6 Reasons To Include Content Marketing In Your Strategy
You’ve heard it before: “Content is king.” And while other new marketing techniques may have your attention, content marketing is still a big player in bringing in customers and establishing credibility in your industry. Below, we’re going to talk about 6 reasons to include content marketing in your strategy. Let’s get straight to it.
#1 Build Trust and Credibility
Content such as how-to blog articles, podcasts, case studies, or interviews allows you to show off your expertise in your niche and help your potential customers at the same time. Content marketing will not only build your credibility as an expert, but it will also help you build trust with your audience which is essential for brand loyalty.
Make a list of the problems or pain points that your target audience experiences and develop content to find solutions. And don’t use your content to sell, sell, sell. Content marketing aims to help customers establish your brand, which will eventually lead to organic sales.
#2 Build Brand Awareness
Do people know about your products or services? Do you have a reputation in your niche? If not, content marketing can help you change that. When people land on your website to get answers or find solutions, you increase brand awareness organically. Use your content to showcase your expertise, as we said above, and increase traffic to your website. It’s a win-win.
#3 Get More Leads, Keep More Customers
It’s all about generating leads, right? And content marketing allows you to reach a pool of customers who might have otherwise not engaged with your brand. When you provide relevant, timely, and helpful content, you draw in new leads. Keep it plain and simple.
Content also keeps customers coming back for more. People are more likely to return to a resource that has helped them in the past. Once they begin to depend on you to provide relevant content as an expert in your field, your customers will think of you when they have a need related to your niche.
#4 Rank Higher in Searches
Your content allows you to weave in keywords that will help you rank higher in Google search. The more you post relevant content, the higher your authority, which means more traffic to your website. We all know that no one (well, almost no one) ventures past the first page of search results, so the higher and longer you rank, the better!
If you post quality content, other businesses will want to link to your website, which further expands your audience. Plus, these “backlinks” are great for your site’s SEO. Want to rank higher? Backlinks are a significant part of getting you there.
#5 Attract Your Target Customer
Yes, content marketing aims to attract leads, but you don’t want unqualified leads that will never result in a sale. Instead, you want to attract your target customer, your ideal buyer, so that you don’t waste time with the uninterested. So, how does content marketing bring in the perfect customer? Put, only those who are interested in your industry will search out your content. And only those who search out your content will click your CTAs and end up perusing your landing page and viewing your products or services. This means that quality leads will be considering purchasing from you.
#6 Get People Marketing FOR You
When your content is valuable, relevant, and solves a problem, you can expect people to want to share it to benefit others in their social circles. When that happens, there’s almost limitless to how many people can stumble upon your content in their feeds. Just make sure that, when you create content, you do so with purpose. People won’t share content that didn’t help them in any way.
Time to Create More Content
There’s no time like the present to start creating and posting quality content as a part of your marketing strategy. Add content marketing to your strategy, and welcome those organic leads!.
The goal of any legitimate SEO strategy is to funnel more traffic to your website. But instead of seeking to rank high on the first page of Google Search’s results (which is important in its own right), today, I’m going to go over 5 tips for landing features snippets on Google Search.
A featured snippet is that first box that pops up in a Google Search just above the ranked results. Also, it provides information or answers a question that users commonly ask. This answer could be a picture, video, list, or text explanation relevant to a question or topic that the user has typed into the Google Search bar. Essentially, Google searches for the best, most appropriate answer, and places it in this coveted spot. Technically, if you land a featured snippet, you’re in position 0 because it pops up ahead of position 1, which is the top of the ranked results. What a place to be!
Is It Really Possible To Get Featured?
Even though there’s no guarantee that your page will be used for a featured snippet, there are some specific steps you can take to optimize your pages and increase your chances. And there’s even better news. It doesn’t matter if your business is big or small, new or established… anyone can land a featured snippet with a little bit of focused work.
Tips for Landing a Featured Snippet
#1 Review Your Website Content
Take a look at your website content with an eye for how you may or may not be helping visitors when they peruse your pages. Do you provide answers to commonly-asked questions? Do you have detailed content that informs readers instead of just persuading them to buy? If you do, then you’ve got an excellent foundation to start with. If not, then Tip #2 becomes even more critical.
#2 Make a List of Questions to Answer
No matter what your website content looks like currently, this tip is critical to increasing your chances of landing a featured snippet. Spend some time in the shoes of your potential customers. What kinds of questions do they need answers to? What advice can you provide? What how-tos or steps or definitions can you offer? Come up with as many items as possible (the more specific, the better), and move on to Tip #3.
#3 Answer Them Clearly and Concisely
Now that you’ve got your list of questions, look at your existing content and polish it up to answer them clearly and concisely. Or, if you don’t have content that answers these questions, it’s time to start writing. For example, if you own a pest control company, create a blog post that answers one of your questions, like “How can I tell if I have bed bugs?” or “Why do I have cobwebs in my basement?” Providing a short, specific response to these types of questions increases your chances of getting featured.
#4 Say It Better,And Say It With Keywords
Make sure you incorporate relevant and competitive keywords into the text that you’d like to have featured. Take a look at what your competitors are saying and create a better, more specific snippet. Make every word count. In other words, no generalities or meaningless terms like “good,” “great,” or “better.” Another quick tip: use Heading 2 and 3 tags. This small addition helps Google identify relevant information within your broader content.
#5 Create Summaries or Lists
Summarize longer content into a short paragraph, bulleted list, or steps and place this summary at the top of your content. For example, if you’ve got a lengthy how-to on how to remove wine from the carpet, then consolidate the steps (1 sentence each) at the top of your article to increase your chances of getting a featured snippet (and make sure you use Heading 2 or 3 for each step). Then, when the reader wants to learn more, they will click on the link to your full article.
When Will My Snippet Get Featured?
As I said above, there’s no guarantee that your content will be featured in a snippet; however, the tips above will get you closer than you are today, and it’s definitely worth the effort. If, after some time, you find that your content isn’t working, don’t be afraid to change it up. If you’re answering the right questions, your likelihood of snagging a featured snippet will increase. Simply, it’s all about getting into your potential customers’ shoes.
Chances are, you and your marketing team have had your world turned upside-down due to Covid-19. But although you may have had to adjust to remote work, there are some ways to make your “new normal” more productive and efficient. Let’s go over 7 tips for productive remote marketing so you can get back to killing your marketing efforts no matter where you are.
#1 Set Up Your Workspace
Distractions are an all-day affair at home, and it’s hard to stay focused when you’re right in the middle of all the action. From kids eating snacks and watching cartoons to dogs barking at passing cars, you really can’t get a break. That’s why it’s crucial to find a workspace that allows you to get away as much as possible. Your dedicated office space will allow you to focus on work, stay in a daily routine, and communicate effectively with your colleagues or clients without distractions..
That being said, it’s impossible to eliminate every distraction when you work remotely. So, don’t be too hard on yourself (or on the kids or the barking dog). Most people understand that these times are difficult and will cut you a little slack if the occasional distraction happens, so don’t let it get you flustered.
#2 Stick To A Schedule
Take a look at your work duties. Create a feasible schedule that helps you reach your goals. Make sure to prioritize the more urgent items on your to-do list. Then, incorporate break time (lunch break, water break, etc.) to give your brain the rest to lead to more productive work. Then, input your schedule (work hours versus off time) on your Outlook calendar and share it with your colleagues. This proactive communication will keep you from straying from your plan.
#3 Communicate With Your Team
When speaking of communication, there’s no such thing as too much of it, especially when it comes to remote work. You’re already removed from the typical work environment — one in which you would be able to lean over your desk and ask a colleague a question or add your opinion to an ongoing discussion. Now, you find yourself on the periphery of the business’ goings-on, which is to be expected if you’re not physically near your team. To fix this issue, frequently communicate with your colleagues. Use video conferencing or pick up the phone and call, but resist the urge to email and text your way through the workday. So much is lost in written interaction. Keep that vital connection with colleagues alive, even if it takes more work on your part.
#4 Rehash Your Marketing Strategy
Because of all the unexpected twists and turns, your 2020 marketing strategy has probably needed a few tweaks (if not a complete overhaul). Instead of just charging forward, spend some time conferencing with your team about what needs to change to be more effective. How have your roles or duties changed? What are the next steps for implementing the strategy? What aspects of the strategy need to be changed to meet new challenges? These questions must be discussed and firmly decided upon before a marketing team can move forward effectively.
#5 Schedule a Daily Check-In Meeting
If you’re leading a marketing team, consider scheduling daily check-in meetings to start the day. In these meetings, you and your team can get on the same page by confirming the day’s goals, priorities, and obstacles and troubleshooting any issues that have arisen over the past couple of days. Not only will you stay connected with daily meetings, but your team will also remain on-task, leading to better efficiency and productivity.
#6 Don’t Neglect the Small Talk
Even though you’re not in the same physical location as your team members, keeping the fun alive is still essential. The interactions that would occur at work — the jokes, the banter, and socialization — can even happen when you’re working remotely, albeit in different ways. For the sake of levity, schedule a short meeting where everyone can talk, vent, joke about their day. Host a happy hour on Zoom on Friday night after the workweek is over. Start a contest, like the best work meme or GIF or this week’s funniest distraction.
It’s hard to be positive when the news spouts fearful pandemic predictions, and you’re all alone in your home office. That’s why it’s so important to celebrate you and your team’s wins, no matter if they’re big or small. When you’ve reached a goal or milestone, celebrate! This focus on positivity is essential no matter where you work, but especially when we feel alone.
The Bottom Line
It may be a hard adjustment, but it’s all about the right perspective. If we can approach remote marketing with positivity and take advantage of the tools that will keep us connected, we can still reach our goals.
There’s no doubt that COVID-19 has changed the way we live, work, and play. For those of us in the marketing field, we’ve seen countless challenges to our pre-pandemic methods for reaching our audience. So many that it’s hard to know where to start. But with a little bit of insight into five ways that COVID-19 has reshaped consumer behavior, we can figure out fresh, exciting ways to reach our customers during this “new normal.”
Read on to learn more about the impact that COVID-19 had and will have on your potential customers.
#1 Buying Local
As communities watched small mom-and-pop businesses struggle to stay above water during the initial pandemic, many banded together to support them through “buy local” efforts. You may have seen your Facebook or Instagram feeds filled with this message as these local small businesses fought unexpected shutdowns in March and April. And as the pandemic continued to gain strength, so did the “buy local” movement. Consumers were living in unprecedented times, and they wanted to support the local economy and do business with brands they can trust.
So what does this mean for your business? It’s time to increase brand awareness among your community, no matter how prominent your business has become. Customize your product or service to meet the needs of those closest to you and engage in your city in ways relevant to your industry and the difficult times we’re facing.
#2 Focusing on Needs
When the pandemic began rearing its ugly head, people tried to predict the potential impact on the economy and, ultimately, their families.
Would there be a food shortage?
Should we add more per month to our savings?
Should we cut non-essential spending?
No one knew what was coming, which caused a shift from buying non-essential or even luxury items to only buying “the basics,” all in the name of financial security. If you sell a non-essential product or service, you most likely saw a dip (or maybe even a scary decrease) in demand.
To combat this challenge, businesses that sell non-essentials need to pivot to stay afloat. In this market, you’ll need to make your product or service irresistible. It could mean lowering your prices or offering additional, more essential products until the pandemic is over. Some companies just switched up their products or services altogether, and who knows if they’ll ever return to the business they had in mind when they first started.
#3 Increased Online Shopping
With quarantine forcing most of us indoors, e-commerce became our only choice when it came to shopping. Of course, some companies did well with this conversion — namely, those already making most of their sales online. However, other businesses scrambled to get organized and make way for customers to buy online. Several months in, most companies who survived are characterized by their ability to switch up their game when it comes to how to deliver their products or services. Those who refused to change, unfortunately, have struggled to make ends meet or have closed altogether.
Once consumers have realized the relative ease of shopping online, we will probably see an uptick in their engagement with e-commerce brands. Even when the pandemic finally comes to a close, brands can expect a higher consumer dependence on online shopping. It means that, if they haven’t already found ways to sell online, businesses will need to do so soon or risk closure.
#4 Increased Focus on Personal Health
The COVID-19 pandemic has understandably caused consumers to take a good hard look at their health. Of course, as people have begun to prioritize healthy living, we’ve seen an increased focus on brands promoting physical and mental well-being.
Businesses that can offer products or services that can contribute to their customers’ health will set themselves apart from the pack, especially during and post-pandemic.
#5 Experiencing Brands
Forced inside and isolated from their communities, most consumers agree on one thing: the boredom is real. That leaves brands an open opportunity to differentiate themselves by offering experiences and inspiration where others don’t provide as simple products or services. Consumers are looking for more than just a “scroll and shop.” They are now expecting to be drawn in with more than just a good deal.
Brands should take advantage of their potential customers’ new need for entertainment and motivation. Emotional engagement leads to sales, and online experiences are the new key to drawing a crowd.
Changing With The Times
As COVID-19 shifts consumer needs, and mindsets, successful marketing teams must make the shift as well. In light of the 5 ways that COVID-19 has reshaped consumer behavior discussed above, what changes should you make to your marketing strategy to maintain and increase your customer pool?
You had a marketing plan all set to go for Q2. Maybe it focuses on summer fun, like travel and sports. Then March hit, and the whole thing had to been thrown out the window.
Where do you go from here?
This pandemic won’t go away overnight, letting us all pick up where we left off. Businesses need to pivot their marketing strategies to reflect the current state of affairs — not how we wish things were.
Here are seven ways your business can tweak your marketing for Q2 — and beyond — as we all learn to navigate the new 2020.
1. Manage expectationsWe’ve all received at least a dozen emails from companies we’ve done business with, updating us on their COVID-19 response. While they may seem like more inbox clutter, they serve an essential purpose.
As this situation continues, supply chain interruptions have gone from possibilities to inevitabilities. Some companies may have to significantly alter their business model to stay competitive in a changing market.
If your customers are facing shipment delays, longer than usual response times, or interrupted service, let them know in advance. Emails are good, but you should also be sharing the message on your website and your social media. Get it out there everywhere you can so your customers won’t be surprised and upset.
2. Increase content marketing
Although some states are slowly reopening restaurants and other businesses, others are still locked down. And as people have adjusted to the “at home” lifestyle, they’ve spent more time online than ever.
Some are looking to learn new skills and increase their industry knowledge. Others are just looking for connections or entertainment. But whatever the reason, people spent 20% more time in apps in Q1 2020, including Facebook, Twitter, and LinkedIn. And Facebook reports that traffic from their platform to other sites has risen over 50%.
This means it’s a great time to provide useful and entertaining content to your audience and promote it on social media for a boost in web traffic. You’ll increase brand recognition and improve your SEO. The time investment now may pay off when the economy stabilizes. #3 Focus on building leads for future sales This may not feel like an appropriate time for selling. But if you’re waiting for things to get “back to normal” before you work on filling your client pipeline, you’ll feel the sting in the future.
There won’t be a day, week, or even month where everything just reopens and we go back to business as usual. The return to normalcy is going to be a long, drawn-out process. And there may be resurgences of this illness that require us to return to our homes.
So you need to prepare now for future sales opportunities and build your leads. If you generate leads through email, consider using this time to make a new lead magnet to gather email addresses. Or try a Facebook lead generation campaign to get people to view a demo, subscribe to a newsletter, or register for a webinar.
#4 Keep posting on social media Even if your brick and mortar store is closed, you need to keep up with your social sharing. Posting consistently builds and maintains brand awareness with your followers. Plus, if you stop posting on social media, your organic engagement will plummet when you do start sharing again.
However often you were posting before this all began, maintain that schedule. Even better — post a bit more.
You can do throwback posts to previous events or launches, build buzz for a future project, or share personal anecdotes from employees or team members. You could also share industry news or educational resources. A cocktail of useful and entertaining content will help keep your followers engaged until you’re ready to get back to your normal content.
5. Think about a PPC campaign
With uncertain financial times, many companies are cutting back their ad spend. That means there are less competition and reduced cost per click for you.
Facebook’s worldwide CPM, or cost per thousand impressions, hit an all-time low of $1.95 in early April of this year. That’s 36% lower than the average over the past two years. And a Facebook pay-per-click campaign (PPC) that cost $0.11 per click in January this year was down to $0.09 in March.
Now, this is an overall average — some industries haven’t seen the same changes. Do a little research on trends in your specific industry before you invest the time and money into a PPC campaign. But for many, fewer companies focusing on PPC means better pricing and less competition for your prospect’s attention.
6. Offer education
If you’ve ever thought about launching an online course, either for revenue or to improve your industry authority, now is the time to do it.
LinkedIn Learning professional development courses saw a 3x increase in time spent on courses in April vs. January. And Cornerstone Learning, which offers employee training to a variety of companies, saw a 75% increase in course registrations in March.
People are taking this extra time to learn new skills, so what can you teach? An online course can live on your own website, or there are sites like Teachable and Thinkific where you build your course.
7. Mind your message
Consumers don’t mind that companies are advertising and marketing right now. One survey showed that only 8% think companies should stop advertising. But marketing messages during a global crisis need to be carefully considered to avoid insensitive or downright offensive content.
Avoid messaging about travel and exploration. And stay away from images that include people touching or gathering in groups. Even if it’s just meant as a metaphor, people are particularly sensitive right now and it’s important to take their concerns seriously.
Instead, focus on how you can relate to people and provide help during this difficult time. Provide encouragement and support for your audience. Instead of aiming for the sale, try to connect with your prospect. They’ll think of you when they’re ready to buy.
Focus on that pipeline
It’s tempting to want to cut every ounce of fat from your budget during these lean times. But businesses who continue to invest in their audience and finding leads will be the ones that bounce back much more quickly as the situation improves.