If you’ve had anything to do with marketing your business at all, have no doubt heard the phrase ‘content is king’. The word ‘content’ is all over the place these days – pretty much everything online is effectively ‘content’. But what does this mean, and how can you use it properly to market your business? Read on for some helpful advice.
What is content?
Content can come in a variety of guises, but to make it simple, here are a few examples:
- Blog posts
- Videos
- Infographics
- Podcasts
- Social media posts
- Newsletters
- Whitepapers
By creating content, you want to provide value to your customer – what can they gain from the information you’ve provided? If they find the content helpful, useful, or even entertaining, then you can start to build a stronger relationship and better brand loyalty.
That being said, there are a few principles to follow when it comes to content marketing, which we cover in this post.
What do your customers want?
Before you set out to develop your content, think about what your customers actually want to see from you. If you’re an accountant, would a dry video explaining tax terms in accounting jargon be helpful? Probably not. But, would a series of Instagram posts explaining basic terms in easy-to-read language be useful to your customers? Probably! So think about your audience, where they are and what they’re most likely to interact with before you start making.
Don’t create for the sake of it…
Here’s something you won’t hear from the average digital marketing agency – you don’t necessarily have to post every day. You should post regularly, and if you can make a schedule then stick to it, but if you don’t have anything of value to share, then don’t share it!
…but it doesn’t have to be 100% perfect
On the other hand, don’t get hung up on creating the perfect video, or developing the most brilliant podcast in the world. You don’t need top-of-the-range tech for your content to be successful as long as your content is well considered and useful to your target audience. Some posts won’t light the world on fire, but if it has value, then don’t just throw it away. You might even be able to use parts of it to enhance other posts.
Consider how you can reuse content
Like we said, if you’ve written something that doesn’t quite hit the mark, but has a few gems embedded in there, think about how you could pull those out and use them elsewhere. For example, you might develop an infographic with information that’s a bit out of date, but if the icons you’ve used are powerful, you could utilise them with another post.
Also, don’t forget about the sphere of influence. We cover this in detail in another blog, but for every piece of content you create, you can use it in a different way on a different platform. So really get out there and maximise it!
Don’t forget about ‘evergreen’ content
Content can be a long game. There are some social media posts that will be only relevant for a week, but some pieces of content can bring value to your audience for weeks, months and years to come. That’s what we call ‘evergreen’ content (and hopefully, this blog will be considered that!). Think about how you can develop content that will be consistently useful – not only will it be great for your audience, but it’ll help you out when it comes to your SEO, too.
Don’t have the time or resources to develop or promote your content? That’s where we can help. Our team are not only clever copywriters, but expert digital strategists, who can help your next content campaign reach new heights. Contact us to find out more.
- Content marketing 101 – how to develop and use content properly - 14 January 2022
- Video for social media 101 – best practice and top tips - 25 June 2021
- Most brands in the UK and Ireland are using social media - 21 June 2021
Contact us to find out more
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