Internet marketing strategy for brand publishers
With Google starting to pull SEOs in line (by closing SEO loopholes), businesses looking to market online are going to need to improve the quality of their content.
High quality content that can cut through the background noise to reach and engage with customers is going to be at a premium in 2013 and beyond.
Brand publishers need to either improve their in-house writing and content skills, and find other, more creative ways to improve their content.
With high quality content ranking better and better in SERPs (Search Engine Results Pages) as poor quality content is penalized by Panda and Google, the race is on to snap up great writers and other producers of quality online media.
This article looks at a great Internet marketing strategy that brand publishers can use in order to ensure that their content will generate buzz, engagement, influence, authority, and most importantly, Web traffic from organic search.
Online content strategy for brand publishers
Any type of content publisher, from bloggers all the way through to multinational media conglomerates, need to be able to create a continuous flow of great content that is tailored to their audience.
But coming up with consistently great content is not always easy.
Editorial calendars and publishing schedules can help, but fundamentally, in order to stay fresh, content publishers have to be creative.
One of the best ways to be creative is to seek out other great content and learn from it. Use other great content to inspire your own work.
Often, good content is targeted at a specific audience, but the hook that makes it good can probably be applied elsewhere, to appeal to your own audience and niche.
Creative content ideas are there to be adapted, changed, twisted, morphed and turned into something great for own brand, blog or business.
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Example: how to adapt great content from YouTube
YouTube is a practically infinite resource for creative ideas for brand publishers.
While much of the content on YouTube is not really suitable for professional organizations in its raw form, it can be rich creative picking grounds - a nursery for new content.
Check out this great video entitled Two dogs dining:
It's funny. It's something new. And, it has social equity, in the sense that it has racked up tens of millions of views.
As an Internet marketer or content publisher for a big brand there are countless ways to adapt and build on this basic idea, and make it your own.
Here are a couple of quick ideas I noted at first glance:
- Dog food ad: Two dogs sitting at a table. One has [xxxxxx] brand dog food, the other an elaborate gourmet meal. Gourmet meal dog points and distracts the other, then swaps the dishes so that he can have [xxxxxx] brand dog food.
- Hot sauce ad: Two dogs sitting at a table, politely refusing to eat whatever is put in front of them, until [xxxxxx] brand hot sauce is added.
I'm sure you can come up with plenty of great adaptations too. Share your ideas in the comments below, and I'll include the best ones in the post.
The point of all this is not to steal copyrighted material. But rather to be constantly on the lookout for great content. Then adapt it, or use it to inspire new ideas for your own content.
While this particular example involves video content, the same principles can apply to any type of content - including blogs and other written materials.
With the highest quality content set to become a precious commodity, brand publishers simply can't afford to stagnate. That's why I think this marketing strategy of "look, listen, learn, adapt" is a great way to keep your content fresh and innovative.
What other strategies does your marketing department use to consistently generate brilliant content?
Share your brand publishing tips and ideas in the comments.
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