These lessons serve as an overview to content marketing. Only you can define the specifics for your business. Every business is unique and has different goals and objectives, skills and resources. All content needs to serve a purpose. All content should be proactive. Your content marketing needs to support your business objectives and help you to achieve your business goals.
Content marketing is challenging. It can also be very rewarding as your business will develop more expertise simply in creating the content and the content itself will enable you to project your expertise into your marketplace. Content creation is a fabulous springboard for many of your other business activities. Content projects your authority and your willingness to be helpful, valuable and even entertaining to your audience and this helps to secure business.
So what exactly will your content be? What will it look like? Who will create it and pull it together? Here are the base level content categories that you need to consider.
Content Marketing Central – Your Website
Your website is at the core of your content marketing. It has detail website pages and landing pages. It is a place where people can go to conduct research on your business, your products, and your services.
Ensure that your website comes first.
This is a great place to focus after your website. This category includes:
- Product Specifications
- Products Guides
- White Papers
- Case Studies
- Digital Magazines
These materials serve a very important purpose as they enable you to gather leads for further engagement.
Communication Engagement & Continuation – Your Blog
This is where you can build up and present a body of work on your topic designed to delight your audience. Search engines love blog content so this helps to establish your business in search (exposure). You keep your existing customers and potential customers up-to-date on industry news and new opportunities for them.
Relationship Building Content
This is important as it helps you to stay in contact with people that are not quite ready to engage. It lets people know that your business is still around. Examples are:
- E-Mail Campaign
- Blog RSS Feed
This is a big area for some business and perhaps not so much for others. If you can see that many people reach your website with a mobile device then you will need to support these visitors properly. For some businesses this is an obvious requirement (restaurants, inns and B&Bs, taxi companies, retail stores). You need to have content that creates a good user experience. If you don’t and your competitors do then you have to ask yourself what is the value of this lost business.
Social Media Content
This content can not be as detailed as the content on your website, blog or for your lead generation. It is content that needs to be entertaining and engaging. It needs to help people to reach your blog, website and to get them to sign up for your lead generation content.
You need to be active in this area without being pushy or intrusive.
Other Content Pieces
- Online Ads
- Press Releases
These can be great add-ons to any other aspect of your content marketing. These can be fun and engaging but either require more time and effort or have less impact then the items listed above.
I hope that these materials help to make your websites, blogs, social media presence and all your content marketing serve you better. You can dominate your niche with delightful audience-pleasing content and this will translate into business success.
Thanks for reading!
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