What is Content Marketing?
Also known as inbound marketing, content marketing is about creating a website that is a click and link magnet. It’s about generating high quality content that draws in users and inspires them to share, once they do, the results tend to snowball. So how does small business create great content marketing materials?
1. Great Content Marketing is Specific
The internet is jam packed with information; your goal is to draw in traffic by answering very specific questions very, very well. If your website is about work from home job opportunities, don’t just optimise a static page for “work from home jobs”, create a series of blog articles targeting specific questions that your potential buyers may have – answer them succinctly and with plenty of original information:
- How do I know if a work from home job is legitimate?
- What can I claim back on tax if I work from home?
- What do I need to do to start a work from home accounting business?
- What insurance do I need to work from home?
2. Great Content Marketing is Relevant
Find out what your potential customers like to read and write for them. It’s not always about marketing your business, it’s about connecting with the audience. If your work from home site has a high percentage of young mothers, consider their interests and build a bridge to your marketing message:
- Top 5 ways to distract young kids when you’ve got deadlines to complete
- Work/life balance when you work from home with pre-school aged children
- “Why mummy is always in the office” – How to explain your work from home business to young children
3. Use long tail keywords and share buttons
SEO is not dead, it just makes a catchy title so everyone is using it. SEO will never be dead because Google will always be a computer. Although search engines upgrade the way they see content, they will always need to “see content” so be sure to use common sense, standard SEO tactics when writing for search engines. This includes a highly relevant long tail keyword for every piece of content, proper meta tag optimisation and on page SEO and solid interlinking between articles for easy navigation and to ensure long term indexing.
Make sure it is simple to share your content through social channels by not only embedding all social media buttons but also by giving clear, simple instructions to readers to use them: Did you find this content useful? We’d love your share or +1 – click here now. Something so simple can now make a huge impact on search results.
4. Be your brand
Do your clients like to read funny content? Informative content? Persuasive content? Whatever it is that they want is the foundation of your branding. If you’re trying to be an authoritative and trusted source of information – and that’s why your users want – choose a “voice” to reflect that. Highly professional brands should write in third person, brands based on service should write in first. Informative articles should be completely free of colloquial language, sales information and of course, spelling and grammatical errors. Informal, friendly, empathetic articles can be in first person and have blatant branding information wrapped in a warm and fuzzy personal story.
5. Content Marketing Says it Right
Content marketing is about creating the best piece of content for the job. In most cases, this takes the form of articles, white papers, ebooks and web copywriting, but sometimes infographics, video content, web seminars, games and social media apps says it better than the same old article. Create richer media sources when:
- There are already ample articles on the topic
- There are complex concepts to communicate
- There are complex numbers or statistics to communicate
- The concept has a series of instructions to communicate
- The audience prefers to watch than to read
- Your product is visually exciting
- You are attempting to brand yourself
Content marketing will change the way we see the internet, will lift our expectations of websites and make webmasters work harder for our likes and links. The beauty of content marketing for small business is, anyone who knows their stuff can do it well.
About the guest author: Dana Flannery is a professional writer and content marketer at Talk About Creative, an Australian based Website Marketing firm. She believes Content Marketing is the new small business SEO – and yet some small business owners aren’t even sure what it is.
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