Content marketing is a fun and creative way to attract new customers to your business. Just know that it doesn’t have to be complicated to get the desired results.
Marketing content is the bread and butter of both customer acquisition and retention.
In fact, nearly 80 percent of consumers said that they believe providing custom content means that a company is good at building quality relationships with its customers.
So if you have been dragging your feet when it comes to producing content, or just don’t know where to start, this article is for you.
Here are some tips to get you started on the path to success:
1. Write it Yourself
Maybe you are too busy. Anyone who runs a team, let alone an entire company, is totally and completely slammed. That doesn’t mean you should hire someone else to write your content for you.
While 62 percent of companies outsource their content, you don’t have to be one of them.
Those companies are missing out on a whole slew of valuable perks of producing your copy and content in-house, including:
• Familiarity: If you’re hiring someone on the other side of the world, or even on the other side of the city, to write your marketing content, you have to waste time and energy making sure that they understand the direction, goals, and voice of your company.
No matter how well you explain it, someone from the outside isn’t going to have the same grasp on your brand as someone who comes to your office every single day.
• Communication: When something’s not quite right, it’s going to be drastically easier to communicate with someone whose desk is a few yards away from yours.
You can simply walk over and have a conversation with them. You don’t need to worry about connecting via phone or scheduling a time to meet outside of the office.
• Teamwork: Let’s say you need to pull a favor. Maybe you need some content turned around really quickly. Someone who knows you personally and sees you on a daily basis is much more likely to be willing to do that favor.
That’s why you should have a team, or at least a person, dedicated to writing your company content, from blog to ad campaigns to social media, in-house.
2. Budget Accordingly
Sometimes it seems like a waste to spend a lot of cash on content. It feels like something you should be able to produce yourself, or for less.
Don’t fall into that trap! You want to make sure produce the highest quality content possible, and in many cases, that means spending more money than you’d maybe like to on things like:
• A qualified copywriter.
• Focus groups or other types of testing.
• Quality photos, videos, infographics, and other artwork.
Even small companies are beginning to see the value in spending a little more for quality content. Companies with less than 10 employees devote about 42 percent of their marketing budget to content production.
That’s a lot of cash, but it pays off in the end.
3. Know Your Audience
This may seem a bit of a like “Marketing 101” tip, but you’d be surprised at how many companies get stuck doing the same thing and forget to really consider their target market when writing.
That means holding focus groups to find out what works and what doesn’t, taking surveys and evaluating any insight into your demographic.
If your true audience is different from the one you were targeting, that’s OK, but it probably means that it’s time to refocus.
4. Keep a Blog
It’s not enough to just have a blog. You want one that is up-to-date on current happenings in your company and news within your industry.
A blog helps you rank higher in search results, bringing more traffic to your page. Blogs also give you credibility with your audience, helping you establish yourself as a more trustworthy brand.
Plus, whether directly or indirectly, blogs generally help companies make more money.
In fact, companies that keep blogs receive 97 percent more leads than companies that don’t. To make sure that your blog is a worthwhile endeavor, focus on these factors:
• Write regularly: It’s not enough to have a blog, you have to keep it current. Over one-third of the blog, readers check blogs more than once per day. That means that you should at least be published daily to make sure you’re feeding your readers new content.
• Write it yourself: Just like all other content marketing, don’t outsource blogs. Keep it in the company and devote a few people to managing blog content.
• Form partnerships: Forming partnerships with other companies’ blogs in your industry will do wonders for everything from your SEO to your networking.
5. Focus on the Art
The term ‘content marketing’ doesn’t only refer to words. The visual aspect of marketing is just as important, if not more so than the language behind it.
Just like your team of copywriters, you should have a team devoted to art. In a digital world with a short attention span, things like videos and other images can make a
world of difference in terms of selling your brand. A few pieces your art team should focus on include:
Remember that your company’s marketing content is the voice of your brand. It represents who your company is to the rest of the world.
For that reason alone, it’s vital that a large part of your marketing effort and budget is spent on custom content creation.
5 Tips for Building Better Marketing Content