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.