Content Marketing is about starting meaningful conversations with your audience.
Consumers have shut off to the traditional world of marketing. We look to our phones during TV commercials and simply ignore magazine and newspaper ads. Many people have adopted on-demand media like podcasts and music streaming services which have cut out radio advertising on their daily commutes. Smart marketers have recognised this trend and are using to think up more creative ways to communicate with consumers.
Enter content marketing.
But what exactly is content marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. – Content Marketing Institute
The keyword here is ‘valuable.’ Customers demand quality, remarkable content to help inform their decisions. They want answers to the questions they didn’t know they had. The purpose of content marketing is to attract and retain customers by creating interesting, engaging and useful content. Customer do not want to be sold to.
Types of content
Content comes in many different shapes and sizes. Consumers are increasingly accessing content on-demand and few will wait to hear what you have you see. Content can be anything from an infographic explaining your service, an article on a blog site, a video on YouTube or a podcast about your industry.
Ultimately, you want your customers to become your marketers. You want them to share and distribute your content for you. An awesome infographic that informs and entertains your target market is an invaluable marketing resource. Quality content creates a snow-ball effect getting shared over and over again until more people than you ever thought have been exposed to your message.
As your customers share your content your potential market expands. Friends tell friends and quickly people become aware of your business. Your content creates excitement about your message, your business and your product or service.
Consumers want to be engaged and you should want your consumers to be engaged. Brothers Digital create content that encourages consumers to engage with your business and push your prospect through the sales process.
Content marketing for your website
The content on your website is vital to engaging your users and starting a meaningful conversation with them. Your content always needs to provide value and be relevant to the question your customer is trying to answer.
Creating valuable and engaging content for websites in something that Brothers Digital pride ourselves in. A user’s experience on a website should be 70-90% content. We guide our customers through creating quality content that helps spread their message.
We appreciate that content marketing is not one-size-fits-all. Different industries have jargon that needs to be understood and their customers have different pain points. We have a network of excellent content marketers to help us finesse a client’s content marketing strategy. Content marketing should always be considered, topically relevant and locally relevant and we achieve that by making sure every strategy is considered against those parameters.
Content marketing and SEO
Search engines are much smarter now and content needs to be smarter and more considered to appeal to both the search engines and customers. Keyword saturation and pointless linking will not do anything to improve your search engine rankings anymore. Your content marketing strategy must work hand-in-hand with your Search Engine Optimisation (SEO) strategy.
SEO needs content marketing and content marketing needs SEO. Both strategies need to be informed by the other. Content marketing cannot overtake SEO. The only way to have successful content is to have successful SEO.
There are overlaps between content marketing and SEO that marketers can take advantage of. Search engines respond to informative and relevant content that answers the question or query of their users. SEO relies partly on content.
How can Brothers Digital help?
Brothers Digital work with many clients from across many industries to get their content marketing strategy right. A properly executed strategy provides value for the customer but also for the business. We chart a pathway to meet and keep more customer with less investment than other forms of marketing.
Our content marketing strategies are guided by our proven 4-step approach.
Step 1 – The Consumer.
We work to learn everything we can about your customer to understand who they are and what makes them tick. We want to know the questions they want to be answered and what drives them when making decisions.
Step 2 – The Strategy.
We develop a roadmap guided by our consumer analysis to direct our content marketing activities. We create our theme or key message which will persist throughout all content and map out how we will help guide your buyer’s journey.
Step 3 – Implement. Create. Promote.
Brothers Digital put our strategy into practice and create informed, shareable content that will excite your audience. We work to find gaps in your existing content that may not meet the needs of your customers and work to fill them. We keep an eye on your SEO as well as your results and make sure we are responding to the needs of your customers in-line with the content marketing strategy.
Step 4 – Evaluation.
We evaluate our strategy in monthly internal reviews and quarterly client reporting. We review the content we’ve created and measure its success against pre-set objectives. Our team constantly reassess our objectives, needs and new organisational or market requirements to ensure we are always meeting the needs of your audience.