Content marketing is a digital marketing strategy that focuses on creating and promoting online content. Although this can take any number of forms - blog posts, infographics, videos - the aims are always the same. To drive traffic to your website, build up trust and brand awareness, expand your customer base, and improve the user experience for the customers you already have. |
This work is crucial for any business, and luckily, you don’t have to tackle it alone: you can always choose to outsource to a content marketing agency. Here’s what to expect if you do.
Writing a blog should be a top priority for any business adopting this strategy. By writing blogs on topics of interest to your customers, you can enrich your site with the key phrases they are searching for. When customers later enter these common queries in major search engines, your site will appear higher up in the results for these important search terms and more traffic will be driven to your landing pages.
However, to blog effectively, you also need to be blogging regularly. Without consistent posts, your blog will not remain relevant in the results pages. A content marketing agency will be able to help you not just develop search engine optimised posts, but devise a blogging schedule, too.
Increasingly often, companies are seeking to produce visuals as well as written blog pieces. For good reason: videos and images are highly shareable and are easier to consume than written pieces. Written pieces featuring pictures even get more views and enjoy higher user retention rates.
So, by investing in creating materials such as how-to videos, event highlights, product demonstrations, FAQs or testimonial graphics, your business will increase its reach and be able to highlight the best aspects of your company culture. Videos and photos can, after all, help add a personal touch that is hard to replicate in writing. A content marketing agency may well offer this as part of its services, or might be able to organise working with a third party to produce effective, high-quality videos.
These offers are a form of gated content designed to transform your site visitors into regular leads. Some examples of popular offers include free eBooks, how-to guides, industry reports, and exclusive infographics.
To gain access to these special materials, your audience will need to fill in a form on a landing page. You’ll receive their contact information - therefore growing your mailing list - and they’ll be sent the piece in exchange.
Social media is an integral part of any viable strategy. Sharing your blog, videos and images with others on social media will help drive potential customers to your site. By routinely integrating a ‘call to action’ into these social posts, a content marketing agency will help people discover your company, click on the links you want them to see, and generate excitement around the products and services you have on offer. It’s generally a good idea to post not only about the pieces your business has developed, but also about other materials and news relevant to your industry. You can exchange posts with business partners to jointly boost traffic, or you can share from blogs with similar aims to your own. This will ultimately help to generate trust and interest in your brand, and maybe even earn your business a reciprocal share. Although this all sounds like a lot of work, remember that your website users want to find answers to their questions and receive advice from experts in your field. If your site can help provide this for them, not only will you receive more hits and feature more highly in the search engine results pages, but these customers will come away with a better overall impression of your company.
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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