Are you a business owner, marketing student or aspiring content marketer? If you’re interested in copywriting, content marketing or all things digital, you should make an effort to learn about content marketing. This simple but effective approach to marketing is something that all people with an interest in the digital space should be across. This helpful article will cover copy consciousness and why content marketing simply works. Continue reading to learn more about this fascinating topic.
What is Content Marketing?
The concept behind content marketing is quite simple. It refers to brands, companies or enterprises using engaging, high-quality content to help build their brand and authority in their specific field. The idea behind content marketing is that if a brand can position itself as a leading authority on a topic, brand awareness, loyalty, and trust will be built. It can go a step further, though, with content marketing being quite closely interwoven with search engine optimisation and other types of digital marketing including lead generation. For instance, a good quality blog post can help build brand trust while also helping a company rank higher on organic search engine results pages. Another example is sharing free content in exchange for an email sign up, such as an e-book or how-to.
Good Quality Content Will Inform and Educate
Part of a good content marketing strategy requires you to publish engaging, well-researched and well-written content that will ideally inform, educate and empower your customers or followers. Your content posting, whether it be a blog post, vlog, how-to video, infographic, tweet or social media reel, should be highly informative and educational. There’s a fine line to tread here because you don’t want to seem overly bossy or come off as a know-it-all. Don’t talk down to your audience or assume they are not switched on and savvy. Instead, educate them with accessible, engaging and knowledgeable content that will position your brand or business as an authority in your chosen field.
A key example of this is a pet supplies eCommerce brand creating blog posts about pet care and health. It makes sense for this type of brand to post about this topic, and this engaging content will build brand awareness and trust and also help the company rank higher in search engine results. Google and other search engines will rank a website well if it can demonstrate that it delivers value to readers with engaging and informative content.
Copywriting is Key
When it comes to excellent content marketing, copywriting quality is up there in terms of importance and is a crucial part of any content marketing strategy. No one likes to read poorly written, incorrect or spammy content, and it sticks out like a sore thumb. Search engines will also penalise poorly written websites or blogs and rank them lower on organic results pages. They will also penalise content that has keywords spammed over and over. All website content, blog posts and other written content needs to be written by a great writer and edited for accessibility and ease of reading. The insertion of keywords and phrases that users search for is part of any content marketing approach. Still, the density of these search terms needs to be finely balanced with the rest of the content, which needs to be well-written, accessible, well-researched and informative. A great copywriter will know the balance and many marketing agencies employ in-house or freelance content writers to help them generate excellent content to assist with content marketing approaches.
Content Marketing Should Build a Relationship with Your Customers
Compelling and captivating content marketing will focus on creating and maintaining a solid relationship founded on trust and respect with your customers. Making content hyper-relevant to your customer’s interests and that actively aims at solving their problems will create a firm connection between them and your brand. This approach will build your brand’s credibility and authority and can lead to improved customer retention, repeat business and word-of-mouth advertising.
Once you’ve established this vital trust and connection, customers should remain loyal and may recommend your business to their friends and family, which is priceless and valuable for a business.
Content marketing is a proven and reliable way of building and maintaining customer relationships, and
excellent copywriting is a part of this approach.
Poorly Performing Content Marketing? Consider an Audit
Suppose you have a current content marketing strategy that isn’t performing as you would expect or is a touch dated. In that case, an audit is an excellent method for identifying gaps in your content strategy and can help you iterate and improve on the content you’ve already developed.
You’ll need to take an inventory of your existing content across all channels, such as websites, social media and YouTube. You can then analyse and study the various data points, such as bounce rates, conversion rates and subscription rates. Some digital tools are available to do this to reduce the time it takes.
Once you have your audit results and data, you can see what is working and what needs improvement, and you can tweak your content strategy to align firmly with your business goals.
A Content Conclusion
This helpful article has explored copy consciousness, and you’ve learned why content marketing works and is a necessary tool for any business with a digital footprint.