Google search results that attract new customers
SEO visibility and excellent Google search results are the primary goals of any content marketing strategy. The more highly ranked results you get (usually pages with content marketing articles), the more site visitors you will have. Your brand is strengthened, and more customers and prospects will find you.
E-commerce companies can increase their online sales, and use content marketing to grow their customers’ knowledge of, and interest in, their products. Combining content marketing with social media marketing and newsletters opens up the potential for new leads even further.
Companies that are in a niche B2B market can not only use content marketing for greater online exposure. Having truly relevant customers visiting your site, perhaps several pages, with a long average time of page, can be a more valuable goal than trying to get as many new visitors as possible.
Do you have your customers’ perspective in mind?
It is good to think of your content marketing as if you were a publisher. In order for content marketing to work, it has to appeal to your target groups. What do your customers actually want to know? What questions are they asking? Does your content answer those questions?
No company would claim that they are not customer-oriented, but that needs to show in your content marketing. Marketing of one’s products, services and organization can become too self-centered, which in turn makes it irrelevant to the customer.
The more involved and engaged your coworkers are in your content marketing, the better. You all have your different roles and skill sets, but also different insights on what your customers want and wonder about. Let your coworkers contribute with ideas and material, to remind themselves and each other that what you market and communicate needs to capture the interest of your target groups.
Content marketing gives you a more customer-focused flow of communication
Anyone who has ever worked with newsletters, customer magazines or social media knows the challenge of sustaining a steady flow of news to present as part of your marketing. News is also short-lived by definition, which means that it rarely builds lasting value for you or your customers. Customers and prospects may receive your newsletters and follow you on social media, but still only visit your website for contact information.
Once you start working with content marketing, you create a continued flow of customer-focused communication that makes your website more active and thus more attractive to visitors. It will provide ideal content for your newsletters and social media channels, as well.
Unlike traditional ad campaigns, which are generally short and aimed at producing fast results, content marketing keeps generating value over time. When you focus on subjects and issues that are of great interest to others within your industry, your content marketing can remain appealing and relevant for a very long time.
How content marketing helps your sales team
Your sales representatives will likely have a lot to contribute to your content marketing, given how closely they work with your customers. The content you produce can be used by your sales team to further improve your sales offering, and show your expertise in a certain field (general or highly specific).
Content marketing is an excellent way of describing the work you do, how you do it, why you work the way you do, and not least how all of it benefits your customer in one way or another. It gives your potential customers an opportunity to better understand your business operations, and how you may help them pursue their business goals.
Content marketing showcases expertise and talent, both externally and internally
Whenever possible, tie your content marketing to the people – the experts – in your organization. They do not have to write the articles themselves, but they should ideally be the official authors of the articles you produce. After all, the content of those articles stems from their knowledge, insights and ideas. It will, quite literally, put a human face on your work, and give your content marketing a more personal touch.
This is also a great way of showcasing the talent of your company, not just to your customers and prospects but within your organization. Content marketing allows you to clearly demonstrate that your coworkers are knowledgeable representatives for your company; something that can also help attract new employees.
Want to get your content marketing off the ground? Are you already working with it, but want some help or input? Together, we can work on a strategy that suits your needs, reaches your customers, and strengthens your market position. Contact us, and let us know what we can do for you!
Do you also want to have top results on Google?
At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
That’s us
Now we're curious about you.
What do your business needs look like, and what can we do to help? We look forward to hearing from you!