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In today’s digital world, content is crucial. Ensuring that the right message is delivered to the right people in the right place requires skill, insight and perseverance. That’s why we devise content strategies which place primacy on lead generation and Search Engine Optimisation (SEO), making sure that your content reaches its true potential.
The power of the written word is often underestimated. Our team of content writers and SEO specialists are experts in the written form, combining industry-leading writing techniques and optimisation processes to build your brand online. From blogs to website content, our content writers are masters of their craft.
ProfileTree are proud to offer a bespoke process to each and every one of our clients, which includes an extensive review of business models, as well as industry competitors and targeted customers. Overarching all of this process will be a personalised Content Marketing Strategy, driving traffic and potential customers to your brand.
Let us build your brand while you run your business. For improved engagement, increased conversions and stronger online influence, choose ProfileTree.
The ProfileTree Guide to Content Marketing
In today’s digital marketplace, marketing with content is essential. The ways in which consumers choose to browse, buy and engage with their chosen brands have transformed: where customers were previously targeted on the high street with billboards and advertisements; content marketing today targets those audiences in the world of digital. For marketers, the world of digital takes many forms; from web pages and blog posts to social media and email.
What is Content?
In the world of marketing, digital content is all around us – a trend which continues to gather pace with the rise of metadata and smartphone technology. But what do we mean by ‘content’? In a nutshell, the digital marketing and content creation industry maintain that digital content is anything that can be published, including text and audio files; graphics, animations, videos and images. In many cases, it can safely be said that whatever you are doing online, you are engaging with a piece of content.
How do We Define Content Marketing?
Digital content marketing has emerged as one of the most important forms of marketing since the advent of television and radio. A content marketing definition by the Content Marketing Institute describes the term as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” For those seeking to drive that customer action, the figures speak for themselves: research recently published by Technavio suggests that the content marketing industry will grow by $217.3 billion to reach a value of $412.88bn by the year 2021. But why is this the case?
Why Content Marketing is Important
Why content marketing is so important can be explained in how marketing methods and everyday technologies have transformed over the past decade. The smartphone revolution has played a considerable role in this transformation, with recent findings by Statista demonstrating that 2.71 billion people currently use the devices – a whopping 35.13% of the world’s population. This means that over a third of the global population engage with digital content on their devices. Indeed, traditional advertising techniques including television and radio advertising are gradually losing ground to online content marketing, meaning that businesses must adapt to remain competitive.
The average content marketer cites three key benefits of content marketing and growth drivers of the industry:
- Building brand awareness: Content marketing and branding go hand-in-hand. Nowadays, companies with good marketing strategies tend to build their brands online; from their initial website launch strategy right through to the content of blogs, videos and product descriptions. When it comes to building brands, allocating your resources to the world of digital can guarantee increased recognition of your brand.
- Reduced costs compared to traditional marketing methods: Activities involved in marketing can often be financially draining. However, some of the most effective content marketing tactics can be exercised at a fraction of the cost of traditional marketing techniques. Cost effectiveness is crucial, and content marketing can deliver your branded message on a budget.
- Improved sales conversion rate: Nowadays, shoppers prefer to browse and buy online, as opposed to taking a walk down the local high street. This, of course, has huge implications for sales and profits. Various types of content marketing strategies have reflected a demonstrable increase in sales conversions when compared to traditional marketing techniques – so get online and get marketing.
Learn how to market your business by following the rest of ProfileTree’s Guide to Content Marketing, which includes tips on various marketing methods in business; information on new digital marketing tactics and advice around the most effective marketing channels.
How do Businesses Use Marketing?
We understand that marketing is a huge industry, with multiple channels, styles and influences. But how and why do businesses use marketing to boost their brands? Whether your content comes in the form of an online campaign or a good marketing video, all of your efforts should place great focus on those all-important end goals. These marketing goals can be defined as ‘the 4 purposes of marketing’: a mantra which has guided the industry since its birth. So, here they are:
- Product: Whether your product is a good or a service, your product should always aim to fulfill the needs or wants of consumers (this also applies to businesses that sell information, for example). It is crucial that you have an expert understanding of your product in order to market it properly. Effective marketing helps in highlighting your product – so make sure you know your product better than anyone else.
- Price: Once you have that expert understanding of your product, decisions can be made around its pricing. This is extremely important, as pricing can often determine your product’s supply and demand, as well as profit margins and marketing methods. Product placement can often depend upon its price point: so do your market research and form your pricing on an information based strategy.
- Promotion: Now you have your product and price, it’s time to start promotion. This should kick off with research into the most effective marketing channels, before exploring various types of marketing tactics, which may include advertising; social media marketing, email marketing, public relations or video marketing (to mention but a few). Depending on the nature of your brand or product, opting for fun marketing strategies can truly separate your brand from the competition.
- Place: A guiding principle of marketing is to place a product in the right place, at the right price and at the right time. It is therefore crucial that you evaluate the ideal places to convert casual browsers into real, paying customers. Whether digital or traditional, all types of marketing strategy will consider
What is Good Content Marketing?
Content has emerged as one of the most attractive marketing techniques available to the industry today. But what can marketing do for a business, and what does good content actually look like? Companies that use online marketing tend to build their content around a set of key objectives, and your marketing strategy should identify its own objectives and follow suit.
In a nutshell, your content marketing strategy should aim to tell its target audience about your product or service whilst converting them into paying customers. However, unlike traditional forms of sales and marketing, content marketing gets the consumer to come to you rather than you reaching out to them. Indeed, for many modern businesses, content has become one of the most effective forms of inbound marketing available to the world today.
Good content marketing entails creating, curating, sharing and distributing high quality content. This means avoiding a content subject that’s no longer relevant, instead opting for content that is relevant; accurate and appropriately optimised for leading search engines (think Google, Yahoo! and Bing). Marketing with content properly means creating content that:
- Attracts the attention and interest of a determined target audience;
- Informs and educates the audience about your business or brand;
- Engages and entertains the audience;
- Increases leads and sales conversions; and
- Encourages the growth of fans, advocates and loyal customers.
How to Get Started with Content Marketing
Many businesses can learn all about marketing, with a huge range of web resources, books and articles in circulation. However, many struggle with taking those first critical steps into a content marketing strategy. Your content should form part of a strategic marketing approach, identifying key actions from its very beginning. See below for some top advice on how to get started with your content marketing strategy:
- Set Out Your Objectives: Plan your content marketing strategy by making a short statement on who your target market is, how you will target them and what they are set to gain from your content. In many cases, the goals of a content marketing strategy are common: boost sales, boost leads and boost traffic.
- Understand Your Audience: Across every sector in existence, knowing your target audience is absolutely crucial. Here, relevancy is key – so target your content to engage a set group, as opposed to creating generic content which tends to be ignored by many. Identify the particulars of your target audience by obtaining essential data through web, email and social media analytics. This can give you that all-important feedback on your target market’s priorities, interests and buyer personas.
- Audit, audit, audit: Many businesses already have pieces of digital content long before they embark on a content marketing strategy. In this regard, reviewing all of your existing content to find out if it meets your business goals is an essential step. Do this by following a three-pronged process: log your existing content, assess its performance and identify gaps in content. When exploring how to do marketing, many businesses ignore this basic, yet important step: so get online, and audit that old content!
- SEO and Keyword Research: Any content strategy model will take full account of keywords and the power of SEO (Search Engine Optimisation). In today’s digital marketplace, search engines (including Google, Yahoo! and Bing) reign supreme. Businesses at the top of search engine rankings tend to perform better; but how do they achieve this? The answer lies in keyword research and ensuring that your content contains the right keywords in the right positions on the page. However, SEO doesn’t start and end with keywords: numerous factors can impact your search engine rankings, including outside links and even page design. On this note, it is crucial that you embed your website marketing strategy with the most effective SEO tactics (for expert tips on understanding SEO and maximising your SEO potential, check out our guide here).
- Organise Your Strategy: ‘Content made simple’ doesn’t necessarily generate content that will engage and persuade your target audience. Indeed, a well resourced, well organised and well researched content strategy can make that critical difference between success and failure. Define who is in charge of creating, maintaining and updating content, as well as identifying your budget, resources and publishing schedule. All types of marketing strategy require thorough planning: so get informed and get organised.
- Boost Your Brand With a Blog: Whether your business is a luxury resort or a family-run jewellers; your content marketing strategy should place a blog as its centrepiece. Whilst providing a hub for all of your other marketing efforts, blogs can boost your credentials and create a loyal following of customers and web users. Ensure that your content is well written, concise, engaging and optimised. Beyond articles, your blog can host traffic-driving content such as how-to guides, tutorials, newsletters, interviews and more.
Types of Content for Marketing
When we consider what types of content to include in our content marketing strategy, it pays to back to basics and look towards a digital content definition: put simply, this refers to any content that exists in the form of digital data. This includes anything that can be broadcast, streamed or held in computer files (including popular media types such as images, GIFs, PDFs and videos). Do not become constrained to one particular format: the world of content is diverse, and has now come to include the universe of social media.
Website content creation doesn’t have to centre around blog writing and the skill of a professional writer (although it certainly helps). Website promotion methods include a variety of formats, and this may change depending on the nature of your product or business. For example, a boutique fashion store may choose to share high quality images of their clothing, whilst a luxury hotel may use video content to advertise its rooms and conference spaces. Similarly, a teenage lifestyle platform may opt for GIFs and memes, whilst a medical journal may opt for extensive guides and informational eBooks.
Whilst experimenting with different forms of content is an essential step in any content marketing strategy, it is crucial to remember that content about your brand or business must form the base line. This means posting content that is relevant to your brand, and not something totally unrelated. Understanding how to create consistent content is any important step – so refine your tone of voice and turn your content into recognisable branded messages.
Social Media Marketing Methods
Content marketing problems are not simply resigned to blogs, websites and visually appealing videos. Understanding how social media marketing works is essential for all businesses, large and small. See below for some top tips on creating content for social media marketing:
- Identify Your Platform: Choosing the right platform for your social media content strategy is crucial. Increasing numbers of consumers are opting to engage with their favourite brands on social media, and the most successful content campaign examples have tailored their content to specific platforms. For example, a wedding dress maker may wish to share images of their dresses on Instagram. Meanwhile, a recruitment firm may wish to make content for professional platform LinkedIn as their priority.
- Make it Shareable: The very best social media content marketing strategies place shareable content at the core of their offering. Even aspects of website content creation, including blogs, have space to be shared on social. Maximise a return on your marketing investments by multiplying your engagement by pairing your social media strategy with your website marketing strategy. When it comes to building your brand, it pays to get online and get social.
- Understand Your Audience: When it comes to social media content marketing, understanding your audience is crucial. This means understanding the devices they like to use, the platforms they prefer and the style of content which engages them most. For example, understanding how to use Twitter for marketing purposes involves understanding trending topics, and what type of post will drive traffic to your site. Know your product, know your audience and know your platform – it’s essential.
Content Marketing: Quick Fixes to Boost Your Brand
Web marketing concepts usually centre around established techniques, including email campaigns, video marketing and social media. However, simple and easy fixes can be implemented, boosting your brand’s engagement and SEO credentials. See below for some expert advice on some quick content fixes to boost your brand:
- About Us content for website: Across a range of sectors, nearly all businesses will host an ‘About Us’ page on their website’s landing page. Understanding what to write in about us section of the website can be hugely beneficial. Use this space to highlight the story of your business, as well as its skills, staff, resources and industry credentials. This also provides an ideal opportunity to include high-performance keywords. After all, when it comes to SEO, every little helps.
- Make it visually-appealing: What makes a perfect website? Popular answers here would centre around security, mobile-friendliness and user experience. However, the textual content on your site is an all-important indicator of your business, as well as an important element of Search Engine Optimisation. Whether you are content marketing for small business brands or larger, more established organisations; make the content on your website engaging, visually appealing and easily digestible. Marketing success examples nearly always contain a robust, attractive website – your brand should follow suit.
Talk to the Experts
Here at ProfileTree, we specialise in growing brands online. To see over 100 content marketing examples as well as our industry-leading content marketing services list, visit our site or follow our influential Business Leader series on Youtube.
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