Content marketing involves sharing videos, blogs/articles and posts online on topics related to your business.
82% of marketers actively invest in content marketing in 2021 (HubSpot). Up from 70% the previous year.
It’s not about driving sales directly.
Focus should be on building your presence and reputation online and generating interest in your company and products.
We recommend you:
- Analyse your audience
- Develop a content strategy
- Plan with a content calendar
- Produce your content
- Promote it via the stages of the buyer journey
- Measure performance
When performing content marketing, you could consider:
A content audit is a great way to review:
- Your owned assets
- Earned assets
- Paid assets
It will help to find any gaps in your content so that you can adjust your process to better serve your target audience.
Grow your content and digital strategy so that your business can provide the material your audiences need.
Content audits should gather, categorise, and analyse your content across all mediums.
Create a report with actionable items based on your overall goals.
Your content strategy is an ongoing process.
It’s a process that utilises content to achieve your business goals.
Your strategy should:
- Define your audience
- Define your assets
- Establish which channels you will use
Your content strategy should introduce a content framework to define:
- Who will you be creating it for
- What content will you be creating
- Where will it apply to the buyer journey
- Why will you be creating it
- When will you distribute it
Blog Content Creation
Blog posts are a great way to increase brand awareness and drive organic traffic to your website.
They should incorporate SEO best practices to maximise the inbound marketing efforts of your business.
Blog content creation should ensure your topics, titles, keywords and formatting engage your target audience, support your marketing strategy and business goals.
Your goal is to produce valuable and engaging content that is optimised for search engines.
Infographics & Asset Design
An infographic is a collection of:
The goal is to create a clear understanding of a topic.
Create engaging and striking visuals to communicate information quickly.
They should be provided into various formats.
They are most effective when:
- Embedded in blog posts
- Published in resource centres
- Used in marketing automation
Consider custom illustrations for blog/social media posts and Call to Action (CTA) buttons to help drive conversions.
Case studies are a great form of social proof that detail your capabilities to new and existing customers.
They are a great form of marketing for the Consideration, Decision, and Retention stage of the buyer journey.
With your case studies, create data-focused compelling stories to highlight your business via:
- Customer testimonials
- Employee interviews
- Information analysis
Your website copy needs to grab your buyers’ attention.
It needs to provide in-depth exploration of the unique products, services and value propositions your business can offer.
Your website copy should incorporate the latest SEO best practices to boost your online presence and to meet the needs of your customers.
Remember, its focus should be on building your presence and reputation online.
Ultimately, generating interest in your company and products.