In Content Marketing, All Roads Lead to Rome: Your Website is Your Capital City!

The adage, “All roads lead to Rome” dates back to the middle ages. The reason the term began is because the Roman Empire’s roadways all spread from its capital city outwards. Rome was the focal point for all trade. Applying the same adage in content marketing terms makes an awful lot of sense – your business should be reliant on your “Rome” for the vast majority of your trade. Your website should be your capital city!

Think about it. The roadways of Naples to the south, Bari to the east, and Milan and Verona to the north were all directly linked to Rome, as were the secondary roads in between. When you market through your content, think of your social media platforms, and other content marketing as your secondary cities that link to your capital city – your website. This will considerably simplify your content marketing strategies.

Roads of the Roman Empire


Your Secondary Cities: Social Media & Targeted Mailers

When you design relevant content for Twitter, LinkedIn, Instagram, Facebook and others, you supply targeted content for each of your social media platforms. You cannot, and don’t need to, reveal everything about your brand on each individual platform. Ancient Naples was a significant cultural centre but had very minor impact on trade involving other countries. Milan, on the other hand, was a religious centre but was basically culturally barren. Bari was the prime centre for the Roman Empire’s slave trade while Verona was just the opposite, a home to royalty. Each secondary city served its own purpose, just as different social media platforms and any targeted mailers should serve varying brand marketing purposes.


Your Harbour: Your Blog

The Roman Imperial harbour, Portus, was situated just south of Rome itself. It was the main trade avenue to the city from abroad. Consider your website’s blog as a separate, but closely linked, trade avenue to all of the information about your company. Your product or service information, your contact details and your online shop, if you have one, contained on your website, are your primary conversion drivers. Sharing suitable blog articles on social media platforms encourages potential visitors to click on your links and read your articles. Realise that your blog serves a far greater purpose than providing useful information to your audience. Its primary purpose is to introduce the above-mentioned important pages on your website to your visitors. Portus played the same role in Rome. It was a point of entry from where foreign merchants could access the city and trade with local sellers.

Portus, the Roman Empire’s Imperial Harbour


Trade Route: Social Media–>Blog–>Website

Consider this. Every secondary city in the Roman Empire delivered goods to the docks of Portus, the sea entry point in Rome. From there merchants could access the city and carry out their trading. By correctly marketing your blog content on social media (your secondary cities), you’ll encourage visitors to visit your blog (your Portus). From there they can enter your website (your Rome) with a view to potentially conducting trade.


Rome Wasn’t Built in a Day

This is another well-known historical adage concerning Rome. It is also relevant in a content marketing context. Take time on your website. Include content that is authentic, concise and necessary. Update regularly and keep your site interesting and user-friendly. Only once you’re happy with your website should you start marketing your content elsewhere.

Likewise, keep your social media platforms – the “roads” leading to your website – in a condition that will prompt your audience to navigate through them to your blog, and then to your website itself. Update your pages and profiles often, and market your brand distinctly with content that interests your social media visitors. In doing so, you’ll be encouraging them to follow the roads that lead to your capital city, your “Rome”, your website!

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