What is content marketing?
Content marketing is everything that you create which provides information to customers. This could be in the form of blog posts, guides, emails, videos, whitepapers, images, social media posts – the list goes on!
All content should be useful, consistent, and relevant to your target audience, and should reflect your brand. When people have questions about your industry or company they will look the get answers from your content. This means that a great content marketing strategy can turn you into an industry expert, which will lead to greater brand awareness and an increase in sales.
Why is content marketing important?
Content marketing is important for a number of reasons. Firstly, it can gain trust from your customers and target audience as it shows that you are interested in helping them to understand your products and services. This means that they will be more likely to purchase from you, and return again in the future. It will also encourage them to share your content with others, increasing your brand awareness even further.
Secondly, content marketing will help to draw people to your website. Great content is picked up by search engines and served to those looking for relevant information online, who will then click on the link and go through to your website. Search engines can rank everything from articles to videos, which is why it is important to include a wide range of content types in your content marketing strategy. You’ll find that some topics work well as text while others can be explained better using infographics, and working this out will help you to make the most of your content plan.
Should our content be optimised?
All content should be optimised for search, as what’s the point in making amazing content if no-one can find it? Optimising content means ensuring that it is all created around a specific topic, is authentic, and that all meta data is in place when the content goes live. You should also link your content together where relevant to keep people on your website, and include CTAs to ensure that people complete the desired action once they have consumed the content.