23 Mar C is for Content Marketing; Caroline spreads the word
Before putting pen to paper (or fingers to keyboard), content begins with the strategic thinking and research that is needed in order to bring it to life. This is Content Marketing – a form of marketing that cleverly communicates a message, educates and provides value to its targeted audience. It’s carefully thought out, planned; not improvised. Then it’s put into words, a graphic, or even a video that will ultimately raise a brand’s profile and influence behaviour.
Types of content marketing
Where to start? This is literally ANY content that will influence an action, whether it provokes a discussion, a purchase, a click to a company website or the sharing of content online – these are all direct results. Take Unilad for instance, which publishes funny videos from around the world. How many times have you heard someone say, “did you see that video from Unilad?”, or even shared one of their videos on Facebook? This is an example of the type of content marketing that works, and clearly has a big impact.
Here at RONIN, we work non-stop on content, even this blog is an example – we hope it influences you to work with us. Other examples include; web copy, press releases, email newsletters, flyers, infographics, videos, social media, white papers and so on.. the list is expansive.
Broadening your horizons
I would emphasise that once you have researched your audience and have a clear message you want to deliver, think about how far you can go to amplify the reach of your content. Ensure your message is consistent across multiple platforms. For example, you might write an article for a magazine, which can then be tweaked for a blog, and then promoted across social media. And perhaps you could make an infographic to represent an element of that story. There are so many opportunities to attract your audience using the right content, so why not?!
Successful content marketing
You might not realise it but content online contributes massively to the performance of your website SEO and makes your brand ‘found’ more easily on search engines such as Google. I’m going to use an example of our own work here which you can test for yourself and see the evidence.
We regularly write content for Proctors estate agents, which includes the blogs on their website. Our blogs are strategically planned for the year – using tools, we have found what people are searching for on Google related to Proctors’ marketing objectives. From this we have created blog topics that tap into these most popular search terms. As a result, Proctors often ranks on the first page for Google for the targeted search terms. For example, go to Google now and type in ‘Nurseries Beckenham’, or ‘Restaurants in Petts Wood’– you’ll see that Proctors is on the first page. You will also notice that the nursery blog was written in 2016, an important indication of how influential content can be over an extended period.
This brings me back to my initial message, that strategic planning and research is key to creating the most influential content marketing. Once this has been mastered then all you need to do is spread the word.
If you would like to find out how we can help you drive your business through content marketing, contact us here.