You’ve got a great looking website. Your service or products are the best in the biz and you even have one of those blog thingies.
But that blog thingy is a crucial part of you marketing mix and when we say crucial mean really flipping important. But you know this.
Have a look at our content marketing blog just to bolster that know how of yours. It’s okay, I’ll wait.
Creating, posting and sharing regular content on your website is one of the single most important marketing activities you can do in the current digital ecosystem.
Content informs your audience, builds trust and – when the time comes – hands you a lead who understands your products or services and is ready to buy from you and only you.
Great content cuts down on lead times and increases close rates because when you’ve answered all their questions with great content there’s no need to demonstrate your value by lowering your prices.
However – whilst you’ve no doubt sat sagely nodding along – regular content is no longer enough.
Content without a plan in place is like a broken pencil: pointless.
Intermittent blogging will only take you so far.
As we all know, Google demands new. Regularly updated websites are Google’s jam so the ones that get updated often are crawled more regularly which pushes them up the search rankings.
However new content is no longer enough to come out on top in a crowded market place simply because Google asks more of us than just slinging the odd blog at the wall and hoping it sticks.
The reason for this is really simple:
Your content needs to be relevant, engaging and highly focused on addressing your customer’s questions.
Think of it this way: imagine if every customer you could potentially work with all took to Google (other search engines are available) at the same time and each typed in a search query.
They wouldn’t all type in the same thing, even if some of them were asking the same question.
The more relevant content that answers those questions you have the more potential customers will see your content.
But don’t forget blogging is not a fire and forget marketing method. The odd blog here and there means that you’re only serving a small proportion of your potential audience because you’re only answering one question out of a hundred.
Answer all of the questions and two awesome things happen.
So how do you create a bevvy of great, relevant content that will get Google and your customers hot under the collar?
You need a plan.
For your blogging to have meaningful results both in terms of beneficial SEO and building a loyal and trusting readership – who will be a mix of customers and soon-to-be customers – you need to plan your content and plan it well.
Plans allow you to really get under the skin of your industry and answers all those important questions. They also stop you from getting overwhelmed by the size of the task in front of you.
Firmly wearing our positive hats however, lots of blog topics means lots of lovely content that your audience are crying out for.
But your plan needs to be based on research analysis and clear objectives. This last part is especially important as unless you lay out what the measures of success are – X number of good quality leads for example – then it’s impossible to determine if what you’re writing about is working.
The good news is that there are lots of very groovy tools that can help you figure that out.
Combining tools like answerthepublic.com, Moz.com and Google Analytics you can identify the keywords your site currently ranks for – this can be a little sobering at times, the search volume against the keywords you want to rank for and the kind of questions that your audience is asking around them.
Is a monster job but it becomes a living breathing document that you can add to and improve over time which will make for stronger content.
Your industry knowledge is mighty so we leverage that with a little ninja power (and a few of those cool tools) to develop a content plan that will speak to your entire audience – regardless of job role or persona – about the content they really care about or questions they need answered.
With Google expecting businesses to create regular, highly focused, relevant content – and down ranking those who don’t – it’s never been more important to approach content in a structured and measurable way.