Content marketing is an essential set of tools for any business, big or small, seeking to grow.
It can take many forms – the written word, video, pictures, infographics and even podcasts – but it always serves the primary function of forging a meaningful connection with current and, importantly, future customers.
And, if executed correctly, it can improve your bottom line by driving engaged customer behaviour and sales.
Stories connect people on an emotional level. They build a relationship and drive action in a way that simple information does not.
Your content marketing should tell something sincere about an aspect of your business: who you are, what you do, where your expertise and experience lie, why people should trust you, the problems you have the solutions to and stories of people who have benefitted from them.
People do business with other people. Content marketing allows you to tell interesting stories about yourself and your workforce to your customers. Whatever your business is, its success rests on effectively convincing others you can be relied upon to provide the solutions they need.
No matter how good your content is, it will be wasted if no one gets to see it. Optimising your content for search is paramount. And keywords are an important element in ensuring Google places that content where users will be able to interact with it.
Your content must include terms and phrases users who would benefit from your product or service would punch into a search engine. You should be thinking about keywords, the terms you want to rank for, before you sit down to write a blog post or produce any other type of content.
Analysing search trends can also guide you to what relevant content potential customers are searching for and, currently, not finding.
However, it would be a mistake to try and game Google’s algorithm. It changes regularly for one thing, and gets ever more sophisticated in identifying value and user experience, while penalising the conspicuous overuse of keywords, especially in oddly manufactured places.
You should always use keywords in the context of the content. And write content to appeal to a reader, not pitched at Google’s web crawlers.
Maintaining a strong and consistent voice can be a challenge, especially in an evolving company. But it is important to meet that challenge. All content marketing, even if produced by a broad, disparate team, has a responsibility to uphold a clear tone of voice for the business.
You should assess each and every piece of content on how it reflects the company’s values and how it projects the experience of dealing with your business.
Content has a conversation with customers. Making them feel valued, informed and included breeds loyalty, which makes for strong engagement and sales in the future.
Building a website, then populating it with great content and useful information is the start, not the end of your content marketing strategy.
It is vital to constantly analyse individual pieces of content, as well as the content mix, for effectiveness, be that conversion rate, engagement, newsletter sign up or other relevant metric.
It is important, also, to regularly and consistently add new original content to give customers a reason to come back, as well as showcasing your expertise is up to date.
You cannot allow your content to become a static thing; it needs ongoing evaluation, assessment and addition to breathe life into it.
Every piece of content you produce should have a clear and meaningful purpose – and correlate directly to a business goal or desired outcome.
Setting a robust strategic plan and sticking to it will get the best results. Trust us on this one, it’s what we do, and how we get results for all of our clients.
Experience has proven our content framework to be so effective we employ it on every website we work on, including our own.
At Brilliant Digital, we’re passionate about seeing the results businesses can achieve with well executed digital solutions. For more than a decade we have helped a diverse set of companies drive sustained brand growth that way.
We take a strategic approach to everything we do, building long-term partnerships and providing full service digital solutions. And it works.
Read more of our tips for content marketing, branding, SEO and website design.
Or better still, reach out to us today to see how Brilliant Digital can help you with a personalised set of complete digital marketing solutions for your business.
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