Content Marketing Strategy Chicago

Any usage of media or written content, created to help promote your products or services is considered Content Marketing. Content Marketing improves brand awareness and bolsters the brand and domain's authority online, while signaling to Google signs of health. Blogs, white papers, and ebooks are all forms of Content Marketing as are videos, infographics, and rich media. Content marketing conveys valuable information in an interesting and engaging way, encouraging visitors to remain on your website and ultimately "convert".

Local Content Marketing for the Chicago Area

Content has a job to do. Once a visitor, interested in what you have to offer them, has found their way to your website, content convinces them to buy. It does this via a two-pronged approach: first, it engages your visitor's attention, generally with something that is both interesting and informative. Next, it establishes that your website is an authoritative presence in its industry; in other words, that you are who you say you are, and you know what you assert that you know. In a word, it builds trust, by making your online presence look reputable, well-informed, and high quality. This means that your content has to be reputable, well-informed, and of high quality. It also needs to be consistent, presenting your customers with added value every time they visit your website.

High Quality Content Marketing by Arcalea

Content does other things for you as well. It makes promises. Supposing a customer makes a modest purchase from your website, then they leave. They receive their purchase, and it works as expected. Their experience with your website has been satisfactory, but that isn't enough. You want it to be delightful. You want them to smile when they think back on making that purchase. Once you've got your customers doing that, they will return to you for their next purchase, instead of “window shopping” all over again. Online customers can travel from one “location” to another via the click of a link, or the typing of a few words; their loyalty can be fickle as a result. High quality content brings previous customers back through the promise of additional value – such as sale prices, special offers for prior customers, and the promise of additional instructions or tutorials.

Content Strategy

The management arm of any content marketing campaign, content strategy involves the creation and distribution of content which is specifically designed to go together. With everything being administered from the same marketers, your strategy avoids redundancy, overlap, and inconsistency.

Promoted Content

Promoted content is any content which has been specifically paid to gain audience's attention. Any form of payment for content placement is considered promoted in some way, including sponsored content. The marketing landscape is in continuous change, and many times our primary goal is organic reach. But organic is often a long-term strategy and often supported in the short term by paid advertisement and promoted content. 

Blog Posts

Blog posts offer you so much value. They offer you ample content by which to promote your brand through informative and authoritative posts, emphasizing your website's relevancy to your industry. They also work towards Web optimization, by providing additional ranking pages beyond the maximum total to which a search engine crawler normally pays attention.

Industry News

For many industries, their customers feel a certain amount of interest in how it all works – hence the ongoing fascination with transparency of operations. By providing industry-relevant news in up to the minute fashion, you will boost your website's authority – and work to keep your visitors interested and engaged.

Vertical Placement

Vertical placement is an advertising strategy that works to boost the amount of interest in your industry and brand, prior to drawing traffic to your site. It does this through cooperation between multiple agencies involved in a given industry's production and distribution networks, creating an overall ad campaign that is greater than the sum of its parts. 

White Papers

White papers are highly authoritative reports, which generally focus upon the state of affairs of a particular niche – within an entire industry – usually for the most recent calendar year for which detailed information is available. Where they are made available, white papers support significant relevance and authority, as well as driving customer conversion and retention.

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What is content, and how does it help me?

“Content” is the word that is used to describe the material on your website – from your corporate logo, to the subject headings at the beginning of each paragraph, to the infographic you've placed on your product pages describing how the items you sell are to be maintained. The word also applies to advanced multimedia, such as interactive videos and other displays – which invite the customer to get involved with the website. By encouraging a visitor to spend time on your site, and providing them with something of value in return for doing so, you make it more likely that they will become a customer – also, that they will return to your site, whenever they need to make another purchase.

How does specifically local content marketing help my Chicago business?

There are several ways in which locally based marketing helps to drive business to your doorstep, some of which are unique to an environment like Chicago – a large, tech-friendly city. Chicago, and its environs, boast a population of millions of people, and many of them are connected to the internet 24/7. The majority of these connections are made courtesy wireless devices, which use different mediums for pursuing users' search queries than the traditional search engines do. Locally based marketing targets these particular mediums. A mobile user's query will return locally based search results ahead of those which result from their query being put to standard internet search engines. These are the same locally based results that a PC or laptop user can see, located off to the side of their organic search results. By engaging with local Chicago audiences, you're taking advantage of optimal positioning. Standard marketing practices would have you competing for attention with companies based out of other locations, all over the world.

What is the difference between content marketing and search engine marketing?

Most of the strategies available to today's digital marketer are focused, not surprisingly, on driving traffic to your website. This is what search engine marketing does. It is very effective, but its influence largely ends once the user visits your website. It's when a user actually clicks the ad, types the address, or otherwise follows a path to your site that your content marketing strategy takes over. Content marketing works by presenting something useful to your visitor – a confirmation that yes, indeed, what they are looking for is actually available through your presence on the Web. It provides them with interesting information, which engages their attention. The more time somebody spends exploring your website, the more likely they are to buy from you – and not your competition.

What's a fair price for content; how much should I be charging?

Nothing. In order to function effectively in its designated role, content needs to be readily accessible and indexed by search engines – which it can't be, if it's hidden behind a purchase barrier. In addition, there's that designated role itself – to encourage people to pay you for your product. If your content costs money, you're going to need something else to encourage customers to buy it first, whereupon it's going to try to convince them to spend more money on that which your website actually exists to sell. This kind of arrangement seldom works, and it tends to drive prospective customers away more than it does retain them.