By Sarah Jordan of The William Agency
If the ‘blog’ area of your website is underused, underappreciated by your customers or simply non-existent, now’s the time to consider a content marketing strategy.
The use of content marketing to boost businesses has grown rapidly in recent years, with many big companies such as Apple, Tesco, Wholefoods, Coca Cola, Asos and Nike also working content into their wider marketing plans.
What is content marketing?
Content marketing is a catch-all term for creating and sharing useful, interesting and entertaining content to your customers, whether that’s a video, photo, article or lookbook. The aim of content marketing is to create a consistent stream of value that entices new customers, rewards loyal customers and provides helpful information that will make your business appear to be an expert in your field. Simply put, content builds a sense of trust in your brand.
How do I know what type of content to produce?
Content needs to be tied to what makes you special as a business. Start by considering your brand universe, what makes you unique and what information you could provide with a degree of expertise. For example, an individual searching Google for advice on cleaning a piece of silver jewellery is more likely to trust a trained jeweller than a random forum response. Instead of seeing your content as an opportunity to sell your product, think about ways it can draw customers to you and engage them in a meaningful way. In the long-term this will lead to a loyal, repeat customer.
5 Reasons Why Content Marketing Works For Small Businesses
1. People don’t want to be sold to anymore
Traditional ‘buy this and it will transform your life’ sales tactics don’t work in today’s overexposed, digital world. The use of advert blockers online, the decline of print media and the rise of mobile shopping means customers need to be targeted in new and more imaginative ways.
2. Content is the backbone of your social media marketing
Ever struggled to think of something to post on social media? Content, whether a short video, great image or a blog post, is essential for making your social media stand out.
3. Consistency and quality will support your Google presence
A content strategy can only succeed if it offers consistency and quality. A fantastic post published on a regular basis will please customers, but it will also be looked upon favourably by Google – a sure-fire way to increase your organic search potential. Don’t be afraid to reduce the amount of posts you create in order to ensure quality – a customer would rather wait for something useful than waste time on consuming poor-quality content.
4. Content leads to increased sales and loyal customers
Customers who are already buying your products can become even more invested in your brand universe through content. For those customers who are new to your offer, they may have found you through your content, or they may be tempted to dwell longer on your site (and scroll through your jewellery designs) thanks to an interesting read. For this reason ensure your content is easily accessible and visible on your website.
5. Content helps to build a brand that customers trust
If a customer types ‘silver heart necklace’ into Google they are faced with 250,000,000 results, which makes being seen difficult to say the least. However, when customers drill down their options they may be torn between 10 different brands or websites. If only one of these offers extra value through content, then this company is going to appear to be the expert and the one to invest in. This sense of trust is invaluable for growing your business.
We’re #withyou offering advice and support on developing a content marketing strategy. Speak to the team at International Jewellery London to find out more.