Archive for August, 2013

Content-Marketing-Image-Credit-ADMA-Blog

Step 1

Write your content (or get someone to write it for you if you’re short on time or writing just isn’t your thing).  Make sure it’s written well, as poor copy can seriously damage your prospective customer’s perception of your brand. Which leads me seamlessly into a little plug.  If writing isn’t your forte, do think about outsourcing it.  Our team of experienced marketers can write killer copy for your brand for a lot less than you imagine.

 

Step 2

Make it great – your content that is.  By this I mean take care to ensure it is well written, engaging, informative and up-to-the-minute. The internet is awash with mediocre content and in order to win the attention and engagement of your target audience you need to do better. When it comes to content marketing, you need to bear in mind that you’re competing not just with brands with a similar offering to  yours but with everyone who is creating content that appeals to your target market.  I realise this can be make it  extremely daunting. Your content needs to be first rate….which leads me back to that plug!

 

Step 3

Vary the format of your content. A picture speaks a thousand words.  As does an infographic or a video. A well-chosen visual can enrich your content offering no-end. The key to success is to offer a well-rounded mix of different content themes and formats. Test these different content types and themes to see which work best for you.

 

Step 4

Create something new.  Or if that feels a bit too impossible in your field, at least make sure that your spin on the topic is fresh and adds value.

 

Step 5

Create a likeable and engaging voice for your brand. To be honest, getting this step right can often help you simultaneously conquer Step 4. It’s often not what you say, but how you say it that attracts followers, fans and other types of loyalty.

 

Step 6

Be consistent in providing frequent updates.  Once you commit to content marketing there’s no looking back.

 

Step 7

Create a content calendar.  No successful content marketing strategy is complete without an editorial calendar. An editorial calendar formalises your plan to regularly output quality content. This consistency is the key to SEO-friendly, effective content marketing. You want Google and your readers to anticipate your content – creating an editorial calendar, and adhering to it, means you never disappoint.

 

Step 8

Create viral-friendly content. Although I’m not convinced there is a bona-fide formula for creating viral content, there are definitely ways to improve your chances.

 

Step 9

Last but not least…Promote your content.  There is absolutely no point whatsoever in following all the previous steps to creating great content, if you don’t tell anyone about it. Social media is a great forum for this.  Social media and high quality content work hand in hand to increase engagement and drive traffic to your website, where you can then start to convert it into customers.

 

Step 10

Marvel at the increased engagement levels and sales that are the natural result of a successful content marketing strategy.  Not technically a step this one, but a ten-step guide feels much more aesthetically pleasing than a nine-step version…don’t you think?!

 

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The broad brush definition of Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. So the formats that immediately spring to mind are blog posts, website updates and email newsletters, right?

In my opinion, the essence of content marketing is far broader than this.  It’s a strategy, not a tactic, and should actually encompass every single communication that your company utters online, including job adverts, one-to-one emails and absolutely anything you write on social media sites and forums.

Content marketing is one of the best ways of engaging with audiences and potential customers online. It is useful for improving search rankings, increasing brand engagement, loyalty and visibility and for facilitating social sharing and interaction. If you are a consumer-facing company, it is imperative that you  are actively embracing content marketing.

People in-the-know have even gone as far as to say that content marketing is the new SEO.  A big claim, but one that makes sense.   Content is the undisputed king in 2013. High quality content targets relevant keywords, boosts social sharing and increases the number of indexed pages on your website, all of which aid your search ranking climb.

Significantly, the focus for content marketing is not on selling, but rather on communicating with customers and prospects.  So it’s really all about improving your communication strategy and making sure you are communicating with your target audience on the right platforms, with relevant information, using a tone of voice that endears you to them.

What I’ve said so far obviously applies to any consumer facing company. But if you’re a food or lifestyle company you’ve got a distinct edge on the content marketing front and I’ll tell you for why (Gavin & Stacey repeats on Gold, anyone?).

Chances are your product is way more aesthetically pleasing than the majority out there.  People love to drool over images of food or beautiful interiors.  There’s a reason TV is flooded with food porn (Masterchef, The Great British Bake Off, Nigella) and house porn (Grand Designs, anything with Sarah Beeney).

They (those in-the-know bods again) say a picture speaks a thousand words. So you are at a distinct advantage in having access to delicious images that your audience will want to see.  Of course, you don’t want to be just firing incessant pictures of your brand at them, but having this content in your locker gives you a natural foundation for your content marketing efforts.

So what are you waiting for?  If you’re not quite sure where or how to start then either give us a call or pop back next week when my blog will give you a step-by-step guide to Content Marketing.