When you first decided to start a business, you were probably so focused on bringing your product to market or figuring out all of the logistics of your service that you didn’t think much about your marketing strategy. If you’re like a lot of entrepreneurs, though, you quickly found out that having a great idea isn’t enough to get your business off the ground – you have to get the word out and build brand recognition and trust with your target audience.
Content marketing is one of the very best ways to generate leads and convert them to clients or customers. If done right, it can add value to your brand, increase your credibility, and build your reputation. So how can you do all that with written content? Follow these tips.
IT’S NOT JUST ABOUT THE KEYWORDS
Content marketing can help with your website’s SEO (search engine optimization). For example, if you add a blog to your website, you have the opportunity to naturally populate your posts with the kinds of keywords and phrases that your target audience is searching for on Google and other search engines.
If you really want to get the most out of your content marketing efforts, though, you need to understand that you’re not writing for search engines – you’re writing for people. Your goal should be to get more people to visit your website, read your content, and find it informative and useful. If you write a bunch of generic articles that no one wants to read, it doesn’t matter how many keywords you include. People might find your page because you got a temporary boost in search results rankings, but they won’t stick around. Your bounce rate will go through the roof, and your reputation will suffer, too.
GIVE YOUR AUDIENCE SOMETHING FOR NOTHING
Offering useful, insightful, and/or entertaining content in blog posts on your website is a great start for your content marketing efforts, but it’s only the beginning. Offering a free e-book through a landing page on your website is a great way to give your potential customers something for nothing, and it can be a great way to improve your brand exposure and recognition, too.
Basically, you’ll write a guide, whitepaper, or e-book on a topic that your audience is interested in. Then you’ll give people the chance to get it for free if they opt in to your email list. Once they’ve opted in, you can continue your content marketing efforts with regular newsletters and/or follow-up emails, thereby taking your content marketing game up another notch.
YOU DON’T HAVE TO DO THE WRITING
You’re probably thinking, “But where will I find the time to do all that writing?” And you may be worried about the quality of your writing, too. After all, just because you’re an entrepreneur with great business acumen doesn’t mean you’re a professional writer.
Well, there’s good news – you don’t have to do the writing for your content marketing campaigns. Instead, you can create an editorial calendar of the content you need over the next weeks and months and hire a freelance writer or a writing firm to provide you with professionally written blog posts, emails, e-books, social media posts, and more.
Offer quality writing that your audience will find valuable, and you can greatly increase the flow of meaningful traffic to your website. You’ll generate more leads and make more conversions, and you’ll notice great things for your business. Good luck!