Content is King (or Queen if we’re being politically correct!)
You’ve heard it a million times I’m sure, you’ve been lectured by your consultants, your own team or you are guilty of saying it yourself, but when it comes to being visible and engaging through online marketing, content is vital, fact.
What does it mean?
It means showing information that’s of value to your customers, showing them what they want, what they are interested in, answering their questions before they’ve been asked, being helpful – not just beautifully written articles and amazing imagery.
Why is this important in online marketing?
Being found online is imperative for your company, however the old days of lecturing them on why your business is the best is long gone. Feature, Function, Benefits are suited to brochures but don’t work well online. Showing content to potential customers or existing customers that is truly engaging and relevant to them will ensure loyalty, show them know what you’re talking about, it gives you the edge and builds trust online.
The top search engines prioritise good quality, regularly updated content on your website as well as through your social media platforms. It all helps in your overall search engine optimisation to get your site seen.
Sounds so simple, why aren’t we all doing this already?
It does sound easy, and makes sense as I’m sure you’ll agree. However, taking the time and resources to dedicate to this area of the business means it’s often forgotten about. Let’s be honest it’s a bit of a drag, and it’s something that has to be done regularly too. So without a dedicated staff member or marketing consultancy it often starts off as a great idea and then ‘more important’ jobs come along and it’s pushed to the back.
Where to get inspiration for writing good content
Try get your marketing team (if you have one) involved in various department meetings to see what’s happening across the business. Getting the marketing department to know the key players in your company and allowing them access to personnel will aid in a lot of content ideas. Let them listen in to customer calls or read the customer feedback forms. If you don’t have a marketing team it’s something you can do yourself or contract our to a specialist company (like us – cheeky!).
Google loves content, there are some amazing tools they give out for free to show you what’s trending in your industry and other tools to see who is searching on what key words or phrases relevant to your company, find them and use them
Take a look at what your competitors are doing, anything interesting or different? Agree with them or disagree? Get online and write about it.
Where do you put all this content?
Your website, email, blogs, social media sites such as FaceBook, Twitter, LinkedIn etc. Got fantastic pictures your customers would love? Why not try Instagram or Pinterest. Join groups online, submit your info as a press release – whatever you have there is an appropriate channel online to get it out there, let your customers see it, be where THEY are.
Stop procrastinating, get going
Sit down, make a plan, consult with someone – for every minute you aren’t writing / planning / doing – your competitors are. It’s a long-term commitment but worth the time and effort. Think of your customer and deliver.