In the past few years, content marketing has slowly converged with search engine optimization, and intelligent marketers recognize this trend. They are building marketing framework which is integrated and extends far beyond just the organic channel. Enterprising marketers are successfully optimizing content in paid search, email, and social media campaigns. The best marketing stacks are building campaigns which utilize search engine optimization across multiple channels.
Many venturing brands still have trouble making their content visible in organic listings. Organic listings on search engine results pages, or SERPs, can be challenging even today. One of the most significant issues is the congested bottleneck of all the material competing for consumer’s online attention.
Intelligent content framework is the best marketing stack to get to the top of SERPs. Packing search engine optimization and mobile-friendly best practices into the same content offers strong organic search success. The easily discoverable material is smart and should be optimized as it is born. That will keep it visible across multiple channels.
More and more enterprising brands are utilizing a marketing stack with smart content. That is laying the framework for multiple avenues of integration across channels. Content can be integrated and activated across numerous platforms intelligently.
The key to success on any marketing channel and across all platforms is identifying consumer intent. Instead of spoon-feeding top-heavy content to the end user, develop content as a direct response to consumer needs. Here are a few examples of material that tends to perform well in any direct-response campaign.
Smart Search Outperforms Paid Search
Paid searches and organic searches have historically occupied the same touch points on the SERPs. Organic objectives and performance was not highly regarded or considered in the development of campaigns and landing pages. Today search managers more closely examine their SEO counterparts in essential organic topics. Pay-per-click managers often bid on user questions derived from smart content and use them for paid search campaigns. Since these pages are built with their respective queries in mind, they perform well with call-to-action and content recommendations. They also usually outperform the traditional, paid search campaigns. It is not unusual for a company to see its average quality scores nearly double for smart content campaigns.
Smart Email Integration
Smart content topics work well with email marketing. When developing customer-based issues and integrating them into email marketing subject lines, the opening rates skyrocket. Some marketers leverage their smart content into the body of the email with well-tuned copy, intriguing imagery, and call-to-action buttons. Further reading suggestions work exceptionally well in this context to drive email clicks and website visits. Once you direct visitors to another site, it is easy to introduce compelling content developed through a cohesive content strategy.
Smart Extends To Social Media
Smart content, optimization and intelligent framework all extend to social media. The voice of the consumer is easy to leverage through those who engage and share on these social platforms. Smart content can quickly undergo social amplification which is the principle of the smart content framework.
The voice of the consumer is fueling the heart of smart content. The performance first approach is the core of content marketing. Smart content was born out of necessity. The drive to capture SERPs uncovered cross-channel benefits. Enterprising brands are reaping the rewards with consumer-driven smart content. The consistently engaging material is building trust and brand loyalty in new places.
Capturing consumer intent in the logic of a website reveals relevance and critical insights. When smart content understands the search and the descriptions within the search, then a brand’s content can match the consumer’s intent. The reward is more convertible traffic and higher revenues.