What is content marketing?
Content marketing is a strategic marketing approach that focuses heavily on the creation and distribution of valuable, relevant and consistent content. The end goal is to attract and retain a clearly defined audience.
The ultimate goal is to use b2b content marketing to drive profitable customer action – this being a successful lead or purchase.
Why is content marketing important?
A content marketing strategy can be made unique to your brand, industry and audience. To grow brand awareness, increase SEO and boost ROI, you need quality content that is well executed and that delivers.
- 77% of companies say that they have a content marketing strategy in place. (SEMrush, 2019)
Marketing is impossible without great content.
SEO is most effective when search engines have quality content to crawl. If your site content is relevant and tailored to the right search terms and keywords, you will be heavily rewarded within search results.
Ensuring that your PPC ads contain enticing and engaging content will increase the effectiveness of the ad. In order to drive inbound traffic and secure leads, you need to make great content a priority in your PPC campaigns.
All successful PR strategy plans include content that addresses the issues that readers care about, can connect with and relate to. Maximum engagement is key in order to amplify your brand and put your efforts to good use.
How does content marketing help with SEO?
Google wants to provide its users with the most relevant pages that best answer their queries. That’s why content is crucial in building your website’s authority, maintaining relevance and boosting organic SEO.
Quality, external content allows you to acquire authoritative backlinks to your site and internal site content links relevant pages together. Our SEO services go hand-in-hand with our content marketing.
Our content marketing strategies
Gripping landing pages, convincing call-to-actions (CTAs), specifically tailored location-based pages. Your core web copy needs to tell your story, promote your services and answer search questions.
- Small businesses that blog get 126% more lead growth than small businesses that do not blog. (ImpactPlus, 2016)
Don’t forget the rest of the important content that we can create for you:
White Papers and Reports
Newsletters and Email Marketing
… and so much more.
The value of content marketing services
We have plenty of experience in bringing clients great success through learning about their business and branding, undertaking in-depth research into what existing content ranks for and deciding on what new pages should be created.
- More on-site content
This means that your customers are provided with more opportunities to connect with your brand through a wide range of relevant and connecting content. The longer they stay on your site, the more that trust is formed and a higher conversion rate is your reward.
- Higher Domain Authority (DA) and Domain Rating (DR)
Writing higher quality content on a regular basis will increase the authority, relevance and trust of your website therefore, boosting your DA (how well your site will rank) and your DR (how strong your site’s backlink profile is).
- Increase in Referral Traffic
Guest blogging and guest publishing provides great opportunities for high quality links to be gained from authoritative sites. A well written piece of content on a site with high traffic could see those readers coming over to your website.
- Increased Site and Brand Visibility
Each piece of content that is written for your site can be indexed on Google. We carefully target search queries with long tail keywords and ranking terms, but ensure that we maintain the right level of brand representation. Become a thought leader in your industry by creating and utilising the right content.
How do you create a content strategy plan?
As a part of our content strategy, we aim to do as much thorough research as possible to really identify the brand, tone of voice and needs. The next step is to research the audience and understand what people are looking for in terms of answers, services, content in general and on client sites.
We then find out what our clients want to focus on and what areas they would like improving, boosting or creating.
Following this, we’ll have plenty of discussions with our clients over a good brew and get cracking on writing quality content that will drive results!
Our favourite software to carry out this research includes:
How do you track the success of content?
We do this in various ways. There are plenty of great tools that we use, such as Google Search Console and Google Analytics. We can monitor how well pages are performing through tracking the number of impressions and clicks they get and where they are positioned in Google when target terms are searched.
We also pay close attention to where leads are generated from. Maybe a customer filled out a contact form after reading a blog post, or maybe someone bought a product after reading your email about it.
This way, we can see how well certain content is performing in terms of lead conversion.
It is also worth considering what success looks like for you and how you would measure this. We can promote new content on many different platforms, from general social media to paid Facebook Ads and LinkedIn Ads, to generate those alternative leads alongside Google organic.
How long does it take to see the effects of content marketing?
This depends on a lot of factors. Some content will be effective straight away! On the whole however, content is constantly working towards driving your site traffic and may take time. There is a wait time for Google to index new pages, and it may be a few months before a blog post really takes off. A new service page however, may bring in enquiry calls in a matter of days.
No matter how long each piece of content takes to yield results, it’s important to remember that each piece will be optimised to produce a specific result. Therefore, you’ll be bringing in traffic from the right people and not from time wasters.
Can you update existing content?
If there is value in the pages a site already has, then we’ll always look to optimise these further to get the best results from them. We look back on existing content to ensure that everything is still relevant, accurate and targeting new keywords and queries that may have emerged since.
We use existing content for inspiration for the new content – this way, we match your preferred tone of voice and keep your branding consistent throughout the site.
Why should I work with a content marketing agency in Bolton?
We’re based in the centre of Bolton and love a good chat with our clients. Our team is made up of young, local talent who each work with the passion needed to write high-quality content that fulfils (then exceeds!) expectations and creates opportunities for clients.
We’re ready to plan your content marketing strategy with you. Pop over for a chat and let’s get started.