Content marketing is a buzzword these days, but what the heck is it?
The Content Marketing Institute defines the term as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly definite audience—and, ultimately, to drive profitable customer action.”
Or, more simply: It’s quality content designed to boost page views and audience engagement, thus garnering more business.
Whether it’s content that lives in the pages of your website, your social media channels, or a dedicated company blog, here are four key methods for effective content marketing:
1. Provide Value
It’s not enough these days to just produce bland copy on your business’s page. A customer will only come to your site on an as-needed basis .... unless you give him or her reason to return. If you’re a homebuilder, for instance, provide interest to prospective and current clients. Your online presence helps build brand trust and gives clients something of value.
Ways to provide that value include:
- Blog posts on topics of interest to the audience you wish to reach
- Short e-books
- Content on your website with calls to action
- Email newsletters so your clients are kept abreast of any content updates on your website
- Informative graphics
2. Use SEO Best Practices
Unfamiliar with SEO? At its most basic level, SEO, or search engine optimization, means you’re adding searchable keywords into your content. So when someone types “how to improve a customer experience” into Google, your site pops up as a resource. You can hire an SEO firm to help hone your search terms and improve your interlinking, but basic SEO best practices include:
- Adding titles and subtitles to content on your pages
- Using targeted keyword phrases
- Producing high-quality, memorable content
Here’s a great, quick in-depth primer on SEO.
3. Be Aware of How Your Content Looks
We have short attention spans these days, and no one wants to read long-form copy. So if you have something important to say, give it the room it needs.
At Clear Evaluations, we strongly believe that visuals tell a compelling story, which is one of the reasons we use video to boost the entire customer service experience in our mystery shopping. In your content marketing, though, don't be afraid to use all types of visual content.
- Space out paragraphs, and keep them short (two to three sentences apiece).
- Write short, punchy sentences for more impact.
- Use a sans serif font. It’s clean, modern, and easy to read on your website.
- Keep blog posts in the 300- to 500-word range.
- Add “entry points” to your content—subheads, bullets, boldfaced words—anything that catches a reader’s eye visually to draw them into the copy.
- Use infographics to help tell a story.
- Add video content.
- Use high-quality photography.
4. Have a Content Strategy … and Measure It
Magazine and newspaper editors plan out your content well in advance. Create a content schedule and plan of action, and then stick to it so you’re rolling out relevant, high-quality content on a timeline that makes sense for your business. Take time of year into consideration with your content calendar, too. If you’re a homebuilder, for instance, what do your clients need to know about winterizing their homes in late fall?
Want to know what type of content resonates and what lands with a thud? Use the analytics provided by your website provider and social media channels to get a baseline, and tailor your content marketing efforts accordingly.
With a little effort and some quality content, you can build trust in your business and, over time, increase your bottom line.
