The current business environment is highly competitive, with business owners having a hard time trying to stay afloat. Businesses are having to think out of the box to maintain a competitive edge.
Brands around the world have embraced content marketing as an integral part of their marketing strategies.
It doesn’t matter whether you’re a mega brand or an SME. Every business needs a proper content marketing approach. Even small businesses can do content marketing on small budgets.
What is content marketing?
Content marketing is the use of content to influence buyer behavior. Content marketing uses blogs, videos and social media posts to create awareness of a brand, without directly promoting it.
Customers these days are likely to purchase from a brand that offers them helpful and meaningful information, rather than from a brand that only focuses on advertising its name and products.
The key is to provide relevant, high-quality content information to get customers to trust you.
Please note that when it comes to content marketing, just any content won’t do. The content has to offer value, must be educative and has to be the right fit.
What does an effective content marketing strategy entail?
- Draw up a clear set of set of content objectives
What do you wish to accomplish with the content that you plan to put up on your blog? Do you hope to bring in more traffic? Do you have a call to action? Do you need more subscribers to your email list?
What kind of topics do you wish to cover?
Carefully evaluate your business to see whether you will require to cover broad or narrow topics. The danger of going the narrow route is that you might run out of post ideas in a very short duration.
A key thing to note is that reader appetite for information is insatiable. A website visitor will leave your site in a split second if they can’t find the information that they need.
Readers are also very keen on fresh content. If your blog has cobwebs because you last posted years ago, a reader will quickly rush to a site where they can get new and updated content.
- Aligning your content with your brand
What category does your brand fall in?
Don’t just post content. Target your ideal customer. If you’re a construction company, do not post about what Trump did or did not do. Post about topics related to construction and building such as, “How to build a strong foundation” etc.
- Use keywords
Search engines like Google classify websites and blogs according to topics and keywords.
When a user needs to find information such as “What permits do I need for to start my construction?” for instance, Google will only bring forth posts on that topic.
You want your site to be among the first three or at least make it to the first page. Research has shown that users rarely scroll down past the first few websites or leave alone visiting the second page.
Keywords are an important determinant of how well or how poorly your site will rank. However, avoid keyword stuffing. Keyword stuffing is embedding a keyword too many times in your content.
The right way to incorporate a keyword is to embed it once or twice in your content. Stuffing can negatively affect your Search Engine Optimization (SEO).
- Choose a relevant site theme
How you present your package is important. Chose a theme that goes with your brand. For instance, if your corporate color is blue, look for one that represents your corporate colors.
If you’re in the business of selling ladies outfits, avoid a masculine theme. Look for a theme that is soft and gentle, to attract the right clientele.
If you need to display your products, use a theme that has a store, and so on.
In a nutshell, content marketing will work for you, if only you do it right. Stop listening to people that say content marketing does not work. They might have used the wrong strategies.
Content is a hot commodity, and don’t you forget it!