Content Marketing

With all the attention to the update Google has been doing over the last year or two, it has become clear content is paramount for any website. In a nut shell Google wants to find content that is clearly written to the audience, content that is relevant and original. Today it is not enough to just write good content and SEO but you need to have a strategy on how to market your content.

If you are unfamiliar with the concept of Content Marketing, here it is;

Content marketing is a practice of creating relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving business.

The premise here is to build your brand, gain trust, position yourself as an authority and capture your target audience.

Because you now have a goal you need to plan on how you will engage your audience and then convert that to a sale.

Here are a some tips to help you get started.

1. What do I want to accomplish?

Define what your ultimate end game is.  Why are you writing the content? Is it to build trust, retain clients, attract new prospects, highlight yourself, build brand awareness, build loyalty, or just build SEO.

2. What type of content should I publish?

While I am a big believer in blogging, today blogging is not enough.  You need a cornucopia of mixed media, web pages, blogs, video and eBooks.  You need to cultivate your audience along the sales pipeline.

3. What resources will I need?

This is a complex answer because you first need to consider the size of your firm and what resources you have available.  Once you consider who is writing what and/or if you are going to outsource any of it you can then begin to evaluate what types of content you want to produce.

4. Write is Natural Language

When you write your content you need to write as naturally as you can.  Long gone are the days when we wrote to game Google into positioning our content to inflate our SERP. The thing to remember here is to build your authority as an expert.

Don’t forget just because you have created all of this great content and then do not share it you are just wasting a lot of time and money. Another thing to consider is do you have a quality CRM application?  Do you use any marketing automation?


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