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If branding your business and increasing your sales is important, content development should definitely be part of your online marketing mix. Both small and large businesses across the globe use this strategy because, when it’s done properly, it actually works! No matter what industry you’re in, this form of Internet marketing can help spread the word about your business, build your customer base, and improve your bottom line.
Know your target market
When you are trying to sell a product or service, it is important to know the demographic you’re targeting. The Internet is competitive, so slapping any kind of content on your site and expecting customers to come flooding in is unrealistic. For instance, if you’re selling adult diapers, your ideal demographic will likely be the elderly, as well as the administrators who run hospitals and assisted living facilities. Creating a flood of content that talks about the joys of bungee jumping won’t do a thing to help you sell those diapers.
When you’re trying to determine the ideal market, here are some questions:
- Are potential buyers male, female or both?
- How much disposable income do buyers need?
- How is the product used and who is more likely to use it?
- What age range are the people who will benefit the most from the product?
- Do the households have children?
- Is the ideal buyer single or married?
- Are ideal customers homeowners or renters?
- Where can you find them online?
- Are you ready to manage those networks once you do put out a piece of content?
These are just a few questions I would pose before a client or our writing team. Therefore, once you’re able to answer these questions, you can identify what content development strategy will work best.
Keep the content relevant and valuable
While it’s certainly wise to keep readers in the loop about your business happenings, don’t make every content post about what’s going on in your company. Always focusing content on your business is selfish and boring. The most successful blogs provide a mix of content that is evergreen, timely, research-based, witty, upbeat and fun. When you offer information that is valuable and relevant, your audience will come back for more.
Limit the sales pitch. If you’re pitching products every time readers visit your site, you are going to send them into the arms of the competition. Content marketing is a way to make buyers feel closer to your business so you can gently guide them to better buying decisions. “In-your-face” advertising is old-school, and not a very effective way to win customers over.
Plan to post regularly. When repeat and potential customers visit your site, they don’t want to see tumbleweed blowing across the pages. If they never see anything fresh, they will write your business off as dead and they will never come back. If you are just starting out, set a goal to post fresh content every day. Once you have established a decent body of work, you can scale back to three times per week.
Well-written is not optional. The content on your blog reflects you and your business. If it is full of keyword stuffed articles that people can barely read, they will think twice about buying your products. They will conclude that your goods or services are as shabby as your content on your site. If you do not have time to write solid posts that make sense, find someone to do it for you.
In today’s Internet-driven society, kick-butt content is a must for businesses that want to remain competitive. If you run a busy agency, coming up with a strong content marketing strategy that works is both time-consuming and confusing. Outsourcing your content development to a company that’s knowledgeable in local and international SEO will take the pressure off, and leave you to concentrate on other aspects of your business.