While content writing is considered an art, content marketing is the science behind it. It is the planning, executing, and sharing of content that uses words and images to stimulate interest in a product or service before it is associated with the brand. Content marketing engages with audiences in ways that traditional marketing tactics do not, providing useful information that drives trust and, directly or indirectly, selling the product. In this blog, we will discuss the creation and different types of content, how SEO fits into the content marketing process, content distribution, and, specifically, how to utilize content marketing in the automotive industry.
Creation and Types of Content
The content creation process starts with research. It’s important to study your audience to figure out who they are and what they need. Identifying needs and pain points can help you decide what content to create. Content marketing exists in various mediums, from the brand website to social media channels. A content marketing team should focus on creating effective and engaging content, including:
- Product research landing pages: stuffed with informative content and effective call-to-actions (CTAs).
- Value proposition campaigns: landing pages and social media content.
- Blogs: featuring news, tips & tricks, and other engaging content.
- Social media posts: including CTAs and links to website content.
- Videos: paid influencer marketing and creating awareness for value propositions.
Creating content starts with an idea. The planning process may take some time, but the research process will take longer. Whether you are writing a landing page, creating a social post, or drafting a script for an influencer marketing campaign, you must consider the audience first and foremost. Write something they want to hear, but make sure it’s true! When building out your content, put yourself in the shoes of your audience and optimize your content for the best possible user experience. Don’t forget to include CTAs, because it’s easy to call your audience to action once you gain their trust!
Content and SEO
There is one factor in creating website content that does not apply directly to social media content – search engine optimization. When creating a landing page or blog, you must consider the search engine in addition to the audience. Keyword research is necessary, along with backend optimization strategies during the page-building process. In addition to our front-end landing pages and blogs, SEO-driven content can include the following:
- Homepage footers with location-based SEO.
- Short content on the bottom of inventory search result pages with page-specific keywords.
- Location-based landing pages.
- Backend product landing pages with 1-2 specific focus keywords
Each SEO value-adding page should have a 1-2% keyword density. That’s one keyword for every 100 words, or two if you go over 100!
Content distribution is as important to a content marketing strategy as the content itself. While SEO is one effective way to distribute content, it is worthwhile to explore additional channels. New and engaging content should be shared via the brand’s social media and through email marketing campaigns. Encourage your audience to visit your landing pages, and make sure you let them know WHY and WHAT is waiting for them. Utilize these channels to gain the trust of your audience, so they feel comfortable clicking the links you place in front of them.
How & Why We Use Content Marketing
Content marketing is one of the most effective ways to expand your business. According to the Content Marketing Institute, “Content marketing generates over three times as many leads as outbound marketing and costs 62% less.” The alternative is a strategy those in the marketing world refer to as “product pushing.” This includes ads served to potential customers whether they are interested in seeing them. While this seems like the popular form of marketing, audiences do not respond as well to “product pushing,” because it is intrusive, rather than engaging. Content marketing gives the audience the option to engage while also providing information that sells the product or service.
Content marketing kicks up conversions, especially when executed in a blog format. CMI reported that small businesses that utilize blogs generate 126% more lead growth, and the study showed that 61% of U.S. online consumers purchased after reading recommendations from a blog. Why is this method so effective? Because content marketing builds trust in a way that traditional marketing channels cannot.
Content Marketing in the Automotive Industry
iFrog Marketing Solutions was Born in a Dealership®, and a large portion of our client base consists of automotive groups and standalone dealerships. Here’s why content marketing is particularly important for automotive marketing – virtually everyone needs a car. In this industry, it is less about selling the product and more about selling the dealership. We create model research landing pages so audiences know they can find all the information they need within our clients’ websites. We blog, so audiences believe our clients are the top news source for their favorite automotive brand. We promote value propositions, so audiences are aware of all the ways shopping at our clients’ dealerships can benefit them.
By building trust and credibility with the audience, your brand will receive more leads and conversions in the long run. It may take time, effort, and patience, but it is well worth the outcome if executed effectively.
Begin Your Content Marketing Strategy
Any brand can plan and execute its own marketing strategy, but with the help of the experts at iFrog Marketing Solutions, you don’t have to! We’ll examine your current marketing strategy and identify ways to engage with your audience. From the planning stage to the distribution of your content, our team is committed to crafting compelling content that will help your brand receive more leads and conversions over time. Contact us today to get started with your own custom content marketing strategy!