What is content marketing?
For those of you mind boggled by the term “content marketing” but hesitant to admit it for fear of societal rejection, fear not – you are in company. Content marketing is an overwhelmingly vague term that has become all the rage for successful businesses in 2017, but what does it actually mean?
According to the Content Marketing Institute, an online encyclopaedia for all things content marketing-related, the definition is as follows:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Having the definition doesn’t always provide a clearer understanding of the term though, does it? However, there are two keys words we should take from the above definition: valuable and relevant. If your content isn’t providing value to your consumer or isn’t relevant to your business, you won’t reap the rewards content marketing can earn you.
Another great way of understanding content marketing is by simply looking at examples. Below is a list of the most effective types of content marketing we work on with clients:
• Infographics
• Blog posts – e.g. ‘How-to’, lists,
• Articles/case studies
• Videos
• Images
• Testimonials
• Podcasts
• Email newsletters
Something many of you may be wondering by now is what the difference is between content marketing and traditional marketing strategies.
Unlike traditional marketing which is all about pushing your product or service in the customer’s face in the hope they bite, content marketing focuses on enticing the customer by offering them information they can relate to, and as a result, they become more aware of your business and its services.
Content marketing allows the consumer to feel in control of the information they are digesting rather than feeling like it’s being forced down their throats. And with a population that has the shortest attention span in recent history, it’s always more effective to entice your audience rather than force. If you don’t believe us, have a look at the following statistics published on marketing advice website, Smart Insights:
As well as being a reliable source of traffic to your site, content marketing goes hand in hand with SEO (Search Engine Optimisation), resulting in higher Google search rankings for your website. It’s a win-win, right?
Here at Zeus, we work with clients to deliver effective content marketing to an increasingly demanding online audience and in doing so, we improve your visibility to potential customers.
It’s safe to say 2017 will see an even bigger growth in businesses using content marketing strategies to their advantage, so we say hop on board the bandwagon now while it’s still rolling past!
Getting to Grips with Writing a Blog
For many Planet Zeus clients we write monthly blog posts, whether it is on something seasonal for example; Summer, Christmas, Valentine’s Day or regarding a recent event a client has held.
Keeping your website fresh with new content is important, especially when you’re looking to improve or maintain your position in search engine results. It is also a great talking point on social media and encourages traffic to your website.
We have put together some top tips on how to write a successful blog piece for your website:
- Understand Your Audience
Before you get started, it is vital you know your audience and think about what they would want to read. Having the right tone of voice is important, whether you want to be formal or chatty, it’s best to stick with your preferred tone for every post you write and upload. Of course there is a fine a line, don’t be too jokey as the reader may not take you seriously and being too formal your audience may find the content boring.
Once you find your balance, have confidence and stick with it.
- What’s your topic?
Picking the topic can be the easiest part, but coming up with a title for the topic can be a different story. Draft some ideas first and choose the preferred heading once you’ve written the piece. You never know, by the time you come to select one you may have thought of a better, catchier one.
- Getting Started
At this point, you’re probably chomping at the bit to get writing and get all your ideas down on paper in case you forget anything! But be sure to plan the structure of the blog post and have a captivating beginning, informative middle, and a logical ending - this way it will flow with ease and readers will come to an informative conclusion.
- Tidying up
Once you’re dotted the i’s and crossed the t’s, it’s time to have a good read through. Does it make sense? Is it punctually and grammatically correct? Is it concise?
You may need to edit parts of it, or even all of it, but this is vital and a great a way of ensuring the messages and information is accurate. Better still, ask a colleague to look over it and feedback any changes you may have missed.
- Dress it up
There is nothing less appealing than just plain text, after all a “picture says a thousand words”, so add in images whether it’s of a product relating to the blog piece, or from a recent event, it is important to add colour and make the page look eye catching!
- Last minute checks
Once you’ve uploaded it to the site, be sure to preview the post – make sure all text is the same font / colour / size, everything is formatted correctly and images are aligned perfectly.
Then you’re ready to hit upload!
We hope this helps but if you’d like to talk us about how we can take all the hard work away, call us on 01260 271429.