March 22, 2019

The Importance of Content Marketing

David Jones

It is often said in marketing circles that content is king, and it is hard to argue with this assertion in the age of digital and video marketing.

History tells us that there have been good, bad and ineffective kings through the ages, however, and this same logic can be applied to your own content marketing efforts. Content that is lacking in quality or relevance can have a negative impact on your brand, for example, while a lack of diversity can also make it harder to engage customers and subsequently convert them.

This means that you must strive to develop a content marketing strategy to manage your efforts, while also ensuring that your messaging is consistent across every single channel.

What are the Key Components of a Content Marketing Strategy?

While your content marketing strategy will depend in part on the nature of your business and brand identity, there are some universal elements that must be given consideration. Firstly, you must strive to publish diverse content types that include rich media, as this increases the visual appeal of your messaging and its ability to engage readers. Video plays a particularly important role in this, particularly when you consider the including audio-visual material can increase the conversion rate of individual landing pages by as much as 80%.

It is also important to create a content distribution schedule, particularly when creating copy for a commercial blog. While platforms such as social media allow for far greater flexibility and spontaneity in terms of posting content, statistics suggest that blogs benefit from the scheduling of regular updates. The precise nature of your schedule will depend on the size and expertise of your business, but as a general rule it is believed that companies publishing in excess of 16 blog posts per month will generate significantly more traffic than those that schedule one each week.

This is true across both B2B and B2C platforms, so the scheduling of between three and four posts per week is considered to be ideal for the vast majority of businesses.  

The Key Considerations when Creating and Delivering Content

While your strategy will underpin your content marketing efforts, execution is everything if you are to be successful. This applies to both the creation and the delivery of your content, as you aim to reach as large an audience as possible while also maximising engagement and conversion rates.

In terms of delivery, you will need to leverage platforms in line with targeted consumers and their behaviour, although accessing a diverse range of tools is considered to be best practice. The delivery of automated emails to your customers helps to maintain open lines of communication, for example, while also providing the ideal medium for advertising promotions and flash sales.

Social media and blogging platforms are also crucial, particularly as they can be integrated to optimise the impact and reach of your content. More specifically, your blog content must be shared regularly across targeted social platforms, from staple sites such as Twitter and Facebook and niche options like LinkedIn and Pinterest. The key is to target platforms that suit your customer profiles, while also continually sharing older content (as this type of content is often responsible for a high proportion of blog leads).

You will also need to consider the length of your content, as while you want to prioritise the quality of your output and the value that it offers to human readers, occasional blog posts in excess of 2000 and 3000 words help landing pages to perform better in relation to search engine algorithms.

And Finally

As you can see, the impact of a content strategy can have a huge impact on your ability to reach and engage potential customers. At Sun Jones we can help you to achieve these goals, while ensuring that your brand’s messaging remains consistent across variable platforms.

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