Integrated Marketing

Internet and Search Marketing

Search engine optimization (SEO) is a powerful tactic in a time where consumers, more than ever, love to buy but hate to be “sold” to. Times are changing and consumers are catching on to the sales process more and more. People are no longer accepting the traditional model of disingenuous sales pitches. Consumers care more about content and authenticity than ever before. The outright selling of products or services makes them uncomfortable. They want to feel like a company cares more about them than the sale they might make. SEO helps the process feel more like an organic happening upon than an outright advertisement. Content that was strategically created and worded gets ranked well in search engines that then allow consumers to find it organically. And since people are invested in authenticity, it means they won’t feel infringed upon by ads.

It’s important to show up on search engines. When people are curious about a thing, a product, or a business, they look it up on the internet. The way to get information has rapidly become a digital venture. If a business doesn’t show up on search engines, the chances of consumers finding out about them becomes slim. Because businesses know this and marketers know this, SEO has become a standard in the industry. However, the ways it’s done are diverse. Our school of thought is that SEO should flow seamlessly into your website. It should represent the brand message and should keep the consumers’ needs in mind.

In the same vein, the importance of good content has largely been accepted by business and consumer product companies, which is why we have a talented team of content planners and creators. The problems come because content alone does not create engagement or even lead to discovery during the customer journey. The creation and curation of content should be strategic as well as an earnest attempt to deliver information and entertainment. This includes tools like cultivating and researching keywords, creating relevant and engaging content, and analyzing the results of all these processes. Making sure that all this is in line with the brand and customer ideals is a main goal of the system.  Our SEO process includes a brand and customer-driven approach to:

Keyword Development

Researching and discovering both very specific and broad keywords related to your business and industry helps you gain insight into what to put into content and how to tag curated content. This helps ensure that you’re reaching the right audience and keeping them interested. This process should be ongoing and constantly improved upon as keywords change.

Website Optimization

Designing a website to ensure it ranks well in search engines by including the proper keywords, meta tags, and image tags is important. We make sure all the information is relevant and useful to both the user and the search engine.

Engaging and Rich Content

Creating and curating content that is informational, entertaining, and captivating for users is crucial because rankings are based on more than keywords and phrases. They are also based on the relevancy of the page to the search and how helpful it will be to the user.

Inbound Linking

Creating content like blogs, podcasts, newsletters, and video series to release by installment about issues, news, or developments in the industry is an important aspect. This brings consumers and stakeholders to you instead of forcing you to seek them out.

Analytics

This is the collection and analysis of web data which helps optimize web usage to yield the best and most fruitful results. These help a business track what is working for them and what possible things they can maybe retire and possibly what other things might work in the future.

Content marketing, powered by digital marketing platforms, has come of age in the last ten years and is widely recognized by marketers as a powerful opportunity to educate, entertain and build brands with consumers and other stakeholders. Due to that, it has also become a term tossed around so often it has desensitized some marketers to its meaning and confused others as to what is really involved in the process. It's an expansive topic, which is rooted in creating and using content specific to the industry of your business to create a brand authority and pass along knowledge to others. Content plays a particularly crucial role in search marketing, social media and email marketing.

Content marketing also has powerful variants such as Nurture Marketing and Inbound Marketing, which have been refined into very effective systems over the years.

The most successful content is the antithesis of advertising. Rather than function as a sales pitch, the process of developing content is often undertaken as an earnest effort to provide useful information or even entertainment to users. When it’s done with integrity, content marketing focuses on customer needs and building trust while providing useful information. In our approach, this is another facet of the user experience design.

In fact, content marketing is an integrative thread through Torque's strategy and creative services. It is central to how we plan and execute in the marketing ecosystem.

We start by creating content, such as product demos and FAQs. Then, we expand into working with the client to provide resources for solving problems and communicating points of view or ideas about the nature of activities related to the business, the industry as a whole, or the division of the industry in which the business operates.

Torque content marketing programs are designed to be presented in increments, such as email marketing campaigns or social media content resources. The digital content we make can be original from the company or it may be borrowed and curated/ shared from other named sources. Not only do our content programs provide information and entertainment value, they also often have an invite to opt-in to more useful or entertaining content in exchange for user information or other actions. They are also structured for building databases that can be used in CRM marketing programs, which is another variant of content marketing.

White papers and books are also marketing content, but often, writing these pieces bogs down key personnel, due to the time required. This is less efficient and less cost effective. Torque's content marketing process aims for more streamlined success with these techniques:

• Plan and manage content in regular sects, i.e., monthly email newsletter with seasonally / category relevant articles and resources

• Re-use content across multiple channels: trade shows, websites, social media, email and others

• Curate a base of other experts' knowledge and resources; to expand the knowledge base, usefulness, and brand authority

• Break big topics down into parts, produce and publish them as a series of informational postings such as YouTube videos, email newsletters, and blog posts