This is a guest post written for the MELD Coworking blog by Sarah Richards.
Content marketing is undoubtedly one of the most beneficial strategies when it comes to driving sales in a business environment, but the pressure to keep content fresh, interesting, and accessible can cause problems. To help you use content marketing concepts to their utmost potential, we’ve put together this actionable list of strategies and how to implement them.
1. Create quality content.
The one, basic, golden rule when it comes to content marketing is to make sure it is of a high standard. If you create content that is bland, poorly written, uninteresting, or untrue, your business will quickly get a negative reputation which will dissuade customers.
Avoid wasting the time of your marketing team and your customers by investing efforts into making sure everything you produce is the best it can be. Quality content can increase traffic by up to 2000%.
2. “Content is King, but distribution is Queen…” – Jonathan Perelman, BuzzFeed
A big mistake commonly made among marketers is creating excellent content and not doing enough with it. This can often be a problem for remote workers if there aren’t adequate communication methods in place.
When a content writer has produced a blog, or a videographer has published something on YouTube, for example, everyone else in the marketing department should be made aware. This will enable everyone to share it on their respective channels, whether this is via social media, email, or even direct marketing if appropriate. There is evidence to show that sharing content via email is the most effective channel.
3. Adopt Search Engine Optimization best practices.
Search Engine Optimization (SEO) is an ever-changing concept which can massively help your content when it comes to accessibility. If your content marketing has been optimized according to the latest SEO tips, it will appear higher in the rankings of search engine result pages. This visibility is essential for driving traffic to your website.
While SEO recommendations are always changing, a few things to be aware of are using keywords, including links to other areas of your site, and ensuring all your images are labelled with alt-tags. Google supplies its own guide here: https://support.google.com/webmasters/answer/7451184?hl=en
4. Promote User-Generated Content.
This concept cannot be emphasized enough. User-Generated Content (UGC) is essentially content created by your customers and published either in the form of a social media post, a review, or a personal blog in which your product or service is discussed. While social etiquette stipulates that the owner of the content should be acknowledged if you share the content, it’s being in the public domain means you can use it.
UGC is highly regarded because it shows real people praising your products which is more effective than seeing a scripted commercial. In fact, statistics reveal that 83% of customers don’t trust advertisements and instead value the opinions of real people. The other added benefit of UGC is that it’s free!
5. Personalize your content marketing.
In 2018, 80% of businesses reported that their personalized content marketing was more successful than generic. The fact is consumers appreciate having a relationship with the company they are buying from, so if they receive an email with their name on it that contains content relating to something they have bought or booked, they are more likely to engage.
More engagement not only means an increase in traffic, but it also drives sales. This is because customers who’ve had a positive experience with your company are more likely to recommend you to others.
It’s important that you don’t underestimate the value of content marketing and give due attention to your strategy. Content marketing is a significant driving force for sales when it’s used properly, and companies worldwide can account for the positive impact it’s had on their revenue.
The article was written in collaboration with MRS Digital, a leading inbound marketing agency in Hampshire, UK.