You’ve probably heard about content marketing, but do you know what it is and are you doing it?
Content marketing is a term which refers to creative writing which is shared across different platforms including blogs, social media pages and white papers etc. The idea is that potential clients/customers will find this information useful and therefore generate traffic/enquiries to acquire more custom. Content marketing is not focused on selling, but engaging and communicating with existing and potential customers. By delivering ongoing support, interesting and useful information the customer feels a sense of loyalty and will return or be compelled to begin a long lasting relationship. This is what we call Brand Loyalty.
According to research published by ‘The Drum’, British marketing gurus are rather confident about how we create and use content marketing,
“Produced by the CMI in partnership with the DMA, 48 per cent of British marketers who used content marketing said they were effective at it, compared with 41 per cent of North American marketers and 33 per cent of Australian marketers.”
Chances are if you already have a Twitter or Facebook page for your business you are already creating content marketing material. Not only is social media great in sharing your insights, it is also a great way to boost search engine optimisation. The more useful content that you can share on the internet the more you will help increase overall visibility of your business.
So what can you do to write effective content? If you’re just starting out it is a good idea to get to grips with social media. Facebook, Twitter and LinkedIn are easy to use and readily available on desktop computers, mobile phones and tablets. Make sure your pages are branded up to match your website etc. Try and post things which are useful and interesting as often as you can and avoid posting the same content across all platforms. You’ve probably heard others complaining that they’re not interested in what you had for lunch, but if you are a food company than this could be relevant. Share thoughts from your clients, perhaps they have sent you a recipe or a photo of your product they purchased. By sharing things like this you are engaging with your clients. This will help build a reciprocal relationship which will not cease once the service or product you provide has been exchanged.
Once you are fluent with social media pages you might like to try writing a blog (a bit like this one!). Again it is important to write content as often as possible, on subjects which your clients might find interesting. A blog allows you to go into much more detail, if you were to write something like this on a Facebook post for example you might find you start losing ‘likes’. Remember that your content should be informative, NOT a hard sell!
If you have recently undergone product/consumer research you might like to share your findings by producing a white paper. This is an authoritative report or guide which should help your readers understand a particular issue or problem that they might face. The white paper will present facts and figures to help the reader come to a decision to help them solve the problem. A more visual way to display similar information would be to create an infographic. At Alpha, we reference infographics on our Pinterest page. Any useful infographics we come across are pinned here for safe keeping, which illustrates exactly how they work. See our Pinterst Page HERE.
You can be as creative as you like with content marketing, why not make a short film and post it on YouTube or put a photo album together on Pinterest. By creating as many opportunities to interact with your clients you will help develop brand loyalty. If you would like to know more feel free to drop me an email at firstname.lastname@example.org