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Consumers are becoming increasingly distrustful of traditional advertisers. Marketing copy is no longer well-received if customers feel it is being forcibly impressed upon them. How can businesses advertise in such a climate? This is where content marketing services come in. Instead of endlessly repeating adverts and slogans, content marketing strategies focus on expanding your company’s online profile. It’s all about attracting the right users, converting them into customers, and then keeping them using your services. So, how can you achieve this? Identifying Goals As ever, the first step is to identify specific goals. To do this, you need to really understand why you’re pursuing a content marketing strategy. Is the aim to generate leads? Improve user experience? Build stronger relationships with customers? No matter your motivation, it’s crucial to limit yourself to three or four achievable, sustainable goals. Identifying Audience The key to coming up with excellent content is knowing who your audience are. This isn’t just a case of being able to name your general target market. You need to find out how they spend their time on the web, what motivates them to spend their money, and how your content can offer a solution to their problems. Your content won’t be able to guide leads from discovery to purchase otherwise - and even professional content marketing services wouldn’t be able to come up with a viable strategy without first investing time in profiling an audience. Choosing Your Channels The next question you need to answer is ‘Where will my content be posted?’. It may be tempting to think that content should be put on every possible channel to maximize your reach, but the reality is that this will only dilute your message and exhaust your team. Focusing your energy on a few select platforms will pay off in the long run provided you check your clients are using those platforms, too. The Role of SEO in Your Strategy No strategy would be complete without SEO. After all, there isn’t much point in spending hours perfecting content if you then fail to make it searchable! Luckily, plenty of tools and other content marketing services are available to help you succeed. The most important thing is to carefully research the keywords relevant to your audience. Once you’ve identified them, you’ll be able to build them into your content, pushing your posts higher in the search engine results and driving more traffic to your website. Measuring Success and Failure Every piece of content you release will provide new metrics to analyse: • Consumption: How did your audience react to and engage with the content? Did they click on it, leave a comment, or share it with others? • Lead generation: How many leads came from that post? • Sales: Did you make any sales because of this content? This data will obviously help you improve future posts, develop a better picture of your customers, and encourage more user engagement. Creating More with Less Finally, remember that creating huge volumes of content is not a substitute for taking the time to maximise the potential of the content you already have. This isn’t just about enriching content with keywords or promoting it on the right channels - it’s about remixing and refreshing the best content to get the most out of it. Why not “atomise” a long blog post you’ve written by breaking it down into a series of shorter pieces, or update past content by switching out infographics for video explanations? If your business takes these tips into consideration and adopts this approach to content marketing, services you provide will appear interesting and feature highly in search results - something all too important in the digital age. Author Plate Kit Jones is a professional consultant at LeadGeneratorsDigital, a successful online marketing agency focusing on a variety of digital strategies including content and SEO marketing. The agency provides affordable content marketing services for businesses looking to not only boost their Google rankings, but also their conversion rates and the overall quality of their site.
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