The social media world is complex, multi-layered and requires multiple skill sets. Besides managing social channels and devising social strategy, a huge part of what we do is content marketing. While traditional marketing has taken more of a back seat in recent years, the digital landscape has shown no signs of slowing down. So, it has become very important to tell our stories through innovative content. Generating effective content helps communicate our visions, generate leads and build a relationship with our audience. So where do we begin if you are a start-up, small business, CEO or a marketing manager? Here’s my top 3 tips.
Are you trying to provide information on the services you provide? Is your brand more about inspiring your audience’s lifestyle or are you simply trying to sell products through your social channels? It’s important to set a parameter that would effectively convey the focus of your brand. Your content marketing plan should follow the focus and help you determine what type of content you want to create and what topics should be included. You can start by choosing a few topics your business specialises in.
We are drawn to great visuals, the latest buzz and what is going viral. However, when it comes to content marketing, it is also important to keep your eye on the prize. As your business grows, you may have different target audiences, or have new products that you’re trying to sell. To keep things interesting, teach your audience something new once in a while. Explore your audience’s interests and hobbies. More importantly don’t forget to express what challenges your products or services can solve. This requires a lot of planning but once you get the hang of it, it does get easier. Vary your content. Use high quality photography, GIFS, videos, web links that will make your content stand out. This should generate interest and quality leads to your website. Don’t forget blogs too. Blogs are a great way to provide a host of insights in an interesting way. Ultimately, ensure that your content strategy includes multimedia aspects so you can continue to pull your audience in with interesting visuals that showcase key learnings, stats, or research that complement each other and work together.
We have all come across this however, how does SEO relate to content marketing? Content marketing is a crucial tool for SEO. The content we create ranks with search engines for topics our audiences are interested in. It doesn’t just depend on web copy which is required to be short and succinct to rank on search engines. First, start with keywords. There are various keyword search tools available online such as semrush.com which you can use to determine the right type of content for your business. Sometimes, Keywords with low search volume may not bring in a ton of traffic, but it may make your content stand out and rank higher. Start small by focussing on keywords that have lower search volume and then with time build out your content strategy to include keywords that have higher competition.
At Drew London, our digital marketing expert can guide you through content marketing. Your social media strategy and management include guidance on what content we need from you to deliver great results for your business. Get in touch to have a chat.