Quality content marketing is key for entrepreneurs, business professionals

By Jeff Louderback

Content marketing is more essential than ever for entrepreneurs and business owners.

More than 80 percent of consumers today conduct online research and visit search engines for information before making a decision. This is why businesses that have an effective content marketing plan stand out among their competitors.

Content alone is not king, however. Quality content is king.

Over the course of my 29-year career as a writer, editor, author, publicist and social media content creator, the concept of marketing has dramatically changed. Years ago, content marketing was not even a term, and to reach prospective customers, businesses implemented advertising campaigns complemented by print newsletters and media relations (with an emphasis on sending press releases to the media accompanied by pitch letters).

Today, with the emergence of social media, content marketing is vital. More specifically, the quality, format, authenticity, and audience targeting elements of content marketing are vital to grow readership and increase awareness on Google.

Websites and blogs with quality content marketing have lively posts, captivating graphics, and engaging videos that create a cohesive message about the company.

According to the Content Marketing Institute, “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.”

Simply put, instead of directly pitching your products or services, you offer beneficial information to existing and prospective clients.

Content marketing incorporates an array of mediums including:

– Blog posts

– Journalistic-style articles

– Videos

– eBooks

– Infographics

Publishing valuable content that incorporates relevant keywords that your potential clients are searching for, you can help your website appear higher in search engine results, which makes it easier to find your company online.

Interesting, well-written, authentic and search engine friendly content also:

– Positions you as an expert in your field

– Builds brand loyalty and increases brand awareness

– Generates leads

– Attracts traffic to your website

– Creates free publicity and media coverage

– Results in speaking engagements, networking opportunities, and community partnerships

For more information about content marketing and writing, visit www.jefflouderback.com.

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