In an online world where we’re bombarded with adverts, content marketing is the soft-sell approach to sales. It works because you exchange quality information for interest in your business. The trick though, is that it has to be either credible information or at least a good read. Both will foster a favourable attitude towards your company from a potential customer. In addition, good content not only encourages customers to your website, it also improves search engine ranking.
Cheese soon goes off
Beware of producing obviously contrived content. It doesn’t work. Folks soon smell a rat and will click away in an instant. The content has to have value. In other words, constantly referencing your product or service throughout the piece or providing very little real information will not keep a potential customer engaged.
Who can use Content Marketing?
Any business can find value with a content marketing strategy. In its simplest form, this might be a regular blog post on your website. These would be about industry specific issues or advances, innovative ideas or changes directly affecting your company. If these are combined with SEO, search ranking will be improved. Beyond this, a good strategy should include other platforms.
Popular Content Marketing Platforms
- Social media
- Email newsletters
- Downloadable white papers
- Mobile Apps
A Content Marketing Strategy needs Objectives
This is key. Firstly, you must decide on your desired outcomes. Secondly, think about the kind of content or story that will persuade people to engage and move towards your objective. Lastly, decide which platforms will give you the best exposure? During the campaign, keep in mind that it’s important to keep Google fed with fresh content on a regular basis. Google rewards this with higher rankings. And it enjoys substantial content too.
So, substantial, industry relevant high-quality content produced at frequent intervals will form the basis of a good content marketing strategy.