You know that content marketing is still king. In fact it’s the marketing fuel your business requires for rapid growth, and that’s unlikely to change and that means that it’s your job to create and share the types of content marketing that will attract new customers to your business and guide them through their buying journey which of course helps you improve your bottom line.
The numbers back up content marketing’s importance. Research shows that 91% of all B2B companies use content marketing, and the same is true of 86% of B2C businesses. However, only 63% of companies have a dedicated content strategy.
You can see the issue at hand. Content marketing is a must and yet doing it improperly – without a clear focus and strategy – can be a huge waste of time and money.
Blog posts are one of the top types of content marketing even though they are hardly revolutionary in the world of content marketing, yet a lot of local businesses still aren’t blogging regularly. Those who consistently create blog posts do reap the rewards:
For the best results, keep your blog posts tightly focused. Optimize them for local and voice search and make sure to use a clear, easy-to-follow structure in each post.
A lot of local businesses don’t bother with infographics and that’s a shame. They’re increasingly popular and perfect if you need to present a lot of data in a way that’s easy to understand.
While you might think you need to hire a professional graphic designer to make infographics for you, that’s not true. Online tools such as Canva, Visme and Venngage make it simple to create beautiful, shareable infographics.
Infographics can help you build authority and gravitas. They’re ideal for sharing on Pinterest, Instagram, GoogleMyBusiness and Facebook. If you’ve posted a data-heavy blog recently, consider transforming it into an infographic to share on social media.
You already know that customer reviews and testimonials are essential forms of social proof to use in your online marketing. However, if you handle them properly, they can also be part of your content marketing strategy.
Consider shooting video testimonials that tell a compelling story and give people a reason to buy your product or use your service. Testimonials can be posted on your website, emailed to your list, or shared on social media.
The term “case study” can be an intimidating one but think of them as in-depth customer testimonials. A testimonial will usually focus on how the customer feels about your business. A case study shows how you or your product helped a customer.
If you decide to use case studies in your content marketing, make sure to:
Case studies should be featured on your website. They can also be shared on social media.
Memes are perennially popular and can be useful as a form of content marketing – but there are a few pitfalls you should be aware of.
It’s not a great idea to share random memes that have nothing to do with your business. Instead, it’s your job to find a way to take a popular meme and make it relevant to what you’re selling.
If you’re not sure how to use memes, check out Hulu’s social media pages. They use memes all the time, and very effectively. You can also check out what your competitors are doing.
Video marketing is still very popular. You can produce videos cheaply using your cell phone and a host of free online tools or hire a professional to elevate your brand.
However, you don’t need to stop with traditional marketing videos. Here are some ideas:
There are many types of videos, so feel free to experiment and find out what resonates with your target audience, and be sure that what you share informs, educates or entertains your them.
Some of the best content marketing provides actionable solutions to common problems. People don’t follow their favorite brands on social media for fun. They do it because they’re expecting to get something in return.
One easy way to provide value is by creating checklists or cheat sheets for your followers to use. For example, if you own a coffee shop, you could create a checklist to brew the perfect French Press coffee.
You can keep the checklists you create simple or design them to be downloaded and printed. Either way, you’ll be giving your followers something valuable.
Writing an eBook can seem like a daunting task and for that reason, a lot of local businesses stay away from them. However, a well-written short eBook can help you attract new subscribers for your contact list and build authority at the same time.
Keep in mind that a lot of the eBooks sold on Amazon have 10,000 words or less. That works out to about 40 pages of content at 250 words per page. You have the option of writing the book yourself or of hiring a professional writer to do it for you.
Keep in mind that your eBook should be relevant to your business and valuable to the target audience you want to attract. eBooks are best used as lead magnets. You can advertise them on social media to get people to download them and subscribe to your list.
Ian Cantle is the President and Marketing Strategist at Outsourced Marketing. His 20+ years in marketing and communications in a variety of industries has provided him with a unique perspective on what works and what doesn't in Marketing. Ian founded Outsourced Marketing to fill a gap in the marketplace between businesses and sound marketing strategies and marketing systems. His goal is to take the mystery out of marketing and show business owners how a systematic approach to their marketing can provide exceptional results while easing the burden on them. Want to discover the Outsourced Marketing difference, book a free discovery call or call us at 905-251-8178.