“My crown is called content,
a crown that seldom kings enjoy”
If you run any type of professional business today you’ll know that, in terms of marketing, the world has changed dramatically. Tried and tested activities for getting client attention just don’t work like they once did:
Advertising rarely gets enough response to justify the considerable costs.
Your telemarketing efforts often get stonewalled.
The specialist press you relied on for coverage has shrunk or even disappeared.
The website you invested time and effort in creating doesn’t generate the leads you crave (and it’s really hard to update too).
Even your trusted network isn’t delivering enough opportunities to keep you going anymore.
You are expert in what you do and know that there are clients out there who would really value your assistance. How on earth do you get their interest?
Valuable content will help you sell. It helps your ideal clients find you and makes it easier for them to buy from you. It’s an opportunity to position your company as the “go to” place to turn to when the time comes to buy.
"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."
7 TIPS TO PRODUCE GREAT CONTENT
Focus on creating strong headlines
Keep it short – Try and keep your title to a maximum of 70 characters.
Make sure your title is relevant to your content (seems obvious)
Write about the audience and engage with them
Choose words that resonate
Use short sentences for impact and clarity
Your content needs to show expertise
Improve your marketing
Register today for your free, no obligation, Content Strategy session.
WHAT EXACTLY IS CONTENT MARKETING?
Content marketing’s purpose is to attract and retain customers by creating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
Social media marketing: Content marketing strategy comes before your social media strategy.
SEO: Search engines reward businesses that publish quality, consistent content.
PR: Successful PR strategies address issues readers care about, not their business.
PPC: For PPC to work, you need great content behind it.
Inbound marketing: Content is key to driving inbound traffic and leads.
Content strategy: Content strategy is part of most content marketing strategies.
WHAT IS GREAT CONTENT?
Well, quite simply, great content is content that goes that extra mile – for example; basic content may get read, good content may great read and shared, but great content will get read, shared and talked about.
If you read a sentence and get to the end and think ‘so what?’ then you need to re-think it. Because, chances are your audience will be thinking exactly the same. Take time to think about exactly who your target audience is. Write sentences that talk directly to them, engage them with emotive questions and use language that will interest them.
Write about the audience and engage with them – With any content you create, your intended audience should be your primary focus from start to finish. Why? Because, ultimately, your audience are the ones that will actually define whether or not your content is great or not – and they’re the ones who will go on to share, comment and recommend you to others. So, it’s vital that you please them.
Marketing is impossible without great content.