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<p class="MsoNormal" style="margin-bottom: .0001pt;"><span lang="EN-US">Off page SEO have substantially changed over recent years, with new tactics and approaches evolving over night. </span></p> <p class="MsoNormal" style="margin-bottom: .0001pt;"><span lang="EN-US">One of these developments, which seems to have taken the SEO world by storm, is referred to as ‘content marketing’. </span></p> <p class="MsoNormal" style="margin-bottom: .0001pt;"><span lang="EN-US">Content marketing, as defined by The Content Marketing Institute is</span><em><span style="color: #1d1d1d;">‘a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.’</span></em></p> <p class="MsoNormal" style="margin-bottom: .0001pt;"><span style="color: #1d1d1d; mso-ansi-language: EN-GB; mso-bidi-font-weight: bold;">Aside from ‘creating and distributing content’, I believe that this is very similar to how the Chartered Institute of Marketing define traditional marketing; ‘<em>Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’</em></span></p> <p class="MsoNormal" style="margin-bottom: .0001pt;"><span style="color: #1d1d1d; mso-ansi-language: EN-GB; mso-bidi-font-weight: bold;">Both definitions, aside from creating content, aim to identify the audience and/or consumer to drive profitability. It is therefore apparent that ‘content’ marketing is merely another term for what we also deem to be traditional marketing. <span style="mso-spacerun: yes;"> </span>With this in mind we are able to consider traditional marketing strategies and incorporate them into our off-page strategies.</span></p> <p class="MsoNormal" style="margin-bottom: .0001pt;"><span style="color: #1d1d1d; mso-ansi-language: EN-GB; mso-bidi-font-weight: bold;">In this series of posts, I aim to highlight the areas in which we are required to consider when evolving an off-page strategy. Here is a brief overview of how we should analyse the brand brand.</span></p> <strong><span style="font-size: 12pt;">Understanding the brand values, perceptions and audiences is crucial to be able to build an effective campaign.Understanding who the brand are; their core value, goals and objectives is key to a successful campaign. Alongside this, it is important to be able to understand how the brand currently operates within the market. </span></strong> <strong><span style="font-size: 12pt;">We therefore need to ask ourselves the following questions:</span></strong> <p class="MsoListParagraphCxSpFirst" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">Who are the brand?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">What are the customer perceptions?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">How would the brand like to be perceived?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">What is the brand personality?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">What are the brand aspirations?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">Where does the brand sit now?</span></p> <p class="MsoListParagraphCxSpMiddle" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">Where does the brand aspire to be?</span></p> <p class="MsoListParagraphCxSpLast" style="text-indent: -18.0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Symbol; mso-fareast-font-family: Symbol; mso-bidi-font-family: Symbol;" lang="EN-US"><span style="mso-list: Ignore;">·<span style="font: 7.0pt 'Times New Roman';">         </span></span></span><span lang="EN-US">What are the brands overall objectives?</span></p> <p class="MsoNormal"><span lang="EN-US">Once we are aware of these areas, we will be able to plan where we see the brand fitting amongst the online market as well as how our content, ideas and overall strategy should communicate with our audience. </span></p>

Off page SEO have substantially changed over recent years, with new tactics and approaches evolving over night. 

 

One of these developments, which seems to have taken the SEO world by storm, is referred to as ‘content marketing’.

 

 

Content marketing, as defined by The Content Marketing Institute is‘a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.’

Aside from ‘creating and distributing content’, I believe that this is very similar to how the Chartered Institute of Marketing define traditional marketing; ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’

 

Both definitions, aside from creating content, aim to identify the audience and/or consumer to drive profitability. It is therefore apparent that ‘content’ marketing is merely another term for what we also deem to be traditional marketing.  With this in mind we are able to consider traditional marketing strategies and incorporate them into our off-page strategies.

 

In this series of posts, I aim to highlight the areas in which we are required to consider when evolving an off-page strategy. Here is a brief overview of how we should analyse the brand brand.

Understanding the brand values, perceptions and audiences is crucial to be able to build an effective campaign.Understanding who the brand are; their core value, goals and objectives is key to a successful campaign.

Alongside this, it is important to be able to understand how the brand currently operates within the market. We therefore need to ask ourselves the following questions:

 

·         Who are the brand?

·         What are the customer perceptions?

·         How would the brand like to be perceived?

·         What is the brand personality?

·         What are the brand aspirations?

·         Where does the brand sit now?

·         Where does the brand aspire to be?

·         What are the brands overall objectives?

 

Once we are aware of these areas, we will be able to plan where we see the brand fitting amongst the online market as well as how our content, ideas and overall strategy should communicate with our audience.