Content with your Content?

Category: Content

Monday August 10th, 2015

We live in a world where marketing revolves around content. There is so much content out there that good, appropriate content is becoming increasingly important. It’s no longer enough to simply have a digital presence – you need to offer great digital content if you are to excite, engage and encourage your followers and fans to buy (or get others to buy) from you.

So what do you need to do? Here are a few pointers to kick-start your content marketing effectively:

1. Decide what you want to achieve.

If you don’t know what you want to happen, you can’t possibly develop content that will deliver. Do you want to improve brand awareness? Generate Sales? Promote specific services?

2.  Identify your key targets.

What will excite and engage them? It could be free stuff, useful information, sharing their information, special offers or simply just being reminded that you are there. And then consider point three …

3.  Find the best content platforms.

There is so much choice! Identify where your targets hangout – not when they’re selling, but when they’re buying. This could be:

On your website – regular blogs to show that you are current and have a perspective on what’s going on in your industry.

In discussion forums – regular posting on sector relevant sites and sharing sites will enhance search engine optimisation and also help to position you as a key player.

Social Media Platforms (remember rules of thumb – Instagram and Pinterest for visual, Twitter and LinkedIn for B2B, Facebook for B2C and Retail).

Email Marketing – yes, sharing information directly into inboxes does still work! But you need to ensure that your content is appropriate. Most important of all is your subject line which is the trigger to getting the email opened in the first place.

4.  Design the right content.

We’ve mentioned appropriate content but what does that mean? In truth, it varies depending on who your target audiences are but key considerations are:

Share information that you feel is useful. If you offer a perspective or comment on it, it will be more useful as you’re engaging with the information.

Sell your products and services. It’s ok to sell sometimes, but don’t bombard your followers and fans with sales content. You need to add value and mix it up a little.

Recommend other products and services. Support your followers and fans.

Give testimonials. It supports others and will help you become more visible

White papers providing industry insights are great for sharing. If you are able to develop these (in conjunction with industry partners if it’s easier) they’ll reach far and wide.

Case studies supported by statistics and client quotes to support your offering

Infographics and images are particularly strong for the likes of Instagram and Pinterest but also work well on Twitter and Facebook.

Video content increases the likelihood of a reader clicking through to contact you by around 80% – an introduction video on your homepage, or a how to series on YouTube may be appropriate.

5.  Be Consistent.

Probably the most important point of all. We hear stories of businesses tweeting for a month and then giving up because the business hasn’t doubled in size overnight. Content Marketing isn’t a quick win. It’s just like any other marketing activity – building up your brand awareness and credibility over time. So plan it, do it, measure it and keep at it.

If you need help with any aspect of your content marketing – whether planning, delivery or both, then contact Darren Joslin on 07904 729584 or email him via




image courtesy of David Castillo Dominici/