This is a guest blog, published at NBSL Business Bullets on Mar 17th 2014
At the time of writing, this will be the 8th article published within the marketing category of NBSL Business Bullets focusing on or around the subject of content marketing. This equates to around 30% of advice in this category.
Because content is vital to your online success. Without regularly publishing and promoting engaging content, your website will struggle to perform.
Similarly, social network profiles without content appear more like ghost towns than the vibrant examples of customer interaction they need to be.
Whilst content marketing can be time consuming, it's also one of the most cost effective and measurable methods of promoting your business available.
Hopefully you have read the other articles, but here's a recap on the key points raised within them:
Share content from others, adding your own commentary
If you're struggling to get words onto paper, curate and share top content from others instead. By making quality content from a wide range of sources easily accessible, you're creating a valuable resource for customers.
Adding your own commentary and extra information wherever possible, will add value to this resource.
Your existing clients are a great source of content ideas
Regularly contact your clients and enquire about how things are going for them. Not only will they feel more valued, which may lead to repeat business, but those conversations will likely focus on their problems and successes.
Take inspiration from these conversations to produce articles that address real problems or share success stories.
Promote your content
It's not enough to write a great blog and post it on your website alone. You need everyone to read it, so post messages with links across all relevant social networks.
Increase your click through rates by ensuring your messages are concise and attention grabbing.
Make it easy for people to share your content
If you do not already have share tools on your website, ask your designer/developer to quickly install AddThis Smart Layers or Share Buttons. These free, unobtrusive tools allow any visitor to easily share your pages on their favourite social networks.
Track content performance with analytics
Analytics will tell you what pages your visitors are reading, how they got there and what they did next. If you do not regularly use analytics, then you're blindly investing time and money.
Convert content into an entire campaign over multiple channels
And finally, if you produce a piece of content that brings you loads of engagement, then it's probably a good idea to make that content available in a variety of formats.
What starts out as a blog post could easily become a video, webcast, infographic, slideshow or podcast.
Experiment with different content ideas and formats, regularly review your analytics and you will soon know how best to engage with your audience.
Let us know how you get on.