Cole Dalton
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Optimizing Your Content Marketing

There’s no way to have a robust and successful digital marketing campaign these days without having content that works to build your bottom line. In the most fundamental sense, the phrase “content marketing” covers the pieces of information you send to your digital audience to help educate them on your business or brand.

Of course, this broad definition can apply to everything you publish online — social media posts, blogs, email newsletters, webinars — if it shows up on the internet and it’s meant to grow your customer base, you can consider it content marketing. However, it’s got to be good content to offer a return on investment, and that’s often easier said than done.

If you feel like your current marketing strategy isn’t working as well for your business as you had hoped it would, it might be time to take a close look at improving your processes.

Bulk Up Your Blog

Businesses large or small and entrepreneurs across all industries need a blog, end of sentence. It’s a cornerstone of your website, and in some cases, it might be one and the same. It needs to be updated regularly with relevant information, but the good news is that it doesn’t need to be an everyday thing. You don’t need to do a deep dive to find topics, either. In the absence of a team of marketing professionals to help, you can simply think about the solutions your products or services can offer to your customers’ problems.

Commit to Copywriting

Any written word in your marketing messages could fundamentally be called copy. It’s an extension of your brand, it can help grow your customer base, and optimized copy using search engine keywords can boost traffic to your site. So many different pieces of content can spring forth from good copywriting. For example, copy on your site about products or services can turn into a blog post, a how-to webinar, and even a video tutorial on your business’s YouTube channel.

Hit Your Target

All the great content and copy you are now sending out is a great start but it actually has to find the audience it’s intended for in order for it to convert. Identify who that target audience is, where they’re spending time online, and what kind of content they respond to the most. Use this information to help shape your content marketing distribution strategy and prioritize where you spend your marketing dollars.

Keep It Evergreen Too

While it’s great to use internet trends to create content that gets noticed, you’ll also need pieces that stay relevant for months and even years to come. This is considered evergreen, and it isn’t time-sensitive or based on holidays or special events. Evergreen content positions your business as a point of reference within your competitive market and lets your potential and current customers know that you care about keeping them educated on commonly searched topics.

Don’t Forget the Call to Action

The path your customers take to make a purchase is called a buyer’s journey, and it doesn’t happen in a vacuum. The whole goal of content marketing is to guide your customers through that journey and point them in the direction that helps your business grow. Calls to action in your content let them know exactly what to do next and include a touch of psychology and a bit of literary magic. Need some examples? “Sign up now!”, “Like and comment”, or “Join today” are clear and concise.

Call In Backup

Content marketing may be something that every business needs, but it’s not something that every business owner can do on their own. Working with a team of marketing professionals can bridge the content marketing gap you may be facing. Content marketing can either skyrocket the exposure your business gets, helping your prospects to know, like, and trust you enough to want to do business with you – or it can quickly become yet another burdensome, unproductive marketing tactic that draws your resources and provides a disappointing return.

While managing your own content marketing strategy for your company can be done, it will require time, technical know-how, and skills you may not want to devote to making it work. That’s why so many companies outsource their content marketing to professionals. 

If you’d like to talk about the role content marketing could play in filling your sales funnel, we’d be delighted to have that conversation. Request a content marketing consultation for your business today!