Content marketing is the new must‐have addition to SEO for personal, small business, corporate, and non‐profit organizations’ integrated marketing communications plans.
We can define content media as “a group of Internet‐based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user‐generated content.”
In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms.
However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.
Content marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third‐party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word‐of‐mouth, meaning it results in earned media rather than paid media.
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Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With the emergence of channels like Twitter, the barrier to entry in social media is greatly reduced.
Twitter, Facebook, YouTube, LinkedIn and Blogs Social Graph……
Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions.
Social networking sites like Twitter, Facebook, YouTube and blogs allow individual followers to “retweet” or “repost” comments made by the product being promoted.
By repeating the message, all of the users are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought in, and the process repeats itself.
Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.