Content has become quite the buzz term of late, making it all the more confusing for digital marketing novices. So, in the spirit of creating good content, we’re here to shed some light on where to begin and why you need to start content marketing ASAP.
Content marketing is designed to strengthen your brand by answering customer queries, stimulating interest, encouraging engagement and positioning your business as an authoritative source. If done well, content marketing can also improve Google rankings and generate additional leads.
A strong content marketing strategy must be well-planned and highly targeted in order to be effective. So what exactly is ‘content’? Content can encompass blogs, case studies, social media posts, email marketing and more, all of which have their own purpose and add their own value and can be utilised differently depending on your business model and goals.
If you haven’t yet hopped on board the blogging train, now’s the time. Not only is blogging a great way to answer any questions your current and potential customers may have, but it’s also an awesome way to boost your SEO strategy.
Blogs enable you to target longtail keyphrases, which means you’ll likely appear in more searches on Google, rank for more keyphrases and drive more traffic to your website.
Blogs also improve your SEO by strengthening your internal linking. While most people end up on your ‘money pages’ (these are the core product and services pages of your website), think of blogs almost like a backdoor.
For example, if you own a bakery in Melbourne, you may not appear in the top search results for the keyphrase ‘bakery Melbourne’ but, you may be well-known for your apple pies. This is a great way to hone in on your niche and pick up high-quality and relevant traffic.
So, if you write a blog about how customers can order your famous apple pies, you may appear in the top search results for queries such as ‘where to order custom apple pies in Melbourne’, ‘famous Melbourne apple pies’ or ‘made to order apple pie in Melbourne’, none of which you would get simply from targeting the keyword ‘bakery Melbourne’ on your home page.
Blogs act as a way to cast your net a bit further and wider and capture more leads by answering specific queries.
Blogs also assist in positioning your brand as an industry leader by staying abreast of trends and shifts. This builds consumer trust in your brand and is incredibly helpful in the consumer journey.
Not sure what to write about in your blogs? Blogging can include buying guides, tips and tricks, industry news, company updates, announcements, case studies and more!
Still not convinced on the value of blogs? Have a read of our blog on the benefits of SEO blogging.
Email marketing is another great tool to use when you start content marketing. In fact, a study from HubSpot found that 40% of B2B marketers consider email newsletters the most critical part of their content marketing strategy.
Furthermore, 99% of consumers check their email every day, and it is by far the preferred way to receive updates from brands. So, if you aren’t already email marketing, it’s time to tap into this goldmine.
With email marketing, you can:
- Create personalised content
- Collect feedback & reviews
- Conduct surveys
- Communicate news, important announcements, upcoming events etc
- Improve sales
- Generate traffic to your site
- Increasing leads
- Reach the right people at the right time
- Produce cost-effective campaigns
- Provide more value to your audience
- Own your media and contact lists
Social media is also a core to your content marketing strategy, so don’t underestimate the value of a consistent and well-curated social media profile as this demonstrates that you have a presence in the market, are responsive online and can give social media users a deeper insight into your business in a way that your website or monthly email newsletter can’t. See our 5-step guide to social media beginners for a more detailed overview.
Content marketing is not intended to be an aggressive tactic but rather a brand-building activity that adds value to your business over time. For this reason, it’s important to be patient. If you’re seeking more immediate results, Google Ads or paid social media advertising may be more suited to your needs.
Not sure how to start content marketing? Give our content marketing specialists a call today on 03 9042 0714.
80/20 Digital's Content & SEO Specialist, Abbey Faulkner is dedicated to staying on top of industry trends and putting her creativity to good use for her clients. She combines her expertise in media and writing to boost rankings, improve brand awareness, increase engagement and generate leads across clients' websites, email marketing and social media.