Content Marketing has become an integral part of a digital campaign, it’s one of those areas that companies know they should be engaging in. But where do you start? How do you know what type of content to produce, how do you get buy in from an already busy workforce and what on earth are you supposed to write about anyway?
The aim of content is to attract the right visitors to your website, engage with them and show them that you have the knowledge, products or services that can solve their problems. Content is about adding value to your audience, providing quality information that can help them in some way or provide relevant information that will help make decisions.
First we start with strategy…
What does great content strategy need to do?
First and foremost it’s got to be focused on your end goal. Churning out gallons of content without understanding it’s aim is a waste of time. You need to be following the following steps:
1. Create buyer personas so that you understand the people you are trying to reach
2. Find out the most frequently asked questions about your industry, products and services and write your content around this.
3. Understand the type and frequency at which your buyer personas absorb content best.
4. Formulate a plan of what you are going to produce and when
By creating your content with your potential customers in mind you help to attract the right visitors to your website and then keep them engaged with your company once they get there.
Optimizing your content
Whatever type of content you produce, it needs to be keyword friendly with great SEO to catch the attention of the search engines, and then it’s got to grab and keep the interest of your visitors. It must be informative enough so that all of your visitors questions are answered, it needs to be interesting enough to encourage your visitors to keep on reading and it needs to have calls to action to help convert more of your visitors to leads and then . . . . to sales.
By following SEO best practise we will ensure that your content is attractive not only to your potential customers, but to the search engines too. We always advise best practise when it comes to optimisation, as user experience has a large bearing on your overall search rankings.
Content management isn’t just about writing great text any more. You need all sorts of other variations to make your pages stand out from the crowd.
These are the most popular forms of content:
1. Existing website pages – your landing page is the single most important page on your website. Take a look at it from an outsider’s point of view. What does it say to you? Does it really say what you want it to say? Does it give the right impression of your company, your product, your service or your brand? Is it bright, interesting and informative? Does it load quickly or do you have to waste valuable seconds waiting (valuable seconds in which your visitors will go elsewhere)?
2. New website pages – with terrific content aimed at attracting leads and then converting them into sales.
3. Videos – one of the most efficient online marketing methods you can use these days. It doesn’t take a professional cinematographer to create a terrific video but it does require a little skill and know how . . . don’t worry, we’ve got that covered. Strategically planned and placed videos can make a huge difference to the success of your website and your business.
4. Images – a picture says a thousand words so what better way to inform your visitors about your products? The addition of good quality, clear images can help to increase sales no end. If you can add a “zoom in” feature to focus on the finer details it’s even better. Don’t worry; we’ve got that covered too.
5. Blogs – we can provide regular blog updates to keep your website current. Blogs provide the perfect way for you to build a connection with your visitors, let the personality of your business shine through and help to build a lasting relationship. If your clients feel like they know and trust you they’ll keep on coming back for more.
There are of course many more and each piece you create should be tailor made for your audience, so if they like to read technical information then a white paper may be useful. If they are interested in the main points and don’t want to read lots of text, then a video or slide share may be the way to go.
The key is understanding your potential customers and producing what they want to see, rather than what you want to say in a format that is attractive to them!
If you want to find out how we can help with content management for your business, then please get in touch today by completing the form to the right of this page.