Unfortunately too many clients still believe that because they’ve spent hefty amounts on a new website, all will be well and the new business will roll in. Unfortunately, it’s simply not the case as without quality, optimised and relevant content management – there’s a high chance a potentially fruitful website will wither on the vine.
The good news however is that a growing number of businesses are seeing the benefits of effective content marketing. Recent statistics show that as many as 91% of B2B and 86% of B2C marketers use content marketing to facilitate business growth.
Although content marketing has been with us for years now it remains an effective way to build brand trust and awareness as well as establish business credentials by simply offering highly relevant information to the right target audience.
However, like other digital marketing methods it has evolved considerably over the past decade, so here we’ve outlined a few pointers as to what works best:
- Achieve cut through and say something new, different and relevant. There are more than 2 billion blog posts listed every day, so make sure yours cuts through by being original and not ‘me too’. If you want to be a thought leader, say something new or challenge the status quo.
- Focus on content that you have the right to comment on – why are you experts and why should people listen to you? Don’t blag it if you don’t know what you’re talking about as that can back-fire, instead focus on an area that your business excels in.
- Use a quality digital communication agency to provide the right copy and content – if you’re not a writer, get some help so that you can focus on what you do best. Having a nose for a good or interesting story will also help.
- Work with partners, suppliers and friends.Building back links is a critically important element of SEO and this is a useful tactic to not only receive endorsement but build links.
- Think how best to share your content. Although building content and links on the page is useful for SEO, if you’ve got something interesting or unusual to say why not cascade through the right social media channels or via an electronic newsletter?
- Take a longer term view – organic content marketing won’t immediately knock you up the SEO rankings but be specific on key words and in time it will bear fruit.
- Evaluate and evolve. Has your content achieved any inbound links, has it been shared, have you maximised the opportunity through social media/newsletters, what’s the feedback / comments, can you place the piece editorially?
As with all digital marketing campaigns, it’s important to test, evaluate, improve and evolve. Remember to take a long-term view that’s measured against specific goals and objectives as this always delivers the best results.
If you’re looking for a reliable digital agency in Chester that uses modern content marketing strategies, contact us and let us show you what we can do.