“Without content, we are empty”
All digital marketing channels require a high factor of uniquely written, client engaging, informative, and industry-relevant content. Whether you are writing an article for your website or a 3 line text for your PPC Ad, your content should be as individual as possible. Content can be entertaining, inspirational, or educational to make a massive impact on the user’s that are browsing your website.
The desired effect of content marketing is to grasp your user’s attention and keep it, to direct them to other pages on your site, or convince the user that your services or product are exactly what they have needed to satisfy their business goals. We need unique content written on our website to first help us be noticed by Googles spiders and rank our site on their first page. Googles spiders crawl every page on the internet looking for content that stands out from the crowd. Clever, innovative, content writing will alert Googles spiders to your knowledge in your industry, and prove your authority to the user when it comes to their moment of purchase. Done correctly, Google will begin to rank you above your competition in its search engine results page’s (SERP’s).
To mentally stimulate your user and draw them into engaging with the content you produce, you can make them more familiar with your brand, prompting them to remember you when needing your services. If you can get a potential client chatting about your brand over social media, or better still recommending you, then you may have created a number of clients for your company.
Deciding on content to use
The content you will be using will generally be informative for potential clients, and the more reliable your knowledge is, the more trust will be gained. The content can have many different writing styles from humourous content to serious factual content. This depends on your brand and service’s you provide as to which style you will be using.
High-quality content is ranked in Googles higher pages rather than web pages that haven’t really been thought about, and how they are going to help the user understand your brand as well as sell your product or service.
Using our content to match your brand with your business is needed for our clients to make a connection between the two. Brand awareness will come in to play whenever a client thinks about your services.
Once your website is full to the brim with outstanding content that you are happy with, it is time to publish your site. Once your site is indexed, Googles spiders crawl your site content to start building authority on your site. This begins to start pushing your site up Googles rankings. Another way to complement this is by starting your social media campaigns and getting your brand noticed on as many different channels as possible. Creating Facebook and Instagram business pages and start using Ad campaigns is a superb way to get a user to click through to your website. Google also takes into consideration the click-through rate (CTR) in determining where your page or site belongs to your competition.
You should not just concentrate on plugging your products, services or brand. Content marketing can be used to really connect with potential clients by educating them about other subjects not necessarily related to your own industry. A bit of mental stimulation never hurt anyone. You can present this content in the form of white papers, how to guides, and video posts to build value around your brand. Whilst using these techniques you demonstrate leadership and brand positioning.
Getting your content campaign objectives right early on is crucial as you will not see any results from the search engines for a while and constant updating of your content will be needed. Your objectives could be brand awareness, boosting online sales, building awareness for an online sale, educating potential clients, or improving customer satisfaction.
There are stages in how users decide what and when to buy, that have been thoroughly researched and it has been broke down to 4 stages. These are-
- Stimulus – This is either an offline or online advertisement or conversation with a friend that has alerted the user to a certain product or service. Whatever is the first point of awareness for the user.
- Zero Moment Of Truth – This is believed by Google to be the point when the user starts to go online and read reviews, starts comparing different brands, engaging with social media to see other peoples thoughts, and gaining more knowledge of what they are looking for.
- First Moment Of Truth – The user phones a store, visits a showroom, contacts a supplier, or emails an online company to find out information from qualified staff to answer questions they may have.
- Second Moment Of Truth – When the user finally buys a product or hires a tradesman and they actually start giving good or bad reviews online and giving feedback on their experience.
Follow your content using analytics
After all your hard work and well-written content have been published and indexed by Google, you can start to track the data and analytics and what the public are looking at on your website. Google analytics is attached to your site and within a week or so we can start seeing statistics about your site. Google analytics is broke down to sections, these are-
- Audience – You can check the number of users that have visited your site, how many sessions there have been, page views, whether the visits are from desktop or mobile and even the country which has looked at your site. The user’s flow chart shows the order of how the user reads your content and where they drop off. This can give valuable insight into how good your content is. If there is a pattern of users dropping off at the same point then it might be time to change your content.
- Acquisition – This section provides site information for all the different traffic channels you have had traffic from. This could be a referral, your search term organically typed into a search engine, through social media, or paid Ads.
- Behaviour – You can see how many users that have visited your site, what are the most popular pages visited, the user’s behaviour flow, and page speeds. This section can provide massive feedback that can help your content marketing campaign.
- Conversions – You can set up experiments that monitor and compare the competition between different pages on your site. We can now see the results of the goals we have set.