Why should you be remotely interested in content marketing? Well over 90% of people searching for a solution to their problem use the web as their primary source of research and content drives search.
The web is the front window into everything you offer but I’m continually amazed at the number of businesses who still have a site that looks as though it was built as a school project.
What makes it worse is when you discuss this issue with business owners and they say they understand the importance of the web “but don’t have the time to fix it”.
We’re living in an “internet marketing” world. The bottom line is that if you don’t get your website updated to have a better “look and feel”, improve the navigation, get rid of the current brochure-ware and substitute it for relevant quality content then you’ll pay the consequences.
Your audience are internet savvy and are constantly searching, looking for solutions to resolve their problems so you need to add content that explains how you understand the problems they face and that you can supply a solution. If you don’t, your competitors will.
If you’re unsure what content you should have on your website, the best people to ask are your customers and prospects. If you have a sales team you can also ask for their input.
To decide on a framework of the type of content you need, set up a series of forums and invite a range of customers and members of your sales and marketing teams to participate.
When I took this route, in a previous role, I brought in an external facilitator to keep us on track. We ran a number of sessions and at the end of the process we had a solid understanding of the task ahead.
The outcome of the sessions was a marketing communication plan based on achieving three objectives:
- Attracting new customers
- Differentiating our offering through a thought leadership stance
- Supporting the revenue plan
And the central tenet to achieving these objectives was content. Why content? Because as I mentioned earlier we live in the age of internet marketing and great content:
- Improves search rankings and results
- Boosts your social media presence
- Brings you more leads
Getting to this stage can be a struggle and there will be doubters and naysayers telling you that there’s no need for change even when they can see the sales pipeline going south. When you need to rely on others to support you, to provide expertise and support, you will always run up against issues of limited resource. Timescales will always slip because at the end of the day you’re asking people to contribute time and effort that they need to find from their “real jobs”.
But the power is in the hands of the buyers and they need content to help them decide. If you’re still unsure, just add the terms “content marketing” and “inbound marketing” into the search engines and take a look at the results. When I did this using Google I got 792 million results and 6.3 million results respectively.
Most businesses are still not at this stage and many are just beginning to recognise the power of content marketing so you have an opportunity to steal a march on your competition.
If you want to know more about how content marketing can help your business, I suggest downloading the following ebooks:
No need to supply an email address, just click on the link to access the content.
I’d be particularly interested to get your feedback or to hear your reading suggestions. Let me know.
At Rame Marketing we work with clients on content driven strategies to help them to grow their business.
Contact us today to discover how an effective content marketing strategy can help your business on 01803 413481 or email [email protected]