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Content marketing, what is it?

So you may have heard about content marketing and you want to learn what it is – what is content marketing?

Content marketing is the process of creating and publishing regular, valuable and consistent content written for a specific understood audience. It is a strategic marketing approach that works by you providing your expertise and solutions to recognisable problems and questions that your customers need and putting that information in an easy place to find such as blogs or article marketing sites.

Content marketing can be done in a number of ways, from creating extensive how-to-guides, social media posts, videos, images and the use of infographics and webinars.

The importance of content marketing


What is the importance of content marketing for your business

Now that you hopefully understand what content marketing is, let’s identify the benefits of content marketing and the importance of content marketing for your business.

Today most businesses online have some sort of content marketing strategy, it’s no secret. Whether this strategy actually is an effective and well thought out strategy or even a fully understood strategy is another story, but when a content marketing plan is executed correctly, which includes topic research, careful consideration, keyword research and alot of time and effort, you can gain many benefits for your business.

By creating valuable, high-quality content you will be able to provide solutions to your customers problems and present your expertise in your area of business.

By doing this you will gain your customer’s trust, you will also build relationships and draw in traffic to your site from search engines which will be relevant and an audience that is interested in the type of services you have to offer.

You will build a community of loyal customers and provide a reason for people to return to your site, you will also be creating fresh content for you website for Google to index, and will love.


All of the benefits mentioned above will have further advantages to your business

So for example having regular traffic coming to your site will help with your SEO – search engine optimisation, it will boost your website’s search engine ranking performance. If people stay on your site for longer reading your articles and are interested in what you have to say, Google and other search engines will then see that the content they are delivering to the user is relevant and valuable. This will be a key indication to their algorithms that they are delivering the right results which means higher rankings for your website.

When your search engine rankings improve more people will see your articles which then creates more brand awareness and exposure. It will create a potential for those readers to share your content- people sharing your content should be the main goal with any content marketing strategy.

When an article is shared every account and person that is linked with the sharer’s account can see your article, which will create exposure for your business and content marketing strategy.

Sharing your own posts on social media will also give your readers an opportunity to write feedback and communicate with you, you will be able to get to know your customers and form relationships with them online.

The process above will become a great lead generation tool and make you stand out from the crowd, you will be able to compete with your competitors in a way that just would not be possible without an effective content marketing strategy.

By producing these high-quality, valuable articles and content, people interested in the type of things you talk about and people that have blogs of their own about a similar subject will possibly use your articles as references to their own claims if they like and agree with what you are saying.

One of the core elements to SEO is gaining high-quality and relevant links to your website, every good quality link your article and website gains from any reputable good website will increase your search engine rankings.

So clearly you can see the importance of content marketing to your business, if you are still not convinced here are a few statistics that may change your mind.

Content marketing statistics infographic


The marketing world has moved forward

In 2017, many people online are much more savvy than ever before, they know when they are being marketed to and they are constantly watching out for scams. Most internet users will have advert blockers integrated with their browsers and even if an advert appears on a users screen, they are much less likely to click on it making it much harder for any business to advertise to their customers.

The older methods of marketing are no longer as effective as they once were. Content marketing has now become the lead marketing techique online.

How you can get started and can use it to grow your business

To start content marketing is fairly straight forward; set up a blog, write some articles or blog posts and hit publish. If you have read what was discussed above, you should now have a pretty good idea on what sort of thing you can do to start content marketing and the benefits for your business, however just writing content on any subject that pops into your head could be a good start but there are a few things that should be mentioned to help you succeed in your marketing efforts.

You really need to research your topic to find out what people are actually looking for and the keywords you plan to use. If nobody is searching for the information that you are going to provide, your time will be completly wasted. There are fantastic, valuable tools for this, some are free and some cost a monthly subscription. As this article is targeted towards the novice marketer, Google adwords keyword tool is one I personally recommend and use and is free- this tool may not be the best one out there in everyones opnion but it does what is needed and gives you some very valuable insights to what people are searching for and the competition for the keywords you choose.

Another tip that I think is important to mention is checking the competition. You really dont want to spend a number of days writing an article for you to be up against competition that you just can’t compete with. At a novice stage, my advice would be to search for articles similar to what you are planning to write about and see what is working, what has been shared the most times, what is in the first 10 results and analyse them. If you are able to produce content that could compete with it, great! Let’s think about how you can then add a unique swing to your article and provide something of value that the other articles are not, this is the basic technique that has been proven to work called the skyscraper technique- feel free to research this tactic on Google for further information. Also, make sure you include a couple images to split it all up and back up your article, massive text blocks are a big NO NO, make your content easy to read and interesting.

My last tip on this subject would be that your articles or blog posts need to be of a decent length and written well, try to aim for articles between 1000 – 2000 words in length and really written to provide value to the user. The only thing left to do then is to make sure your keywords are naturally included throughout the content, make sure your keywords are in the titles, meta descriptions and a few times throughout the main content.


Your content can go further, how you can further make use of your content marketing efforts

Producing high-quality content can be hard work, it involves fully researching your chosen subject and finding out what type of content your readers are most interested in.

Once you have produced some good content, you can post your content onto your own social media accounts or even use them in an email marketing campaign.

Other ideas for reusing your content is that you could offer ebooks and valuable content in exchange for an email address to build an email list.

I understand that not every business has the resources and time to create high-quality and well-researched articles. If you are sitting there reading this thinking ‘I just don’t have the time for that’ then I am here to help.

Webbro web designs can become your content markting provider .

Find out more about our content marketing services – click here now


So that was a lot of information, right? Let’s go over it all once more in a digestable list – Your checklist

  • Keyword research
  • Topic research – are people searching for your article?
  • Careful consideration on what you will write about and what your target audience will be interested in
  • Valuable content – provides a solution
  • Don’t write promotional content – concenrate on helping the reader with real problems
  • Aim to create shareable content – include share buttons – share your articles on your own social media channels
  • Keywords found throughout the content – don’t spam the keywords they must be natural
  • Content length – 1000 – 2000 words
  • Is the content easy to read? No big text blocks and does you article include seperate paragraphs
  • Are there some images to make the content more interesting?