Content marketing is not only necessary, it is crucial. But, what is content marketing and why is it so important?
There are many names for content marketing. Some of them are corporate publishing, branded media, customer publishing, etc. The best name however, is content marketing.
Content marketing is a marketing technique. It involves creating and distributing (relevant and valuable) content to a clearly defined and understood target audience. Your objective with content marketing is gain loyal customers.
Unfortunately, there are some businesses that have not yet learned the art of effective content marketing. Here are some techniques that can help.
Have you developed a content marketing mission statement?
You need to have a clear vision for why you are developing your content. Before you start, you need to know where you want to go. While developing your content marketing strategy, remember that content marketing is about what you stand for.
Get some interviews
One of the best ways to get fresh, new content is by doing interviews. There are some people who would be very willing to give you some information, relevant to your niche. You can add these interviews on your website, blog, etc., for your audience to see.
Get your employees involved
Instead of you always having to worry about how to get the next best content, start picking the brains of your employees. They deal with customers daily, they know what the customer wants and by now, they know how to get the customer what they want.
Do not leave customer questions unanswered!
The whole point of content marketing is to gain loyal customers by giving them information that they can trust and rely on. However, if the customer can not trust and rely on you to answer their questions, they will not trust your content either.
Be a source of information
If you have not been committed to being the leading provider of information to your customers, start now. This should be your number one priority. When a customer wants to make a buying decision, you should be able to give the sufficient, helpful information needed.
This involves working with non-competitive partners to create compelling content for similar customers. Brand companies are finding it more and difficult to continually produce thought-provoking content, so they are teaming up with other brands in the same industry. This is not a bad idea if you are that position.
Produce helpful content
Take a look a good look at your content: Is it helpful to your audience? Does it improve their lives somehow? Can audiences learn something new from it? Answer these questions truthfully, and make adjustments. Your audience should feel like you have their best interests at heart.
Distribute content effectively
You need to put your content where the target audience will likely see it. Most companies are using social media to share their content, and that is great. They reach a large audience. If your audience is more sophisticated, sponsorships are a great way to share content.
Blogging is one of the best ways to receive leads, because it is where all your content resides. The best idea is to integrate your blog in your website. Another good idea is to blog more often. Take some time out, twice a week if possible, to blog.
Search Engine Optimization(SEO)
It is no use having great content when no one ever sees it. Learn some basics when it comes to SEO; for example, keywords and backlinks, and how this can drive traffic to your website. You do not need to be an expert, just get involved.
“In most cases, creating a fresh reputation online isn’t very difficult…you just have to know what you are doing and use the proper tools” – Walter Halicki
When you have the right tools, you can make a success of anything. Sometimes it is more of a struggle to find the right tools than it is to actually use those tools.
The internet is a tool any business person can use. Fortunately there are also tools you can use to make the best of the internet. Hopefully the techniques mentioned above are some good tools for you and your business.
Shireen Louw is a copywriter and professional Cape Town based wedding photographer. Check out her latest Zorgvliet Wedding Photography on her blog.