Crafty Content: Improving Your Content Marketing Strategy
Online content is driving SEO, and your business needs fresh, unique content. What’s your content strategy?
With just about every company in the world is represented by a website, social media, and host of other online content, it’s becoming harder and harder to get yourself noticed amongst the crowd.
Pushing businesses to try new methods to make themselves accessible has become more challenging, particularly with the content strategy, but this article is here to help you overcome it.
Establishing Your Angle
Having the right angle for your content is very important. Establish core topics you can share knowledge, educate, and share what you’ve found online. We know you’re probably time-poor and feel it’s better to focus all effort on your products and services. Well, the good news is you can! 🙂 Instead of overt selling, your angle will be more subtle. In your blog posts, offer something of value for free this strategy will get repeat visitor traffic to your website.
Look around the web, and find loads of blogs you can bookmark. Then search for posts and web pages that are geared towards teaching you rather than selling you something.
Emulate the same style until you find your own writing style that informs rather than sells. The aim with this content strategy is to establish yourself as a subject matter expert and thus your knowledge is sought after.
Write a lot, and spread it throughout social media and to your email list, so it is shared and, to the result is more organic traffic to your website.
Finding Some Examples
Moving your content strategy away from real sales can feel like a dangerous road to tread, especially if you’ve already invested heavily in traditional marketing.
Adapting is all part of growing your business, with providing knowledge is an easy way to show that you’re more than just a company and that you desire to help your customers.
Take a website like The Sill, for example. They sell indoor plants which are notoriously hard to look after but make their customers lives easier by providing them with the knowledge they need to keep them alive. It doesn’t take too much work for them to give this information but could save hundreds of hours of research for users of their site.
The idea of giving away information which could potentially limit the need a customer has for your business might sound a little counterproductive.
In reality, though, this can bring customers to your door which would never have come in the past. Not only are people happy to see a business that isn’t just thinking about profits, but they are also on the lookout for the fastest way to get their jobs done — making someone’s online shopping trip just a little bit shorter can often justify having higher prices than other online stores.
With all of this in mind, you should be feeling inspired to start looking down a different route for your content marketing. Continue your customer discovery and add unique content that resonates with your intended audience. Delving deeper into satisfying your customers need for information is your top priority. Avoid following the crowd, and while keeping a close eye on your competitors is required, your USPs can include your content engagement.
Unfortunately, many small businesses follow the same path with this work, barely creating their campaigns. You can’t copy other people’s ideas in a field based on competition, though, as this will leave customers unhappy. Instead, you need to think of your content, providing users with benefits that they can’t get from other online companies.