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Content marketing should really be viewed as a two-step process: first is the creation of the content and second is the promotion, or marketing, of that content. Of course, how content will be marketed may determine how it\u2019s written\/produced, etc. The content itself is nothing without the promotion and vice versa.<\/p>\n
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In an article titled \u201cContent Marketing Without Marketing Is Just Content\u201d, author Jon Ball said:<\/p>\n
Content marketing without the actual act of marketing is just creating content \u2013 it\u2019s simply contributing more noise to the Web.<\/em><\/p>\n The tremendous amount of content being created has led to a sense of content fatigue for users, and if you are not actively and strategically marketing your content, you won\u2019t reach your target audience.<\/em><\/p>\n As its name suggests, content marketing consists of two activities: creating content, and then marketing that content to your audience. Without the marketing portion you\u2019re just producing content that will be buried online. Content exists to serve a purpose, and it is useless if nobody ever sees it.<\/em><\/p>\n So how should you be marketing your content? It\u2019s necessary to consider your audience, goals, and budget but here are some worthwhile options:<\/p>\n SEO<\/strong> PPC<\/strong>
\nForget that \u201cSEO is dead\u201d nonsense. SEO is an essential component of content marketing if you want your content to appear in organic search results. The fact remains; if keywords and keyword phrases that people are using to search are included in your content, it will deliver organic traffic over time.<\/p>\n
\nPPC advertising may not be appropriate for every blog post or article you publish, but if you\u2019ve produced a really great guide or whitepaper, it may be worth investing some advertising dollars to put behind it.<\/p>\n