There are a multitude of large and small businesses that think they know best when it comes to content marketing. How hard can it be? A blog here, a social media post there and you’re done! Right?
I hate to break it to you, but this couldn’t be further from the truth.
Put simply, content marketing is a strategic marketing approach that relies on the regular creation and distribution of quality content to a specific audience. The aim is to ultimately turn prospects into customers. Read more about what content marketing means here.
An effective content marketing strategy takes time and commitment and everything needs to be written with purpose. It not only yields powerful results, but also becomes extremely cost effective.
There is no point in writing one blog, adding it to your website and then hoping it will automatically translate into sales. It sadly doesn’t work that way. How will people see your content?
With that being said, here are some early signs that should prompt you to consider using a content marketing agency to help you get organised and on track:
- Lack of regular, quality content
Think about how often you produce content.
Is it once a month? Once a quarter? Or whenever you have a chance to?
Whilst it’s not necessary to create content every single day, a solid content strategy requires consistency and commitment. Creating regular content allows brands to build thought leadership in their area of expertise, create trust and promote engagement with their target audiences – which is more likely to lead to a sale.
- No visible SEO results
Without relevant and regular content, your SEO efforts may be wasted. Google evaluates how often you update your website with fresh content. It also ranks the quality of the content as well as the length. You can read more about this here.
Another thing to consider is how well the content is tailored to your chosen keywords. Content creation isn’t just about putting some words on a page about a certain topic. You do need to write for your target audience but also for SEO. Fall too deep to one side and you will be penalised on the other, so it’s essential to strike a healthy balance between crafty and engaging content and writing for SEO.
- Your conversions are suffering
Writing relevant content that addresses your target audience and their needs is so important. Identify and create a buyer persona that would need your product or service. Who is this person? (i.e Marketing Mary, 35 years old) What is their role? (ie Marketing Manager for an SME) What do they wish to achieve? (Brand awareness, sales etc.) Then look at identifying their pain points and how you can help solve them.
A content marketing agency can be useful to help structure your strategy and make suggestions about why your efforts have not been successful. They will create new ideas and avenues for you to explore.
- Little to no engagement across your social media
Social media can be an amazing avenue to promote your content and directly engage with your target audience. Using social media helps drive traffic to your website as you are providing your followers with a preview of what they can expect to see if they click a specific link.
If you are doing this already and it’s not working, think about the quality and relevance of the content that you are producing and posting. Always remember that one size doesn’t fit all on social media. Each platform has a different audience, and therefore the language, tone and delivery needs to be tailored every time.
A content marketing agency will pull together a strategic content and social media strategy and create relevant and engaging content that can be used across multiple platforms.
- Your brand lacks credibility
If you are a new business, it’s so critical early on to establish credibility in the market. A solid content marketing strategy enables your brand to educate prospects and instill their trust in your brand.
According to Hubspot’s 2015 State of Inbound Marketing report, the top two priorities for companies, regardless of size, are to a) increase the number of contacts/leads, and b) to convert contacts/leads to customers.
A successful content marketing strategy can help you achieve this.
Need help with your content? Drop a message to firstname.lastname@example.org
If you’d like to speak to us about effective content marketing for your business, feel free to get in touch at email@example.com.