How does content marketing work?
Content marketing is used by even the most powerful global companies such as Coca-Cola, Ikea, etc. Why would your company be any different?
In essence, this technique involves communication with your potential customers through content. Content must fulfil the following requirements:
- That the audience enjoys it, and
- To demonstrate to your audience that you are the right person for this business.
However, combining these two “simple” factors could be a bit tricky to obtain. Here is how to do it.
1. Provide a solid basis for the content construction
To create a good content it is necessary to invest a lot of time and energy. But even before that, it is necessary to provide a reliable platform with a domain you own and which you are able to control. In plain words, you need a reliable
web hosting with CMS for easy content management.
2. Set up a deep foundation
The basis for your platform should be your audience’s interests. Before the web project starts, it is necessary to carry out a competition and keyword research.
After that, you adapt the content to the theme and create landing pages based on the results.
3. Ensure that your content is worth reading
Lengthy content is not enough. It is worth reading only if people actually read it and if it offers them some value. If the content does not get enough likes or social shares, if it reduces traffic and increases bounce rate, all those
are indicators of its poor quality.
Good content right from the title attracts the attention of the audience, focusing on problems that readers have, is made to engage and hold the user attention.
To check how efficient your content is, use web analytics as a key tool for content promotion.
4. Ensure your content
Make sure your web hosting provider takes safety seriously and protects your website from hackers.
5. Do not leave your great content in bad company
Though your words may be brilliant, if you put them into an amateur, unprofessional design, your readers will abandon you. Show your readers they matter to you by offering them a professional website design and great UX.
6. Create content that attracts wider audience
Your main content should suffice to build strong relationships with your potential clients. However, it is necessary to find more readers for your content. This means that you need to create content that will attract and expand your
audience.
First of all, you need to be skilled in finding interesting topics and writing headlines to attract attention. There is no need to go too far with the headlines, always make sure you fulfil all the promises and offer answers to the
questions from the title, or you will have the opposite effect.
7. Build mailing and newsletters lists
The content on the website or a company blog is fantastic for getting attention, but email lists are a better solution for establishing deeper connections.
E-mail has the best influence on customers and attracts their attention better. If you want to direct users to a specific action, just send them an email.
8. Create the content for a long-term commitment
The next logical step in expanding your content availability is guest posting or guest blogging.
Posting on other websites offers your content to a much wider audience spectrum. Besides that, you can use other promotion channels, such as webinars, interviews, videos, which can put you in the sight of a new audience.
Just remember that, whichever channel you use, you should send readers to a website with fabulous content, which is in your control. Other websites should be just a “bait” to attract new audience to your original website.
9. Do not wait too long to make an offer
If you use content marketing, do not forget the marketing part. Your content is directly bound to your business, make sure the audience knows everything about it.
Well-designed landing pages should explain the audience the products and services in a manner that makes their purchase easier. These pages have to be clear so that there is no need to look any further.
Whatever the offer on the website is, make sure that it aligns with what your target audience wants (not something you think they want) and that there is a clear and simple call to action on the website.
10. Go to social networks when you have something worth mentioning
Do not make an announcement on social networks if you have nothing to offer to your audience. All black-hat methods, such as buying likes and attracting users through click-bait titles, can deter your prospective visitors and negatively
affect your progress.
The social networks audience will begin to grow only when you offer them something truly valuable. Do not rush to step 10 if you have trouble with step 3 (ensuring your content is quality reading).
Content marketing is not a short-term game that brings instant results. Rather, it is a long-term strategy to build an audience that contributes to and keeps your business running.