Content is such a daft jargon word. Anything that is entertaining or informative is content.
The most important thing to digest is ‘will this content lead to an action?’
At best you want someone to buy or signup but there are many more actions that are useful and many types of content.
Basic Content Types:
- Copy
- Images
- Video
- Gadget
Copy
Long form, an in depth article or white paper, or guide
Short form, a Facebook post or even a Tweet
Images
Still images, GiFs (those little animations that loop) infographics, charts, product shots, lifestyle etc
Video
Moving images that can be anything from three seconds to three minutes usually.
Gadget
Well, this is something like an online calculator that, for instance, lets you enter some information that results in an answer like a quote or shows you a saving.
That’s just the basics.
Where to Start with Content Marketing?
Well, write a list then research. Gather as many ideas as possible. Look at the keywords you type. When you do this in Google they produce ‘Searches related to…’ at the bottom of the search page.
Assemble for Categories
What do your ideas and keywords have in common? Can you create categories that the ideas and keywords fit into? Now you have an idea of how to categorise your website and your Content Calendar.
Content Calendar
It varies by business but certainly you’re going to add the main holidays like Christmas. Sporting events if relevant and National Days eg National Curry Day. See Google Trends, below.
Quantify
How much content can you honestly create per week? This is very important. Be realistic.
Time Bundle
Remember most websites will allow you to schedule posts and pages (eg WordPress websites). Facebook does to so you can write a lot of content in one sitting and schedule it for the week. This is your foundation. You will of course come across other opportunities from the news and the marketplace.
Measure Your Content
What works ie what creates an action? A website visit, a like, a share, a comment are just as valuable as sale and the signup.
Seasonality
Is there any seasonality in your business? What is it? Not sure. Well, try for Google Trends. Choose your country and how far you want to go back. Enter your keywords and there you are the number of searches for that keyword phrase by month.
Original Content Always Wins
Content marketing is the core of digital marketing. Original content works for you online in so many different ways. This originality offers something unique for the people that will buy and outpace you from your competitors.
Originality is worth the investment. Everything else we do online is technique.
Action
List three different pieces of content for your business. Is it original? What form will it take? Create the three pieces, publish and track.
About Conversion Detectives
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
We use the full mix of digital marketing including content marketing. From digital strategy to the tactics (how to go about that strategy) and the actions that make it happen.
We’re a full mix digital agency based in Hertfordshire.
Look us up for a chat: hello@conversiondetectives.com
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