Driving Customers to Your Business with Content Marketing

People consume content faster than ever before. The Internet makes information readily available and companies must supply or die, but how exactly do you drive new leads with content marketing?

With thoughtful planning and strategizing, content marketing is among the best investments for small businesses in Holyoke and around the world. Dollar for dollar, it is the most affordable method of driving targeted customers directly to you online. According to Forbes, the most effective media marketing strategy includes a two-year advance content plan. Think about this for a moment:

Successful media marketing is not about frenzied content production. Viral media is the magical combination of delivering the right content to the right people, at exactly the right time.

·         Approximately 60 percent of consumers actively look for products or services after reading the company’s online content.

·         Quality content drives triple the traffic of paid ads.

·         It is nearly 40 percent cheaper to attract customers with content than other forms of online advertising. 

Develop Content Marketing Strategy

To drive online prospects to your business, you need to sit down and develop a content marketing plan. According to the Content Marketing Institute, analytics is vital to knowing what content will attract your target audience and engage them. Data about their searches and demographics will give you the insight to nudge them down the sales funnel. Here are some tips to help you create a content campaign:

·         Finding Topics

Regardless of how you decide to generate new topics, make sure that they are valuable and interactive. Audiences respond best to content that ignites debate and conversation. Create a list of goal-specific topics and score them by value and quality. When content solves immediate problems, it is most valuable to people. When it is of good quality, people trust and share it.

Gather as much information as you can about your audience and their habits. Find out how they arrive at your website, use internal search to gather keywords, review Twitter feed topics, and analyze customer feedback to collect useful data for topic generation. Create a spreadsheet to organize the information and find common topics and themes to inspire content.

Use analytics to identify the reach of each topic. You will see how many care about your topic and find it relevant or useful. If there is obvious interest from many, the potential reach of your topic is high. Prioritize your list accordingly and narrow it further by eliminating those unlikely to perform well.

Check that your topics align with your content marketing strategy, as well as your overall advertising campaign. Creating quality content is just one aspect of media marketing. How you distribute your content is the difference between success and online irrelevancy. Every content marketing campaign needs a strong distribution plan, as well.

·         Identifying Consumer Searches

Search is much more than using Google’s search bar. Keywords are pivotal, but the more you know about your target audience and their search habits, the easier it is to create content that matches their needs and wants. People are different, and they find online brands in different ways. Some use search engines, others rely on reviews and forums. Still others follow links until they find their needs met.

Making sure that prospective clients find you whichever way they choose to search involves detailed information about the devices they use, the links they click, the sites they visit, their location, and much more. Tracking, gathering, organizing, and utilizing this type of data requires comprehensive campaign analytics. Consider investing the small sum necessary to maximize your content generation tools.

·         Researching Keywords and Viral Content

Keywords and shared links are the lifeblood of inbound marketing. Keywords are crucial for relevancy and SEO, and shareable content will bring new visitors to your website, but how do you know which keywords people are searching for and using? Search engines index your site by crawling the keywords on your pages. This ensures relevant search results based on the exact content and its purpose.

There are two ways to identify keywords to use. You can research those that searchers are using, and you can structure content around those you choose to optimize for search rankings. The latter option is more thorough, but you should implement both approaches when you create a content campaign. You should also gather keywords and viral content ideas from several different sources:

·         Ask the people around you, including prospects, existing customers, employees, even family and friends. Anyone familiar with you or your business can provide valuable feedback. They know your products and services best. What are their ideas, questions, current debates, concerns?

·         Use social media to drop in on people’s conversations. Knowing what consumers are talking, moaning, or asking about is crucial insight to have. Social networks allow you to customize your feeds. You can find trending topics on most platforms, and follow niches, groups, and people.

·         Keyword tools make finding popular search phrases, words, and questions much easier. Google’s keyword tools are particularly insightful, but any knowledge about what people type into the search bar will be enormously helpful.

Create Content Campaign in Holyoke

Content marketing is time intensive, resource consuming, and highly effective if done right. Worth every cent and effort that Holyoke companies invest in it. However, if you produce irrelevant, useless content, or distribute it thoughtlessly, it is unlikely that many will find themselves on your website. To avoid this tragic scenario, subscribe to our newsletter for small business content marketing tips and tricks.

About the Author:

Jason Katsoris

Owner of Holyoke Marketing Company

Jason is a jack of all trades as he has experience as a web developer, account manager and marketing coordinator. He graduated from American International College with a Masters of Business Administration in 2012. Jason dabbles in just about everything from designing websites to creating high converting email marketing campaigns. He has experience working with Adobe Creative Suite, Google Analytics and DiVinci Resolve. Outside of work, you can find Jason outdoors, skiing, or hanging out with his German Shepherd.

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