By Vicke Cheung
Historically, when digital marketing agencies venture into content creation, it’s with the hope of increasing the number, or strength, of backlinks. This post however, aims to challenge you to think more broadly about the value of your content.
We, as digital agencies, are not traditional advertisers. Yet global ad agencies are increasingly edging into our field of play, for example, producing integrated campaigns with far-reaching social effects. There is clearly a demand and need for this type of work. But on top of this, it may well be time to use your content for more than just a link-generator anyway. At SearchLove San Diego this year, Tom Capper presented a balanced argument for why it’s possible that links are becoming increasingly unrepresentative of how Google choose to rank your pages. One of the key takeaways is that in order to continue getting in front of our audience, we will probably have to start winning at brand awareness and perception. So, how can we do this with creative content?
1. Learn how to differentiate between content for link-building vs. content for brand-building
Typically speaking with link-driven campaigns, it doesn’t matter whether or not the people engaging with a piece of content remember the brand behind it. At the end of the day, it’s down to whether or not publications decide to cover and link to it. And actually, this oftens means downplaying the brand presence, so as not to deter coverage. For example, this can mean hosting a piece on its own page without company headers and footers, keeping the client logo small and unobtrusive, and generally not having to adhere to their usual brand guidelines. Because of this, it also means that the theme of the content can be quite tangential to the brand. For example, for Magic Freebies, we created an online ‘Spot the Christmas Movies‘ quiz. This piece bears little direct connection with their brand and offering – a site which compiles free samples and free competitions – however we judged that it was something which would peak the interest of their target audience and publications. I would consider this as content for link-building.
Pieces for brand-building on the other hand require a much stronger connection between the content and the brand in question. However, unlike traditional advertising, this is not necessarily about parading a product or service in front of your audience. For example, with Rasmussen College – a private college in the US – our work for them was not about directly selling their courses, instead the strategy was to create pieces, e.g. “The Healthcare Career Matchmaker” shown below, which would help them become an authority in the career and education sector. The content aimed to be engaging and highly relevant, and therefore brand-focussed. If you go and explore the wider Rasmussen site, you’ll even notice that it sits within their usual site framework and the colours and …read more
Read more here:: distilled.net