Organic marketing efforts have focused on producing content to generate brand attention for the past decade. At the beginning of this process, it didn’t matter what you wrote. As long as something was there, the search engines would find it.
That process evolved into the need to create targeted content with specific keywords. We then moved toward a value-based content marketing world where the goal was to answer whatever questions an Internet user might have about products or services.
Since many businesses provide similar services, the information from these efforts continued building upon itself. How often have you searched for something and found almost the exact content on multiple websites?
Topic contextualization is the next trend to consider for anyone considering digital marketing services. Here’s why journalism matters today for earned media.
When Jack Dorsey stepped down as the Chief Executive Officer of Twitter, that event probably impacted your business very little. Even though it was breaking news when it happened, most brands wouldn’t cover that story.
With topic contextualization, you’re taking current events and personalizing them within the scope of your brand and business. Did your company recently have its CEO, Executive Director, or Founder leave? You could draw a parallel to Dorsey’s departure, talk about the lessons your business learned, and have unique and relevant content to offer others.
Here are some ways you can produce content with your Internet marketing agency or representative to create similar results.
Comparisons are the best way to contextualize effectively. If facts stand in a vacuum, it becomes nearly impossible to understand them. The goal should be to personalize the current events to make the brand interaction feel customized and relevant. You could compare different industries and how the issue impacts them, how other communities react, or provide demographic-based information to generate compelling content.
When push comes to shove, people want to know how issues affect them, their families, and their communities. It’s easy to speak to a general audience because you can paint words with broad strokes. Localized content takes a national or international trend and talks about the impacts that could happen to each visitor where they currently live.
All stories have two sides. The truth tends to be somewhere in-between those dueling perspectives. Instead of trying to side with one group or the other, try to think about how your brand and business could fill in the missing gaps of the story under debate. When you can find a specific angle that relates to what you do while exploring the general issue, you’ll find an exciting hook that can lead to more clicks or transactions.
Today’s best Internet marketing agencies focus on value and creativity instead of expanding on the same thoughts that have been published for years. If you’re looking to make a bigger impact this year, reach out when you can make a moment so that we can chat about the possibilities for your business.
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