Content marketing is more than creating and sharing valuable,
relevant and consistent content that will engage your customers,
generate leads and improve your SEO.
It is a strategy we have to carefully consider and implement because it has a direct link to our sales funnel.
Creating and sharing valuable and relevant content is key to your
content marketing strategy because it creates engagement. The better
your content can resonate with your customers, the better the engagement
and in turn, the conversion.
Not all content engagement is the same.
Outbound content marketing is short, snappy and has very easily
digestible content. It disrupts the reader and quickly offers them value
that they probably weren’t even looking for.
Inbound content marketing, is where you can create content gold that wins consumers and keeps them coming for more.
Consistently giving consumers valuable and relevant content when they
are actively seeking it and have dedicated time to read and learn is
when you begin to drive traffic and generate leads for your business.
Here are four steps you can take towards creating valuable, relevant and consistent content:
1. Define your content marketing strategy
Before you do anything else, you need to have very clear and
measurable content goals in place. Knowing where you are and where you
want to be will give you a clear sense of direction. Once you know where
you want to be, you can create a content schedule.
2. Create only good content
The competition for good content is tough out there! To stand apart
from the masses you have to know what consumers in your niche want to
know. Every bit of content you produce needs to hinge on being: valuable
and relevant. Raise awareness and educate consumers and they’ll soon
begin to see the value you bring to them.
For example if you have an online store, a product landing page can
serve as an excellent content marketing tool that will quickly translate
into conversions. The content here needs to be entirely customer
focused - what they would like to know and see. Keep it relevant and
give them content around what the product is, what problem it will solve
for them, how it will transform then and what they can do next. Clear
call to action, folks!
Another example is a product page, complete with videos, reviews and
FAQs. A product page with images and solid descriptions for each product
is content that is both valuable and relevant to the consumer - they
want to know everything they possibly can before they make the decision.
How-to-videos that show how the particular product can be used or
worn are highly valuable and relevant content. Your customers will watch
the videos to better understand the product and learn how it can
transform them. Be sure to use subtitles if you can. According to a
survey of US consumers, 83% watch videos with the sound off.
Product reviews have a lot of mileage. Before we buy anything we want
to know if it works and actually does what it claims to and one way to
do that is to read the reviews. Amazon claims that over 90% of people
read reviews before buying products.
FAQs are a great way to engage your customers with valuable and
relevant questions. You can build this content by preempting what you
think your customers will want to know as well as include what questions
your customers have already about that product. Take careful note of
the questions your customers are asking and what they care about.
Creating content around their questions will make bring greater
3. Be Committed to your content schedule
With strategic content marketing you are playing the long game and in
time your content schedule will add to the success of your organic
searches and lead generation.
Commitment and consistency are key.
4. Be deliberate about distributing content
create content for the sake of it and definitely don’t create content
with fingers crossed, hoping it will get noticed by someone. You have to
be deliberate and intentional about distributing content in the right
forms and onto the right platforms so that it can be noticed by the
right people. You want the intended audience to engage with it.
It may seem daunting to think how on earth you're supposed to find
the time to create content in so many forms and distribute on just as
many channels. But I bring good news! You don't have to create lots of
different content. The trick is to use one piece of content and splice
and dice it in different ways for distribution across the different
Getting the content right is vital for driving traffic to your site and generating leads because it builds trust in your brand.