Content Marketing Services
What Actually Works?
If we create the right content at the right stage, we will start to see a return, right?
by danny ashton
The web is full of blog posts explaining how content marketing is going to change the world.
I'm going to bet that your experience to date has been anything but magical. You've published blog posts, infographics, and interactive tools... and got a dribble of traffic, maybe even the odd tweet.
I’m here to suggest that the promise of most “content marketing services” is out of whack with reality.
The premise of content marketing is to produce content aimed at a specific audience at each stage of the buying cycle, turning potential customers into advocates.
If you create the right content at the right stage, you will start to see a return, right?
Here’s the deal:
It's no longer as simple as produce content, get profit.
THE RISE OF CONTENT
Let’s talk about hype
Content marketing started increasing in popularity around 2013.
Coincidentally the interest in content marketing came at the same time that interest dropped in something called link building.
Anyone who works in SEO will not know this was no coincidence.
In 2013 Google rolled out their biggest algorithm changes, Panda and Penguin. Penguin was specifically created to stop manipulative link building practices that were so popular across the SEO industry.
So what did the SEO industry do?
Overnight link building services became content marketing services.
- SEO agencies became content marketing agencies
- "SEO" and "links" became dirty words.
In this rush to rebrand, we started to forget the fundamentals and jumped onto the content marketing hype wagon.
We started pumping out content like there was no tomorrow:
In a recent analysis of 1 million articles by Buzzsumo, they found that 50% of the articles got eight shares or less.
Buzzsumo also studied 750,1000 well-shared posts and found that over 50% of these had zero external links.
So how can you get a return from
While Google certainly targeted manipulative link building, links never stopped working.
Unlike many agencies in our space, NeoMam doesn't produce content at every stage of the buying cycle.
Why? Because we're not experts at it.
We are experts at producing relevant, quality content that attracts actual editorial coverage. This means a lot more than simply linking root domains.
WE MADE IT SIMPLE
At NeoMam, our content marketing
process is simple
Our content targets only the awareness stage of the buying cycle.
We focus on this particular stage because Google's algorithm is still heavily weighted in favour of quality links from authoritative domains.
How does this look in the real world?
8 Home Floor Plans From Cult TV Shows
130+ Referring Domains
Big Wins: HGTV, ArchDaily, Huffington Post, Gizmodo, Le Figaro, Digg, GQ, AMC, A.V. Club, Daily Mail, The Sun, Stern, PFSK
Five Apple Products Reimagined as Cars
99 Referring Domains
Big Wins: Motor1, CarScoops, The Sun, Daily Mail, FOX News Auto, Creative Bloq, GQ, WIRED, International Business Times, Cult of Mac
The Literal Translation of Places in Canada & the United States
56 Referring Domains
Big Wins: Business Insider, Lonely Planet News, The Huffington Post, Mental Floss, theCHIVE, Daily Hive, MTL Blog, SheKnows
MOST EFFICIENT WAY TO INCREASE ROI
Why focus content marketing on the
Right now this is the most efficient way to use content marketing services to achieve a return on investment.
In the future Google may care less about links, but that is certainly not the case today.
If you are looking to get the most from your content agency, you want to ensure their primary KPI is links. This is what supports ROI in the current market.
- Our pricing includes a guarantee of the number of features we expect to achieve, which supports the alignment of agency and client goals.
- If we don't hit the required number, we are happy to do another campaign for free as we have learnt something we didn’t know before.
- Not every campaign will be a success, but as an agency we carry our share of the risk.