Content marketing is no longer the bright-eyed newcomer to the digital marketing scene. It’s now established itself as a powerhouse of marketing, becoming the cornerstone of many companies’ digital marketing strategies. More and more companies from all sectors and of all sizes are recognising the value of content marketing to their brand. As one of the UK’s leading content marketing agencies, we’re often approached by eager marketing managers and directors looking to learn more about how content marketing works, and how it can work for their companies. During these discussions, many of the same questions crop up. How many of these content marketing FAQs would you like answers to?
What’s so great about content marketing?
Content marketing holds many benefits. First, Google and other search engines have been rewarding sites that post useful, original content – so if you focus on this you’ll climb the rankings. Second, it brings in more shares and impressions through social media. If you aren’t posting new content on your site, you’ll have no choice but to share the same old pages each time – not something that your followers are interested in.
My business is in a boring industry. Is it even possible to write engaging content for my brand?
We answered this question in detail here, but the short answer is yes – if you post content that your target market will care about. If your business sells kitchen appliances, don’t spend hours putting together content such as ‘five signs you should upgrade your kettle’ or ‘how fridges work’ – instead, post indirectly relevant content – recipes, information on how long food lasts in and out of the fridge, ultimate kitchen wish lists and speculation about the crazy kitchen appliances of the future. Ensure that any content fits the tone of your brand, of course.
How do we measure the success of content marketing?
The success of content marketing can be measured in different ways. The variables you choose to track ultimately depend on your goals. Do you want to increase email newsletter sign-ups, social media followers or online sales? All of these can be measured and tracked. You can also measure bounce rate, the number of visitors to certain pages of your website, how long they spend on the page and how they reached it in the first place.
Our marketing budget is very small. How will content marketing work?
As with almost every type of marketing, the more you spend the greater the chance of a higher return on investment. However, the versatility and flexibility of content marketing mean that it’s suited to budgets of all sizes. You can adjust your spend from month to month, or change the emphasis of your strategy to suit the seasons. For example, you may wish to dedicate more time to posting original content in the build-up to Christmas, and use social media to draw attention to your January sale. The benefits of content marketing accrue in the long-term as well as the short-term. Well-written, evergreen content will continue to generate a return for many years.
How do I get started?
There are two paths you can take. First, you can produce content in-house. Although an attractive option, in-house content creation is time-consuming, and unless you have some fantastic writers and creatives in your marketing department, your efforts could fall short. Second, you could work with a content marketing agency. It’s our job to create relevant, engaging content for your website and newsletter. We’ll work closely with you and respond to your feedback to ensure that we’re delivering exactly what you’re after. Our writers know SEO, social media, and content inside-out – so you can count on your content being effective. Speak to us to learn more.