Native advertising is currently the subject of much discussion between network and media professionals. Can contemporary news sites afford to ignore this sales and readership source? Or should they hold back because sponsored content can mislead readers and violate the Press Code?
Just imagine you have cut your thumb chopping onions. Having applied first aid, you then search the Internet for ways to promote wound healing. You visit a trusted health site, and after some time, you discover a post that not only gives a good account of how the healing process works but also lists the available remedies. You're very pleased and want to rush to the pharmacy to buy this top recommendation from the article. Just as you are about to close your browser, you spot the words "sponsored post.” Checking more closely, you see the article was written by the editorial staff of the multinational corporation that manufactures the recommended ointment.
Are you happy that an expert has given you a valuable tip? Or has this post suddenly left a bad taste?
Remember, content marketing is all about building relationships with consumers. Potential customers want content that answers their questions and meets their needs. To deliver what they’re looking for, you don’t just need top-quality content. You need to go where your customers are to publish that content.
You might think that it’s acceptable to post on your business website the product descriptions that your manufacturers or suppliers give you. The truth, however, is that you’ll almost surely boost your sales by describing every item on your site in a new and different way. In short, distinctive material is a key to successful content marketing.
Keywords are the lifeblood of both SEO and PPC advertising, and to successfully market your business, you’ll need to pick the right ones. Good keyword selection requires a little analysis, a little planning ahead and a lot of trials.
With mobile devices rapidly overtaking laptops and desktops as a means for potential customers to access the Internet, more and more content marketers are focusing on mobile content. Still, as the high bounce rate for mobile users shows, there are unique challenges involved in getting conversions out of that massive pool of traffic. You may get plenty of mobile users to visit your site, but as the average user only spends about five seconds on any given site, that’s not enough to get a sale.
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