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BizReport : Blogs & Content archives : July 06, 2010

Top 3 tips for marketing through content

In real estate it is location, location, location. For advertising, too. What many marketers haven't figured out is how to find the right location. The key, according to Gather's CEO and Founder Tom Gerace is to use content. The problem is that just any content won't do the job; in that case it is important for marketers to create their own content.

by Kristina Knight

Over the past few years a plethora of content websites including Gather have cropped up on the Internet. They allow anyone to create content about just about anything. Before you go out and snap up some seemingly simple content creation accounts, however, remember that you are marketing not just putting words on a page. Here are Tom's top three tips for marketing via content.

First, start with search. "There are about 15.9 billion searches run every month and a small percentage of customers looking for you and your competitors," said Gerace. "Figure out your market opportunity by understanding how many searches, keywords and keyword phrases are related to what you do."

Second, target the content you'll create. "Content needs to be targeted to areas that align directly with your brand; where sufficient demand for your content will make content marketing worthwhile."

Third, create the content. Utilize your marketing staff to create interesting content about a product or service. Don't just put your press releases into blog post form, instead use the keywords and phrases you discovered in Tip #1 and build content around those keywords and phrases so that consumers can find you more easily.

Tags: branded blog, branded content, content advertising, content marketing, Gather, online content, Tom Gerace

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