Over the last few years content marketing has really taken off. Rather than simply aiming to get their name into a marketplace, businesses are using online content to build reputation and gain a rapport with customers that can change the way people think about a company or product.
According to Copyblogger, content marketing is: “Creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”
So what defines valuable content that can help you win clients?
Firstly, your content needs to be original. The best organic way to boost SEO (search engine optimisation) rankings and traffic to your website is to create relevant, non-duplicated content. There is the chance that Google may actively punish a site that simply re-publishes content from elsewhere, but – perhaps more importantly – why would a reader be guaranteed to visit your site when they can get the same thing from a hundred others?
Update your website or blog on a regular basis with new content. This will help Google see your site as more relevant as their bots will be always on the lookout for new pages and frequently updated sites will be indexed by them more often.
The more content added will also mean more keywords (terms people might search for) to be found by those looking for what you can offer. However, don’t be tempted to simply fill your site with unrelated content! Keywords are important, but the real skill is incorporating those into well-written content that will work within Google’s algorithm.
From a journalistic point of view, written content can be most effective when it is concise and tells the reader what they want to know quickly. People tend to scan websites, so articles and blog posts should be loaded in a ‘top heavy’ way with the most relevant information at the beginning. An informative, snappy headline is a great way to do this too, as it can hook readers in and is a great place to add keywords.
It might also sound obvious, but spelling, grammar and punctuation errors will drive readers and potential customers away from your website. People are unlikely to take your company seriously if your site reads badly, no matter how insightful or informative the content may be.
Finally, bespoke content targeted towards your chosen audience should attract more hits and ultimately more sales. Build a profile of your ideal customer, and try to put yourself in their situation. What would they be looking for? What search terms would they use?
With this in mind, you can write in terms they’ll understand and include keywords that could lead them to you. Crucially, you’ll also build a body of content that will build your reputation as an industry insider and a name to be trusted.