Content has become an extremely important strategy in online marketing so its natural for a lot of small businesses to ask how content can help their overall strategy to produce the desired results. Here are a few of the top questions we are often asked here at Banyan Creative about content marketing.
1. What is Content Marketing?
Content marketing is the process of producing useful or helpful information to your target consumer's, rather than just sharing all about your product or service. The purpose of producing that content is to build trust and authority on a specific topic. This hopefully builds trust with the consumer and eventually entices them to buy.
2. Isn't content just a blog?
Most people think of content marketing as regularly updating your blog. And thats a great place to start. But content marketing could include PDFs, Slideshares, Video, Social Media posts, whitepapers, infographics, ebooks, webinars. It can be be any medium used to distribute your content and message to your audience online.
3. Where do I start with content marketing?
It can be a temptation to just start blogging without any strategy. But the most important part at the outset of content marketing is to develop an overall plan and goal for why you are doing and what you hope are the desired outcomes.
4. How do I define my content strategy?
Like any form of marketing, the most important questions we ask our clients over and over is "who is you are target persona", and "what are the problems that they have that you are solving." Using these two questions we can reverse engineer the types of content we are writing about. For example: If our target is realtors, and we are offering a software that saves a realtor time and money, we want to lead with topics about "how realtors can better manager their time to make more money for their business." We want to stay away from leading with our solution at the outset, and offer helpful tips before just selling product or solutions at the outset. Be helpful and interesting. Not so salesy.
5. How often do I need to be putting out content?
It depends. I know most people don't like this answer, but there is no universal answer here. Putting out fresh content all the time is extremely valuable to your business but it does take time, energy, resources, and a good plan for it be successful. Your strategy will help dictate how often you are putting out new content. For most local businesses, it really can depend on what your competitor's are doing. We always say here, if you aren't putting out content at least 1-2 times a month on that topic, its difficult to say you are an authority online on that subject. While we don't necessarily know that posting twice a week vs multiple times a week to have a proven impact in terms of percentage of growth, we do know that Google clearly prefers websites that update their content on a regular basis and helps with the Search Engine Optimization (SEO) efforts in showing up in the rankings on the search engines.
For a great example of a great case study and long term content marketing strategy that has had a huge impact on the bottomline, check out our friends over at https://buffalojackson.com/. They have committed to weekly blogs and monthly helpful tips to their target audience for several years running. And the results are quite impressive helping boost their online sales through their website.
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Sam Casey is the owner at Banyan Creative, an online marketing agency focused on small businesses with a focus on long term results.
Sam Casey is the Chief Creative Officer and Managing Partner at Banyan Creative.