“Content Marketing” is a relatively new buzzword in the world of marketing, but it is actually as simple as it sounds.
Any information you add to your website or social media platforms is “content” and the “marketing” bit is how you promote that content.
On your website, content includes blogs, news articles, reviews and new product information.
On Facebook and other social media platforms, content refers to new posts which you use to promote your business and, hopefully, drive people to your website.
We’ll focus on website content as this is also the source of much of your social media posts.
What constitutes great content?
- An interesting and relevant subject
- Articles (blogs) that are informative and engaging
- Contains words and phrases linked to your business (including location where possible)
- Well-written with no spelling mistakes!
Great content interests and entertains people and makes them think well of your company – taking you one step closer to a sale.
Great content starts with a good, interesting subject – it must be relevant to potential customers.
Your aim is to answer questions regularly asked by your customers and match the queries people are typing into online search engines.
For example, if you are a domestic fencing company, you could write an article on “What’s the most secure type of fencing for my garden?” or “What’s the maximum height for a garden fence?”
It’s not just sell, sell, sell
Great content is not the same as great advertising.
Articles and blogs need to be informative, not just blatant adverts for your company as this turns people off.
The aim is to position you and your business as experts and to use your website content to start “conversations” with potential customers.
How often do I need to add new content to my website?
The more often you add new content, the more reasons you give potential customers to visit your site and the closer you get to that elusive sale.
In the real world, most of us don’t have time to write a new article or blog every day.
If you can add a blog or an article at least twice per month, this will keep propelling you into Google’s search parameters and increase your chances of moving up search result rankings.
Who can help me with content marketing?
A professional copywriter will be able to create interesting and engaging content for your website that can also be used in printed materials and as sales aids.
Contact a few copywriters in your area to see what they charge for creating professionally-written blogs and ask to see examples of their work and testimonials.
Build your content library
Start with two articles or blogs per month which you can promote on social media to drive people to your website.
It takes time to build a library of articles and a good online presence but always review your website visitor statistics – and hopefully sales figures – after each post to see the impact your new content is having.
If you can afford it, budget to test run your content marketing efforts for three months to show a realistic trend of your website visitor numbers and identify the number of new customers who came to you because of your growing online presence.
Brandabble is a small, friendly marketing company based in West Sussex.
We specialise in helping small to medium-sized business to punch above their weight with beautifully-designed websites, creative marketing ideas and professional copywriting that grabs attention.
If you’d like to hear how Brandabble can give your business the voice and look it needs to win new business, contact us today.
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