St. Louis Shout-out: Content Marketing
Saint Louis is a pretty remarkable city. We all know how its residents unabashedly love Cardinals baseball and consuming craft beer in ungodly quantities, but there’s more to The Lou than that. From budding Internet-savvy start-ups to the Fortune 1000 companies that have adopted new digital modus operandi, St. Louis is home to a myriad of brands doing incredible things in the WWW. We even joined the ranks of the fastest growing cities for tech jobs (according to Fortune). Watch your back, Seattle.
Local Showcase: Content Marketing
The inspiration for this post might have stemmed from the long-awaited spring weather, but Derek asked me to break from our clients and own brand agenda to recognize the solid work a couple local agencies are doing, specifically in content marketing. Atomicdust and Gorilla 76 stand out as two shops that excel at producing great work and sharing their achievements with the digital realm. No agency is an island; without the inspiration and support from these guys across town, we wouldn’t be where we are today. Even though our specialty is Search and PPC, rather than branding and design, we really appreciate learning from these brands’ published work and sharing methods. The truth is, digital marketing requires strategy from all angles in order to build a powerhouse domain, one that acts as an extension of your brand. And one that is available 24/7 to provide a solution for searchers online.
Why Does Content Marketing Matter?
Although many of us are bored with the constant cries to “create content!” there is an undeniable advantage given to brands that can pull it off smoothly. When the contents of a website, such as blog posts, resources, videos, or case studies, enhance the site’s value without trying to oversell the brand, the domain will much easier recruit and retain visitors. Rather than becoming a hub of self-promotion, an ideal website focuses on the needs or interests of its audience. Do you want real examples? Let’s do this.
1. Get Ranked
It’s pretty sweet how natural it can be to optimize your website for search engine efficiency. Google’s algorithm continues to reject manipulative, low-quality websites from its results pages, simultaneously rewarding legit sites for creating and sharing information that supports visitors’ searches. It makes complete sense; consistently publishing your brand’s work and insight is a solid way to communicate to The Goog that your site is a worthy destination for marketing solutions. Gorilla 76 is a team of guys that do an exceptional job of writing content for its targeted demographic. Take its piece, Web Marketing Guide for B2B Industrial Companies: this resource was crafted for a very particular audience with particular goals. It’s not going to rank for terms that receive super high search volume, but that’s perfectly fine because the B2B industrial companies that are in need of web marketing will find extreme value in the content on Gorilla 76’s site. I looked for keyword data on SEOmoz and discovered the targeted term to be highly competitive.
This was no surprise, as the powerhouse domains competing with our friends include wikipedia.com, marketingprofs.com, and forbes.com. Still, Gorilla 76 was able to score an impressive spot at the top of the second results page, ideal real estate for attracting CMOs of industry companies. Well done, dudes.
2. Entertain and Engage
Atomicdust impresses me with its ability to attract an audience. It says a lot about a brand when followers on Twitter and Facebook click links simply because the brand’s track record reassures the read will be worth their time. That’s sort of a complicated way of me saying if Atomicdust tweets about a recently dropped post, I’m more than likely going to check it out. I find the content interesting and valid; it’s really that simple. I’m particularly fond of Atomicdust’s ability to fuse its edgy culture and sleek design into the core messaging (e.g., photographing team members to showcase new content). It strengthens the brand’s unique vibe and initiates all sorts of friend crushes.
Atomicdust releases monthly wallpapers that correlate to the season or upcoming events. A quick summary and invitation to download the attached wallpapers round out the content. While this initiative may not directly result in signing a new client (who knows, though – that may very well have happened), its distilled purpose is much laxer: to highlight the team’s creativity, the team’s skills, and the desire to share both characteristics with its online community.
Finally, I dig the monthly events posts; by taking the time to consistently curate a list of the month’s creative events (as well as linking to corresponding external pages for more details), Atomicdust provides a really useful, appreciated service that sets it apart.
3. Share Some Secrets
A company blog is pretty useless if it doesn’t dish out tips and hints, either to educate it readers or reaffirm what they already know. Otherwise, think about it, the content would just be dancing around the problems without actually addressing how to fix them. As a brand, you can’t be afraid to explain a process or share your expertise; there will always be clients willing to pay you for services that are beyond their comfort zone and capabilities. Referring back to Gorilla 76’s content, the industrial-relevant web marketing guide is a seriously robust document that offers valuable tips for CMOs in all industries, really a though as mentioned, it’s smartly targeted for the construction biz. Throughout the guide, Gorilla 76 has sprinkled helpful visuals and resource links into the rich content, further validating the brand’s desire to share its know-how with an interested audience.
4. Show Success, Duh
Atomicdust is super great at promoting client work as well as the awards or recognition the brand receives. It’s inspiring to read about (or in the case below, view) the different companies with which this brand works, the thought process(es) that spur projects along, and the dazzling end results.
It’s worth noting that blogs fare best when the content type is varied. My favorite company blogs successfully balance education, culture, and proof of success. Any blog that is weighed down by just one of these three attributes will have a difficult time resonating. Too many education posts (sans culture and proof) will leave readers asking “Who are you? And why are we supposed to take your word for it?” Then again, an excess of posts that offer proof come across as self-promotional. Readers are definitely interested in hearing about the recent projects a brand has worked on, but if the string of posts only scream “look at what we did!” it might be difficult to connect with an overwhelmed audience. I (and everyone at Team Evolve) feel fortunate to have these other agencies to learn from, even though our day-to-day responsibilities are often radically different. Thanks for checking out our local showcase and thanks to Atomicdust and Gorilla 76 for being excellent influences. High fives all around.