What is content marketing?
Content marketing is a method to reach out to your customers by using material such as videos, social media posts, blog posts, articles and content on the pages of a website. Content marketing typically uses certain methods so that it appeals to both the target market and to the search engines. This includes the use of keywords, interesting headlines and eye-catching graphics for example. You can see content marketing campaigns across social media channels and websites.
Why does it help your business?
Content marketing reaches out to your target market and pulls them in. This enables you to sell what you need. This doesn’t have to be a physical product, it could be a service, or simply that you want traffic to your website. Content marketing effectively drives traffic in the direction you want it to.
What strategies can you take?
There are arguments for both quality and quantity. It is usually better to find what’s best for your business. A high quantity of content will drive a lot of traffic to your website, but the issue is usually that the traffic is very general and therefore conversion is very difficult. For example, you have a hairdressing blog targeted at twenty to thirty-year-old females and you receive 500 visitors both male and female, all ages, all interests. How many of these will stay on the website to read the content? If they leave immediately this also increases your bounce back rate and Google doesn’t like this. It could, therefore, harm your Google ranking. You can check your analytics account to view statistics such as bounce back rate.
If you look at posting quality content marketing posts and you specifically target twenty to thirty-year-old females, who have an interest in hair and beauty, even if the content only receives 100 visits, the conversion rate will be much better and drive genuine engagement. Quality content is genuine, informative and interesting to the target reader.
With the recent algorithm changes across social media, it is clear that genuine content, with plenty of authentic engagement, is the way to ensure posts stand the test of the changes.
There has to be a happy medium between quality and quantity. The content needs to be interesting enough to attract an audience, but infrequent posting will not attract the traffic to grow a business.
How can you produce quality content?
You need to be producing original and interesting content with correct keyword placement. The use of graphics will help. There are free programs that can help with this.
If this is something you neither have the time or ability to do there are people who can help. You may wish to use a content writer. This is actually my job other than running this blog. Content writers will provide content for blogs, articles, and websites with the aim of driving an audience to you by using words. You can chat with me about this by visiting my website – Lancashire Freelancer.
You could use a graphic designer to help with preparing images and logos. This is their speciality. They know how to use pictures and graphics in a certain way to push the audience to you.
You could also use the services of a search marketing specialist such as The Search Marketing Shop. This type of business can assist you by looking at your overall approach and pulling the whole content marketing strategy together.
Longevity of content marketing
It is accepted that it can take time for content marketing to work it’s magic. Time and consistency. It is worth considering your content marketing strategy now as a solid base for a business that will last years. For example, it can take time to rank in Google. Google takes statistics over months to decide if you are worthy of a spot on the front page of the search results. It’s not something you can necessarily implement today and see results immediately. It’s therefore worth taking the time and investing now.
That said social media is very instant and you may get rapid results, this is great, but don’t neglect your blog and website in favour of social media as the results come fast, but go fast. With the right content on your blog and website it’s slow and steady meaning it might take longer to get results, but when they come, they keep coming and keep gradually increasing. This can reduce pressure for finding the next big angle on a weekly basis on social media.
Again consider both social media content and blog and website content for a complete approach.
What positive results have content marketing strategies brought you? Please comment below or contact me to tell me what worked, what didn’t work and if you’d like any advice!