Beth's Box

A Guide to Content Marketing

13th May 2018

As a blogger content marketing is the lifeline of your blog.  However, there are problems afoot.  How can you successfully market your content if the content you write is anything less than amazing? The same applies to businesses, how can you market your services effectively if your content is doing you a disservice?

Are you a little baffled now?  Never fear, for I am here, and I’m going to share with you a few little golden nuggets I’ve picked up during the last 9 years.   Think of it as a step by step guide.  Follow this and you won’t go far wrong.

Think

Your audience is the first thing you should be setting out before you even put pen to paper (or fingers to keyboard).  It’s no good writing an article about potty training if you want to market to travellers, unless, it’s an article about potty training while travelling. 

Likewise, it’s not good practice to write an article on family life if you own a Business to Business Service.  Your existing clients who already have a relationship with you may enjoy getting to know you, but chances are new clients aren’t going to be looking for personal information.  They want you to get the job done.

It may even be a good idea to outsource articles to raise awareness of your brand.  There are plenty of options for affordable Blogger Outreach out there. 

Research

I’m going to use the same two examples as above. 

A quick Google of the term ‘potty training while traveling’ brings up a fair few results so it’s definitely worth researching exactly what potential visitors are looking for and already finding.  The first page contains post after post giving tips on potty training while traveling – you need to make your content stand out.  Why should I read your post instead of theirs?  Using an SEO Keyword research programme, there don’t appear to be many searches per month, so you may not get many visitors.

For a business to business service, you need to think about the services you offer.  You need to show that you are knowledgeable.  SEO still matters because potential clients will still use Google for search terms, showing you are knowledgeable about the service you are offering though, is key. Who is going to hire someone who doesn’t know what they are talking about?

Plan

I always start my posts with rough ideas.  My plan includes key points I want to use, often in bullet points.  I later turn these bullet points into headings and paragraphs (exactly what you see here).  It doesn’t take long to plan and really helps keep your article’s focus.  An article without a focus is just dead weight on your website.  It has no value, no purpose, and drives visitors away from your site.

It’s always useful to set yourself 10 minutes to plan your blog post, that way, you can’t get too far off track.

Write

This is probably the part that causes a lot of people problems.  Just writing.  If you already have a plan, though, you have done the hard bit.  You know what you are writing about. 

Don’t worry about spelling and grammar as you write, you have spell checker.  Worrying about this here, will only inhibit your creativity.  Although, for this reason I would recommend writing you post in Word or another similar programme that can check your spelling and grammar.

If writing really isn’t your thing, you can outsource this to a freelance copywriting service.  It does help to have your plan in place then the freelancer will spend less time and the service will be cheaper for you.

SEO

Content written?  Check.  Then we’re ready to hit publish, right?  Wrong.  Before you hit publish you need to make sure your SEO is up to scratch.  If you skip this step you will find that search engines won’t be your friend.  They won’t want to send people to read your amazing, well written, well presented content. 

If you use WordPress, there are a number of great SEO plugins you can use.  Some are free, others you will need to pay for. 

There are a few things you will need to think about including link building, keywords, images with alternative text.  The web is like a spider web, each website links to another (or several other) websites creating a web for search engines to follow.  If you link build efficiently, search engines will love you.

Promote

Everything above complete?  It’s time to promote.  Promote your content across Facebook, Twitter, Pinterest.  If it’s good, people will read it and share it.  If it’s useful, people will link to it, helping your rankings in Search engines.

The benefits of knowing how to market your content efficiently far outweigh the time spent following these tips.  There are plenty of content marketing tips available around the web, some are more detailed than this one. 

It would be a good idea to get your content marketing sorted before you worry about anything else.

Have you learned anything from reading these tips? Have I missed anything?  Let me know what you think in the comments below.

 

1 Comment

  • Reply
    Rhian Westbury
    14th May 2018 at 6:33 am

    I don’t think enough people think of their posts as content marketing, and even though I know to optimize I rarely do which is bad x

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