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CONTENT MARKETING – HOW TO GET YOUR DIGITAL CONTENT JUST RIGHT

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.

Connectivity: What’s The Cost to Rural Businesses?

Tap. Click. Check-In. Tag. Review. The issue of whether businesses should or should not have an online presence is no longer a debate: today it is a must. But just how much can the issue of rural connectivity affect us?

We’re incredibly lucky here at Source – we enjoy a quaint rural village location, but within easy access of cities and commuter routes to visit clients all around the country. Poor 4G signal and dodgy internet isn’t something we particularly suffer from (touch wood), but this is certainly not the case for many other rural businesses.

The issue of poor connectivity goes further than just the frustration to business owners as they run their operations, it also affects customers, guests and clients. These effects are twofold – firstly, in this day and age, it is a fact that visiting customers expect good levels of connectivity as standard. Even those who come to stay with rural hospitality businesses to ‘get away from it all’ to leave the beeps of incoming texts and void of social media behind for a while and get back to nature, still expect some level of coverage just in case they want to reconnect with the outside world – they want the option.

Social Media requirements

Secondly, online social media presence is a great asset to any rural business. When guests are staying or customers use your services, they have the ability to help build your brand with a like, positive review or comment. Whilst customers are enjoying themselves in the moment, they’re most likely to check-in to let their followers know what they’re up to or upload an Instagram story showcasing your business to a whole new audience.

Allowing guests to connect with your business and express themselves in real time is invaluable – although many can create a positive review and upload photos when they’re back home, opportunities could be missed as this task slips down customers’ to-do lists when ‘real life’ settles back in.

The cost of poor connectivity can have a huge impact on rural businesses – so let’s hope the issue becomes a higher Government priority!

 

 

 

My Time At The Source – What To Expect From Your Work Experience

During my first year of sixth form, it was expected that as a student you would find a week of work experience during the summer term. Initially, I was terrified at the mere thought of spending an entire week in such an alien environment, with complete strangers. Being a typical teenage boy, I had no idea what I wanted to do, let alone where or with whom.

After much thought, I came to the conclusion that to compliment my A-levels: English Language, Fine Art and History, I may want to consider a career in PR or marketing. Not to mention my natural fascination with social media – being a millennial and all.

So I began scouring the internet for an agency near to home that had an interesting mix of local and national clients, and came upon Source PR. The sleek and contemporary aesthetic of their website piqued my interest, and from looking at their clients, I was very impressed. I contacted Source and felt welcomed by their enthusiastic response for work experience.

On arrival, I was made to feel right at home, with everyone at Source being extremely friendly. More importantly, I was made to feel useful, and quickly set about different tasks that were carefully explained to me by the team. One fear I had about work experience was that I would spend my hours making cups of tea or watching someone else do their job. It was a relief that my time at The Source was as engaging and exciting as it was.

I juggled: blogs, media releases, and social media. All tasks were equally valuable, and from going into the week with little to no idea of the inner workings of a PR company, I have ended the week with a new understanding of just how important PR is. Everything today is about reputation and I now know how dependent companies are on PR to help shape their image. Working here I have developed my critical thinking as every tweet or blog is written with perception in mind. How will the client, their customers, and even potential customers perceive the discourse? What effect will this perception have on the company? This idea extends to even the most minute and seemingly insignificant forms of text. Each client has their own tone and representation that they seek to create.

Over the week, I got used to the office environment and felt like a member of the team. Source employees happily answered any questions I had. I would encourage anyone partaking in work experience to be outgoing and to ask lots of questions, as it will make your week much more valuable. Speaking as someone who usually keeps his questions to himself, it is well worth trying to pipe up every now and again… even if it is just from 9-5 each day.  I best thing was that I was even made comfortable putting forward some of my own ideas and opinions – most notably when suggesting campaign ideas or proofreading texts.

The level of feedback I had during my week was exceptional. I was well commended for anything that I did right and constructively steered in the right direction for everything that I perhaps didn’t do as well in. I gladly have taken any feedback into account and encourage anyone to do the same as it will help to further your skills and knowledge – no one expects you to be perfect!

Overall, I had a great time working at Source. Each day was made fresh and interesting and the relaxing environment of the office made me interested in a potential career in PR in the future. “PR not ER” was bounced around a few times and honestly, I think it perfectly captures what my time was like at Source. I thoroughly enjoyed myself and am thankful to Louis and the team for granting me the opportunity.

P.S I’d like to expend a special ‘thank you’ to Evie who was fantastic and really helped me during the week.

 

Alex is a 6th form student at West Kirby Grammar School

The Remarkable Evolution of Instagram

Since its inception in 2010, Instagram has been quietly picking up traction thanks to its attractive scroll of infinite new content – not to mention the rapidly improving photo quality on iPhones. From carefully staged selfies to artistically arranged flat lays, the platform has quickly established itself as the top social platform for engagement. Read more

Emojis – More Than Meets The 👁

The task of connecting with the Millenial market is getting harder and harder as young people become savvier about brand messages and stunts. But their love of emojis is showing no sign of slowing down – but proceed with caution: as the symbols have grown in variety, so have their meanings… Read more

Win or Lose – the Value of Awards

No matter what industry you’re in, we can guarantee that there will be awards which your business could enter. From restaurants, to recruitment, to agriculture – all sectors relish the chance to bring together the best of the best and recognise excellence. But there’s more value to entering awards than the winning itself. To win an industry award is, of course, incredible – but that’s not the be all and end all…

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