In my last blog I talked about some of the essential stats any marketing pro needs to consider before making decisions about a media buy. We discussed making sure a publication’s circulation is audited by an independent organization, evaluating list integrity, checking digital metrics like open rates and page views, and making sure you have access to the relevant results for your own campaigns. Today I want to talk about something equally important but less tangible: content.
We hear a lot about content these days; it’s become a bit of a buzzword. I’m sure you’ve heard “Content is King.” Companies large and small are told they need to have great content online for SEO purposes; employees are now “content creators.” Of course, in our business at AB Media and here at Wood Floor Business, content isn’t just an SEO necessity, it’s the core of what we do.
With more than 24 years of combined industry experience, our editors understand the type of content that has a direct impact on the daily lives of wood flooring professionals. Since the inception of the magazine, we have generated thousands of articles, and more than 7,700 of them can be found on our website. Not only is this high-quality, relevant content good for SEO purposes, it drives ongoing engagement and brand loyalty.
Why is this important to you? Your prospects engage with content that is meaningful to their daily lives. In an era of 24/7 connectivity, brands need to ensure their marketing initiatives are being seen where their audience is and when they are consuming content.
When looking at your options for advertising, there are simple questions to ask:
Content that provides a real value to readers creates a relationship and brand loyalty. This drives online traffic and social media engagement. But a website with very little content or connection to its visitors will receive limited pageviews, higher bounce rates, less engagement and few return visitors, limiting the exposure of any advertising on that site or publication. When evaluating your marketing spend, make sure audience engagement is at the top of your list. Without it, you might be advertising—in print or online—to an empty room.
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