Why is content important?
Nowadays, information is accessible and there's a lot of user-generated content. So it's important to ensure your brand is being touted as an industry leader. What does this mean? Expertly speaking about topics related to your industry (think tangentially), joining the conversation, and being accessible to all current and potential clients.
Content marketing is a way to communicate with your customers by offering information about your product, service and industry thereby making the reader more knowledgeable. By consistently sharing relevant, important and useful information, current and prospective customers will look to your business as a subject matter expert and, in the long run, want to do business with you.
With a myriad of information available at everyone’s fingertips (think laptops, tablets, mobile devices, and now even watches!), it’s important to stand out from the crowd and offer up content and information through a variety of channels that will reach your audience regardless of where they are searching.
What are content channels?
When marketers talk about OWNED media channels, these are the channels that you manage, that are FREE* for you to use and promote. These channels are important because it's how customers (existing and potential) will find you, and it's through these channels they will build a rapport with your brand.
* note: there are paid advertising options on some of these channels, but that's not what we're talking about here.
Your website. This is your most important channel, because it defines your brand. Your website needs to be found through search engines (Google, Bing, etc). The content on your website needs to be refreshed regularly, and it needs to be interesting and relevant.
Social media. Providing information through your various communities will help to keep your audience engaged and interested. And don’t just talk about yourself. Remember to share, communicate and repost as well.
Blogs. Don’t only write about your product or service, or the latest trends/news in your business, but discuss peripheral topics as well. Don’t be afraid to go beyond your company’s walls.
Newsletters. Talk to your audience on a regular basis. Let them know about your latest blogs, contests, promotions and products. Invite them to participate in your community. With the implementation of CASL (Canadian Anti-Spam Legislation) in 2014, it’s important to get explicit consent to send your newsletters and information.
SEO. Keep search engine optimization (SEO) in the back of your mind when writing for the web. Include relevant keywords and search terms in your copy so your content will be found organically. Google likes that!
Interested in learning more about content and getting started?