Content MarketingConnecting you with new customers by producing relevant content and promoting it to your target audience.
In short, content marketing is the process of creating content (blog posts, articles, videos etc.) in order to generate interest in the products or services you offer. The content should not be too self-promotional. The aim to help your customers learn more and to try to solve their problems.
Campaigns range from a one-off piece of content, up to a prolonged strategy that spans over 12 months for a blog.
Why’s it important?
Content marketing is great for small businesses as it gives you a chance to show off your expertise whilst also promoting your business. By appearing in the search results again and again for keywords that help your customers, you’re building brand awareness.
In addition to this, it’s a great way to drive traffic to your website. This traffic can then be converted into paying customers.
Finally, if the content is promoted correctly, you’ll be gaining social shares and backlinks from other websites. The latter is one of the most important things to rank well in Google.
There are 4 clear stages to a good content marketing campaign:
Once the goals for the campaign have been established, it’s time to generate ideas. The key part here is research. In order to produce the best content, it’s important that we find out what resonates with your customers.
This can be keyword research – by the end we’ll have a list of keywords, terms and phrases showing you how your customers are talking about your products or services.
Industry research – we analyse the industry to see what content is performing well. From this we will know exactly who the key players are and what’s doing well.
From this, we’ll create a plan for the content we’re looking to produce. This may be an in-depth, 6-month document that outlines all of the content you need. Or, it may be a one of creative content piece to boost brand awareness. Either way, the plan will be unique to you and your business.
Armed with our detailed plan, the content will then be produced. This stage may involve developers developing content, writers writing blog posts, or designers designing infographics. Whatever form the content takes, we can help you create it.
The aim here is to make sure the content is shareable, user-friendly and appeals to your target audience.
Once the content has been created, it’s time to share it with your target market. If you have a well built asset, the most important part of content marketing is the promotion. We can’t stress this enough.
If you’re not placing your content in front of the right people, it won’t get shared. Simple as that. The main method for promoting content is via outreach. We love it so much we offer it as a standalone service.
Depending on your business’s goals, the aim here is to get as much coverage as possible amongst your target audience.
4. Review and Adjust
A campaign that doesn’t report on the results is a waste of money. It varies depending on what you’ve embarked on, but a summary of key metrics is the minimum. This will help you judge the effectiveness of a campaign. Even more so when it’s long-term – adjustments need to be made each month to ensure everything is on track.
Get in Touch
There we go – a rough outline of what a content marketing campaign should include. We have the capabilities to manage it all from start to finish. Taking care of everything from the research, to content creation, and also content promotion.
If you’re unsure of what you need, please get in touch and we can discuss what’s best for you.