SEO – Page 2 – Editorial PR

20/Nov/2017

Thought leadership is now considered to be an essential marketing activity by the world’s largest asset management enterprises. A new whitepaper published by BackBay Communications found nine out of ten asset managers are using a diverse mix of content mediums, platforms and strategies to reach, inform and engage with target audiences.

Entitled Feeding the Beast: Content marketing nearly ubiquitous among world’s largest asset managers, the study shines a light on the emphasis that leading corporations across the globe are now placing on creative content as they look to showcase their expertise within a specific sector using news, videos, infographics and in-depth articles.

The benefits of content marketing campaigns have been known for some time, but the latest study suggests thought leadership and the desire to inspire clients and customers with innovative ideas is now pervasive in modern business. A sizeable 88% of asset managers at the 200 largest asset firms are now integrating content into PR and communications programs.

In addition to the main takeaway that content marketing is now near ubiquitous, the study also noted that engaging written content with regular insights and video are the two most popular mediums currently employed. The majority also said they are publishing new content every week.

In terms of distributing this content, social media is now a primary platform — 95% have a presence on at least one social site, while 74% are juggling content commitments on four or more of these channels. BackBay Communications President and CEO Bill Haynes believes the digital content landscape has changed dramatically in recent years.

He said: “The results of this study show a considerable shift in the attitudes of asset managers globally as it relates to marketing and how they engage with key constituencies. The nearly universal embrace of content and social media not only demonstrates the evolving digital landscape and new willingness of asset managers to connect with audiences online, but also speaks to the role of thought leadership to connect with clients in an authentic way and develop trusted relationships and, ultimately, a strong brand.”

Another interesting takeaway is that the largest firms in terms of total value of market assets are producing twice as much content compared to smaller enterprises. They are also using the full repertoire of content types and mediums to achieve their goals and objectives. Overall, 57% of asset managers said they are utilising at least five different mediums.

BackBay Communications Head of Content Development Ken MacFadyen said the goal of the study was to determine the extent to which asset managers are utilising content while teasing out certain best practices for the year ahead. He added: “What became clear is that content, today, sits at the center of an integrated communications strategy. The very best use it to inform and teach, rather than promote. In these cases, thought leadership can serve as the basis for a meaningful dialogue with clients that both builds trust and underscores the firm’s value proposition.”

Annie

31/Oct/2016

Over the past few years, Search Engine Optimisation (SEO) has come under fire and it now has some negative connotations associated with it. However, when used correctly it is still an important part of the content marketing process, helping strategists to not only formulate their advertising plan, but also to put content in the right places. Therefore, it remains as important as ever for guiding more eyes towards digital publications.

The past decade has seen the internet explode with various strategies to harness the power of content to drive website visits, leads and sales. SEO is used across many of these. This is the process of utilising keywords within content to gain the attention of search engines. Despite many people now disregarding the importance of SEO because it has so often been used badly, it is still an important tool.

Firstly, SEO provides a good basis for forming a strong content strategy. This is because when developing a keyword plan, brands have to ask important questions, the answers to which can be used to create the right content for the intended target audience. For example, SEO requires a business to establish who its target audience is, and what the brand needs to deliver to those potential customers. What’s the best material to create and how can this be enhanced to generate more interest?

Utilising SEO in content marketing can also help brands build trust and authority within their niche. Incorporating quality keyword terms into articles ensures that content has an extended digital lifespan. Over the months and years, any brand can build up its backlist of content in a particular market, thereby increasing its authority on the subject matter. In time, this will also increase consumer trust, helping companies attain long-term success in their content marketing strategies.

Finally, by using SEO practices within content marketing, firms are challenging their competitors. Within any field, it’s likely that companies are all striving towards producing high-quality, evergreen content to attract consumers. By using SEO, strategists can help a brand become a recognised authority within its field, thus putting pressure on competitors. Some of the best content includes podcasts, How-To articles, guides and videos. By providing these on a regular basis, adding keywords and building a reputation for expertise, even small companies in niche markets can gain dominance over bigger rivals.

The negativity surrounding SEO is unlikely to disappear. When it’s used badly, it’s all too obvious, with promotional keywords and phrases appearing inappropriately; however, when it’s used correctly, those targeted terms should fit seamlessly into content and be difficult to pinpoint. As such, content strategists should not immediately disregard the use of SEO. When used as part of a carefully considered marketing plan it can help a campaign realise resounding success.

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Thought leadership essential for world’s largest asset managers

SEO is still vital in content marketing