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Five ways to make your content marketing work for you

6th May 2019

When you think of effective marketing for a business, what comes to mind?

The polished ads we see on TV and in magazines and newspapers every day? The garish billboards that practically scream at you as you walk down the street? The colourful flyer that lands on your doormat on a morning alongside the phone bills and bank statements?

Or is it something a little more subtle? A YouTube video that goes viral; a Twitter account that regularly tweets to thousands of followers; a Google search result?


This is the difference between a traditional marketing approach and a digital marketing strategy. Both will require an investment of time and money but both can be extremely effective.

Content marketing clearly falls into the second bracket. Whether it’s writing blogs, creating videos or vlogs, or sharing relevant content via social media, content marketing is all about ensuring your existing and potential customers see you as a trusted and well-informed font of knowledge.

As Chief Strategy Officer for Content Marketing Institute Robert Rose says: “Traditional marketing and advertising is telling the world you’re a rock star.  Content marketing is showing the world that you are one.”

So what are the key strategies to making content marketing that works hard for your business?

1.      Make your content relevant and interesting

If you want people to take the time to read the blogs you produce as part of your content marketing strategy, then they need to be both relevant and of particular interest to people who are, or are likely to become, your customers.

You could write the most fascinating blog on world travel, but if your business involves selling kitchen equipment, you aren’t going to attract any relevant customers with it! On the other hand, if you’re a travel agent or you sell travel guides, that could be exactly the type of content that would engage your target audience.

2.      Remember your SEO

One of the primary aims of an effective content marketing strategy is to ensure your business has a high level of visibility on the web. You’ll want to have a website that is designed with SEO (search engine optimisation) in mind, but a key part of that can be regularly updating your blog with SEO-relevant content.

You can spend hours and hours on your blog posts, producing interesting and relevant content, but if it isn’t optimised to be found on search engines like Google, there’s a good chance that very few people will ever come across it!

Including SEO content in your blog can help to keep your site where it needs to be - near the top of Google’s search results.

3.      Be the expert in your field

Content marketing shouldn’t be about directly selling your own wares. Good content marketing aims to educate first, sell second. That way, your customers will know you’re an authority on your chosen subject and that your brand is one to trust.

4.      Make a schedule and stick to it

Content marketing isn’t a one-off campaign - the benefits of it will only be reaped as long as there is a regular flow of content. So make sure you have a content marketing schedule and make sure you stick to it.

When life gets busy, content marketing is one of the tasks that can get overlooked. You can have every good intention of writing regular blogs or posting daily Twitter updates, but unless you have committed to a definite schedule, it’s all too easy to leave it til another day.

Make a plan detailing what you’re going to write about, when you’re going to write it and how you’re going to get it out there.

5.      Share your wisdom

Once you’ve written your blog, you need to get it out there! So make sure to share it on your social media profiles, encourage others to share it and optimise your social posts.

You can also research other websites relevant to your business that might also want to share your blog. Just remember to always get a link back to your own website!

If your digital marketing strategy needs a boost, Glow Creative can help. Get in touch and find out how we can make your content marketing work harder for you!

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