The term ‘content marketing’ has been around for years; however, not many people understand what it entails. What they only know is that it’s popular because, year on year, savvy digital marketers are dedicating increasing chunks of their budget towards this aspect of marketing.

So, if big business is going all out with content marketing, then it must be a good idea for small businesses to jump on the content bandwagon too. Right?

The answer is a resounding, yes! However, before those tickets are bought, it’s necessary to know a couple of things about content marketing so that you use it to the maximum benefit of your business. Otherwise, you’ll have spent a lot of money creating the wrong type of content.

Content Marketing Isn’t Creative Writing

First of all, content marketing has nothing to do with creative writing which is about just writing. Yes, content marketing is creative as it has to draw people into reading the piece, but it is designed to contain keywords that are relevant to the business.

Keywords correspond with words that you know your ideal customer will be typing into the Google search bar into order to find a product like yours. So, for example, if you sell online digital marketing courses, one of your longtail keywords (which is a phrase) will be online digital marketing courses. You will then use this phrase in as many content marketing pieces that you can – in a very natural fashion – so that Google sees that your site is popular for the term “online digital marketing courses”. This means that when someone searches for this term, your website will be on the first page of Google.

Write For People – And Not Just Google

One of the primary ways that Google looks at the popularity of a site is how many people click through to it. Thus, you need to have items on your site that are of interest to them and – most importantly – are well written.

As we said in the previous paragraph, you need to write your content marketing pieces with your keyword strategy in mind; however, this does not mean that you must keyword stuff your articles. This is strongly discouraged as Google penalises websites who do this. To use the digital marketing example again, this would be an example of keyword stuffing:

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A good rule of thumb to avoid keyword stuffing is to have your keyword appear in 2.5% in your article. This is what’s termed your keyword density. The higher your density score is, the more likely it is that you’ll be charged with keyword stuffing.

Content is definitely king because it’s a cost-effective and efficient method of marketing. It is also great because content lasts longer than any form of advertisement that you put out and you can also repurpose this content in various forms, so making the content that you’ve spent a lot of money creating last longer.