So you understand the need for content. You know WHY big companies use content to market their business and keep their customers engaged. How do you go about deciding on a content marketing strategy to suit your company’s needs?
It is quite possible to become confused by the myriad of information available on this subject. To help here are some simple questions to help you decide.
1) What do I want to be known for? 2) What do my customers want? 3) What kind of content will they consume? 4) How can I create content that is interesting, consistent, original and likely to a) attract new customers and b) retain old ones? 5) Where should I publish my content? 6) How often should I publish? 7) What business results do I want from my content? 8) How do I know whether my content is working? Let us assume, for example, that you run a gardening firm that has progressed well and you’re looking to improve your visibility on-line through content marketing. If we address these 8 questions sample answers might be:-
1) What do I want to be known for? – Quality plants. Stylish landscaping. Promptness of service. Originality. Customer service. 2) What do my customers want? – All of the above plus assurance of professionalism,. Value for money. Peace of mind. 3) What kind of content will they consume? – Videos. Articles. Photography. 4) How can I create content that is interesting, consistent, original and likely to a) attract new customers and b) retain old ones? – By using personal knowledge. By researching trends and fashions. 5) Where should I publish my content? – A website? Blog? Social media? 6) How often should I publish? – Weekly? Bi-weekly? Daily. At which point do I risk over-saturation? 7) What business results do I want from my content? – More customers and MORE sales 8) How do I know whether my content is working? – By periodically checking traffic stats and sales since commencing content marketing.
It is not a panacea but if you apply these simple 8 questions you should be able to see a clear path towards a successful content marketing strategy.
This is the first in a series of posts regarding creating a more worthwhile and profitable website for your company.
What is your website for:
There are two main types of business websites. The first is a flat brochure style website, showcasing the best your organisation has to offer, it can include some testimonials and will have clear calls to action. The other is a site that engages visitors and generates leads. It attracts interest and offers solutions and advice to visitors initiating a relationship.
Your website is the hub of business communication and the home of all of your valuable content. It’s critical that the look, feel and tone of voice are reflective of all that your organisation stands for and the products/services you offer. The traffic driven to your site will have been directed from all areas so it is important to make sure your website has a strong and clear identity.
Although your website is about you and your business it needs to be written and designed from the customer’s point of view, so instead of writing about ‘what we do’ focus on ‘ here’s how we can help you’.
The content on your website, as well as that posted in social media or shared on others blogs is all integral to your brand. It is there fundamentally to engage and inspire. To endorse your expertise in a sector, to help build trust and to get customers inspired and enthused about you. Smart and cleverly produced content will encourage customers to talk about you and will ensure that you are front of mind when they are ready to make a purchasing decision.
A good website with well constructed editorial will pull in leads and convert them to sales.
The 3 main objectives of a content focused business website?
1. To attract potential customers and retain existing ones
2. To navigate them to the most relevant areas of the site, and
3. To engage prospects and start to build a relationship with them.
In the next post we will look at the key elements that make a smarter business website.
Although getting colour right is important, it’s key that the content is engaging, informative and encourages a reader to do something as a result of reading. A positive action can be anything from recommending a friend, clicking on a link to read more but, ultimately engaging with the product or service to purchase point.