There is a lot of information out there about content marketing, but do you really know what it is and how to use it? Here at Perth Digital Edge, we’ve put together seven key topics to help you understand how to effectively use content marketing to elevate your online presence and brand.
1. What is Content Marketing?
Content marketing is creating and distributing digital materials such as blog posts, videos, eBooks, technical briefs, solution guides, and other digital content online. The goal is to provide useful information to your target audience.
The key benefits include enhancing traffic, boosting brand recognition, facilitating engagement, building brand authority, fostering trust, and broadening your audience. Excellent content – when backed by a robust strategy and combined with paid advertising and SEO – can accelerate business growth by spreading awareness about you, your product, and the solutions you provide.
2. Good vs Bad Content Marketing
Quality content marketing should be designed to solve real problems and provide actionable advice backed by experience and/or knowledge. If your content doesn’t directly solve a problem, it should be entertaining, informative or educational. Good content simply needs to deliver value and be worth reading. The difference between effective and ineffective (aka good vs bad) content marketing can be the difference between keeping customers or losing their interest and loyalty.
3. Tailored Content for Different Channels
One size does not fit all when it comes to your online content, which is why it is important to tailor your message to each of your digital channels. The goal is to ensure you deliver value through engaging and informative content at the right moment and place, and in the right way. This means shaping your content for the platform you are targeting and presenting it in an engaging and unique way.
4. Understand Your Audience
Research who your customers are, what motivates them and what questions they have about your business, then tailor content specifically to their needs and interests. Connecting with your audience is vital.
Your brand persona represents how you will speak to your audience, which in turn requires you know what they are looking for in content and you and your business. Then craft your content specifically for them by giving them the answers they want and will need. Remember to create your content as if you are speaking to a friend, colleague or fellow expert in your field. Personal touches to your content are what make it feel believable and help build trust, not just some AI created generalised one. Connecting with your audience is vital as people connect with stories that resonate with them.
5. Content Marketing Strategy
Without a concrete content marketing strategy, your efforts are as useful as writing your blogs on toilet paper. Your branding, audience research, market understanding, and the delivery of useful information should be at the core of everything you do. Remember to observe which piece of content is driving you and your business towards your goal. If it’s working, invest more in it. If it’s not? Scrap it.
At its most basic level of a content marketing strategy, blogs can increase traffic and aid in your SEO results, or you can deliver a more complex content marketing strategy with a variety of smart, multi-level tactics.
6. Promote Your Content
Creating your content is one thing; putting it out on various channels is the other critical part of your marketing. Utilise social media advertising, email marketing and other tactics to actively promote your content. Quality content requires visibility to reach its full potential, which in turn reaches more new customers and help you gain authority in the marketplace and in search results.
7. Measure Results
Without analysing the results of your content marketing, you are missing a valuable tool to learn what you are doing right and what you need to change. To do this, analyse your digital metrics like page views, time on site, and social shares to gauge content performance. This data then informs your strategy going forward.
Reach Out Today For Help
Now that you know what, how and when to use content marketing, you can be a better business online for you, your business and your customers.
Want to learn more? Contact the team at Perth Digital Edge to elevate your brand and stay ahead of the competition. Find your digital edge today.