What counts as content?
Sometimes confused with “copyrighting”, the term “copywriting” refers to promotional, persuasive written pieces. Copywriting is not always a hard sell – it can be as simple as a product description or a homepage outlining your products and services. A well-written piece of copywriting will inform and persuade the reader, while incorporating relevant keywords.
Not all content is designed to sell, however; some may be to engage and inform your users. You might consider posting a news update on your blog, for example, or making an infographic to showcase your industry knowledge.
Long-form blog posts – these can help show your expertise in your field, as well as providing valuable information for readers.
News updates – news updates can help keep your audience up to date with industry updates, or even events and news happening within your own business.
Infographics- Infographics are a powerful tool that help people to easily digest information through the use of visuals, they can often be good at attention-grabbing.
Copywriting for promotion pages – This can be great for pushing potential customers down the sales funnel. It should be kept short and simple to be the most effective.
Email marketing copy – doing regular emails can be classed as another marketing touchpoint, and can help potential customers become familiar with your brand and services.
Why you need regular content
It’s one thing to create a beautiful website that accurately describes your services - It’s another to keep it fresh. If you want your brand name to continue being recognised, not to mention ranked in search engines, you should update and add new content regularly. Regularly adding new blog posts or case studies can also help encourage return visitors, as well as hopefully increasing conversions through your website.
Establishing your industry expertise
Producing valuable information that’s relevant to your industry will demonstrate your knowledge to prospective customers. This can be anything from how-to guides to opinion pieces on topical subjects. For example, manufacturers might consider an expert blog on how Brexit will affect the industry. Case studies are also a great way to show target audiences your expertise using real-life examples.
Get started with a strategy
If you’re not sure where to start, consider a content marketing strategy that factors in seasonal trends, product updates and allowances for topical, time-sensitive content. Having a content calendar can help your team prioritise publishing content as it can be written well in advance. It is important to have your content plan created with the business goals in mind so that all content serves a purpose and adds benefit.
If you are struggling to initially put together your content marketing strategy, check out our six steps to a killer content marketing strategy.
You should plan your schedule with your social media profiles. For example, using scheduling tools and deciding which mediums work best for the content. (Articles work well for LinkedIn, whereas infographics are great for Instagram, for example.)
There’s nothing like valuable, unique and well-written content to keep the search engines happy. Better still, it will also work wonders with your customers.