We’re all familiar with the phrase "Content is King", but how many of us spend time thinking about our content once we know it’s typo-free and hitting those must-have keywords?
The plain truth is that good content is more important now than it ever was. That’s partly because Google’s algorithms are constantly improving and changing the way in which they identify high-quality sites, but also because consumers are tired of being inundated with uninspired, copy and paste content.
Of course, it’s not just about getting together an excellent copy-writing team – it’s also about planning your marketing strategy. Here are a few tips on how to get started.
What exactly is your brand about?
Your brand ethos should be at the heart of all your content, which means nailing down what your business stands for before you devise a marketing strategy. Who are you targeting with your products or services? What sets you apart from your competitors? Why should your brand inspire trust and loyalty? If you're ever in doubt, come back to these fundamental questions. For more inspiration, try this guide.
Get personal!
It’s important not to neglect the human element when you’re creating content. Users are increasingly seeking online experiences that feel personal and trustworthy. Help your customers put a face to a name by building employee profiles that explain your background and expertise. And don’t be afraid to put your name to a piece of writing – Google Authorship might be dead, but building a personal brand is still a brilliant way to promote your business.
Get blogging
The content that appears on your main site is always going to be your top priority, but don’t shy away from other content streams that will help to bring in users. A sister blog (one that runs alongside your main site and muses on related topics) can seriously boost your rankings and help to attract a loyal reader base. These readers can then potentially be streamed through to your main business site, resulting in new customers.
Choose your social media wisely
Promoting your site through social networks is a huge part of content marketing, but establishing a successful campaign is not as simple as setting up an account and waiting for the followers to roll in. Think about the people you want to reach and which social networks they’re most accessible through. Establish a clear tone of voice for all your social media posts, and be wary of paid adverts or competitions if they’re going to clash with your brand's message.
Stay on your toes
One of the best things you can do to keep users interested is to re-evaluate your content strategy regularly. Look at what your successful competitors are doing to engage with customers, and try to come up with similar strategies of your own. It’s also crucial to reflect modern trends in your output. This means making your content mobile-friendly, and looking into video content and infographics.
Feeling stumped about how to implement or revive your content marketing strategy? Paradigmmedia can help. We offer a range of services including SEO assessment, graphic design and content solutions such as blogging, website content, white papers and brochures. For more information on our content services, visit our site. Search Engine Optimization packages and pricing are available here.