutions, answering their search queries and triggering their interest for more. Content will only be appreciated when it is search engine optimized and up-to-date – if so, it will help you in reaching the highest search engine ranking possible.
However, valuable content and convincing storytelling alone is not enough: you have to make sure that your users are offered the right content during each stage of their customer journey. It is absolutely necessary to provide users with content that is relevant for them, depending on their respective stage in the sales funnel. This is how you increase your chances of a conversion!
With the help of a well-developed content strategy, you support your marketing process. Your company is not the center of attention, but interesting stories which provide the user with value and a certain entertainment factor are.
Optimized content marketing has three components:
Producing appealing content that is relevant to your targeted audience
Editing and contextualizing relevant content by other sources
Interacting with clients and leads on social media platforms (using surveys, comments, etc.)
These are the many reasons why you should provide interesting content on the relevant channels. But what media should you use? What content should be communicated in what way?
Thanks to more than 20 years of experience, we know how successful content marketing works. Get in touch!
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Content marketing is suitable for both B2B and B2C companies and has the goal to attract new customers with high-quality content that informs or entertains. In contrast to classical advertising measures, potential customers in content marketing approach the company on their own initiative.
A classic example: a potential customer researches in Google for a solution to his problem and ends up on your company blog, where he or she can find all the necessary information. Based on your expertise, the potential customer builds trust in the company and ideally turns into a real customer.
For more information click here: https://www.w-4.ch/en/services/content-studio
Content Marketing is so important because, unlike classical advertising, customers are convinced from within and therefore build a deeper relationship with the company.
For more information click here: https://www.w-4.ch/en/services/content-studio
Content Marketing has a lot of benefits, here are the three most important ones:
For more information click here: https://www.w-4.ch/en/services/content-studio
Content Marketing has two disadvantages:
It is not something that every company can manage. Outsourcing to professional hands can make sense.
Get professional advice from W4. You can find further information here: https://www.w-4.ch/en/services/content-studio
Content Curation refers to the preparation and distribution of external content that could be relevant to the company's target group. In the same way that social media likes to share contributions, this happens in a similar way with content curation. Only here, the content is summarized, expanded with own content or commented, so that readers and prospective customers receive added value.
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A pillar page is a page on which a topic is presented as an overview. The author does not go into depth thematically, but names the various sub-areas of the topic, e.g. SEO, and links to detailed cluster pages.
The Pillar Page forms the center for a number of other pages, each of which is linked from the Pillar Page and deals with partial aspects of the topic presented on the Pillar Page. The Pillar Page contains general search terms of a topic in high density and, together with the linked sub-pages (Cluster Pages), which have more specific search terms, creates a relevant topic cluster for corresponding search queries. The keyword density has an attractive effect on the Google Search Engine and leads to a better ranking position for search queries on this topic.
Search Engine Optimisation (SEO) is a method of placing online content prominently in organic search engine rankings. The aim is to use certain search terms, so-called keywords, and thus to have one's own content appear as high up as possible in the search results. This means that the better a website is optimised, the better the page will be found by the search engine. In short: you can only achieve a good ranking with good content.
All websites that are indexed on Google, for example, are searched for the keywords they are looking for when a search query is made on Google. A very complex algorithm then calculates which pages are particularly relevant and displays them accordingly high up in the search results.