• digital marketing manchester

    SEO Content Marketing

    Maximise your business presence online with search engine optimised content

  • What is Content Marketing?

    Content marketing is the creation and distribution of useful, relevant content to attract and engage your brand’s target audience. Often, it signifies expertise in a particular area and helps promote brand awareness. Consumers want to feel connected to a brand that aligns with their identity. By putting effort into producing content that serves a purpose to existing and potential customers, delivering valuable advice can develop and nurture relationships.

     

    Content marketing can take the form of blog posts, videos, podcasts, infographics, emails, newsletters, magazines, courses, webinars, social media posts, templates, quizzes,
    and more. The aim of the content should be useful and relevant and hopefully trigger consumers to buy, learn more or excited enough to support your brand and share it with others.

    How does content marketing work?

    To become familiar with a brand, product, or service, customers undergo the stages of awareness, consideration, and commitment. Each phase requires different types of targeted content that can attract and retain customers. Creating high-quality content that directly targets your intended audience is important because search engine algorithms are getting smarter ... and only the best content wins. AI digital marketing is disrupting this space considerably - but to savvy users also creating newer opportunities.

     

    When you create a content marketing strategy for your brand, you need to consider your target audience and the touchpoints they use to discover and engage with you. With a successful content strategy, you can build a relationship with your target audience while positioning yourself as an expert in your field. Ideally, you can leverage the trust you develop with your audience through high-quality content that moves you closer to your overarching online business goals.

    Content Marketing - Awareness Phase - web-aviso

    Awareness

    A potential customer may have just discovered you and may not be aware of your brand and what you have to offer at this phase. Providing content that illuminates and potentially alleviates their challenges, or elicits desire by forming an identity connection, can draw attention to your brand because it is useful and relevant.

     

    E.G., Social media posts, emails, blog posts, videos

    Content Marketing - Consideration Phase - web-aviso

    Consideration

    At this phase, the consumer has heard of the brand and may be in the process of choosing between different brands. This is a crucial time for brands to sway opinions one way or another, so it should incorporate an element of marketing. Not only should the content be useful, but nudge them into selecting your brand over others.

     

    E.G., Articles, quizzes, guides

    Content Marketing - Commitment Phase - web-aviso

    Commitment

    The consumer has committed to buying your product or service, so this is the time to seal the deal. They may already subscribe to your newsletter or emails, or follow you on social media, so it’s time to convince them you are the best choice out of all the competitors. After the purchase, customers might share these types of content

     

    E.G., Newsletters, guides, research, social media posts

  • Content Marketing Strategy Guide

    Every piece of content tells a story, and together, a body of content tells an even bigger story about who you are, your expertise, your values, and your place in the world. Developing a strategy for your content ensures that you're telling a cohesive narrative every time you hit publish. With an effective content strategy, you'll create opportunities to educate and serve your audience, establish yourself as an authority in your niche market, and show your audience why your business matters.

     

    As you prepare your content strategy, it can also help to research how your target audience receives, consumes, and engages with content, as well as their preferred communication styles.

     

    Below we have broken down the content marketing planning process into seven steps: 

    1. Define your goals.

    With clearly defined desired outcomes and success measures, you can design a strategy that moves you closer to your business goals. Think about what you'd like to achieve with your content.

     

    It may help to structure your goals with the SMART methodology ...

    A SMART goal is Specific, Measurable, Achievable, Relevant, and Time-bound.

     

    e.g.,

    • Generate 50 percent more qualified leads in 90 days.
    • Double the number of social media followers in 60 days.
    • Get 100 new email subscribers in 30 days.

    2. Research your target audience.

    Who are the potential or target customers you'd like to introduce to your business? This group of people may likely have some shared characteristics worth keeping in mind as you develop your content.

     

    It may help to create a buyer persona of your target customer to help guide your content creation process. Developing personas can make it easier to reflect on target customers’ needs and how your content can meet those needs. Some questions to ask as you develop your buyer persona include:

    • What are their demographics and psychographics?
    • What are their interests, values, and needs?
    • How does your business fit into their lives?

    3. Conduct a content audit and SEO competitor analysis

    Before you plan to create new content, it's worth revisiting the content you already have. Consider what types of content you've published, how well your content has
    performed, and whether your existing content has historically contributed to your company goals.

     

    Additionally, consider the opposite: whether any of your content has underperformed or moved you away from your goals.Through assessing your current content library, you can gather hints about the types of content that your target audience might like or dislike in the future, and use this knowledge to guide future content plans.

     

    In addition to auditing your own content, you will be able to learn more about your target audience through an SEO competitor analysis. This can help reveal industry standards and opportunities to create fresh content that fills gaps and better serves customers.

    4. Choose your content types.

    Next, think about the types of content that you can reasonably create, your target audience is likely to react positively to, and can help you reach your content goals. You
    may also consider different types of content for different stages of the customer journey.

     

    Some common types of content to consider include:

    Blog posts / Social media posts / Videos / Podcasts / Email newsletters / Case studies / White papers / Templates / E-books

     

    Be mindful of search engine optimisation techniques and tools to help enhance and refine the material to your specific customer or market type. Knowing how you'll optimize your content types for your chosen platforms is one way to think strategically about your content.

    5. Create your content plan.

    At this point, you have a strong foundation on which to start strategically planning your actual content. Reflect on the work you've done so far to determine the content topics you'd like to address across your various content types. Here, consider topics at the intersection of your unique expertise and your target audience's interests, values, or needs. Use AI to help you create a framework - but always remember AI is a just tool.

     

    You may also brainstorm ways you can further conversations around content areas that have historically performed well for you or that perform well for your direct business competitors.

     

    Leveraging your content across different platforms is another way to strategically approach your content. Audiences may have different communication expectations across different platforms. Think about how you can repurpose content on the same topic across your chosen platforms. Some find it helpful to organize their content plan with a content or editorial calendar too.

    6. Develop a process for content creation.

    With a content plan in place, you’ll have more clarity around what you'll need to do in order to begin generating your content. Consider the people you'll need on your content team in order to meet your goals and execute your plan, whether that's content strategists tasked with audience research and ideation, content creators willing to appear on camera, or writers who can serve as subject matter experts.

     

    Also consider the tools you might need as you develop and publish your content. Tools may include an AI marketing platform, a content management system (CMS), competitor research tools or other SEO resources, as well as creation and editing software.

     

    Since you'll need to generate content on a regular basis, a streamlined creation process can make it easier over time to come up with new ideas and build continuous content that serves your audience and expands your goals.

    7. Measure the success of your content.

    Once your content is published and your audience begins engaging with it, you’ll need to have a plan in place for measuring how well the content performs. Google Search Console is an easy first port of call - but also many websites, social media platforms, and email systems report metrics like the number of views or clicks a piece of content gets and how many people are subscribing or following over a span of time. Invariably you can delve much deeper with Google Analytics, or other indepth SEO tools.

     

    Determine which metrics that are most relevant to your content goals, then decide on the best way to track those metrics over time. Once you being to see how your content is performing, this will provide you with a basis for adjusting individual pieces or content or the strategy as a whole.

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    We also recommend reading :

    25 Answers to the Most Frequently Asked Questions in Content Marketing

    Contact web-aviso

    Content marketing has become one of the most popular digital marketing services undertaken by web-aviso recently, especially with the advent of AI as we have a developed with prompt engineering to help refine our own processes and capabilities.

     

    In the field of content marketing we can provide:

    • Analytics and data analysis
    • Audience profiling and building
    • Content marketing creation, including design
    • Content repurposing
    • Content optimisiation
    • Search engine optimisation
    • Content marketing distribution and onward promotion solutions

  • Related areas of digital marketing provided by web-aviso

    Digital marketing isn't a one-size-fits-all approach. It's a vast umbrella of marketing disciplines that work together to create a cohesive online presence for your business. web-aviso provide a range of services that contribute towards both defining, planning, implementing and refining your digital marketing, as well as being designed to get your website working more effectively for your business, attracting, engaging and converting more customers.

  • PRO CONTENT MARKETING TOOL TIP

    According to Semrush, 41% of all Google search results contain a People Also Ask section. Which means they’re worth writing about and search engine optimising for. The only problemis that it’s a pain to find these questions at scale. Obviously, you get see a set of 4 questions right away, but you need to open up the question accordion to get access to more questions. Fortunately, you can use tools such as Answer The Public to find questions related to your topic.

    If you are working on a proposal or pitch, want to scope out what people think about your competitors, get some content ideas, or even creative inspiration based on what people are searching around similar brands, this resource will reveal the most popular questions being asked in search. Using auto-suggest data from search engines like Google,you’ll be able to discover what people really want to know about the world's biggest organisations. Switch to the ‘data’ tab to see new and trending searches this week, as well as the ones that have dropped out of popularity.

    Answer The Public listens into auto-complete data from search engines like Google then quickly cranks out every useful phrase and question people are asking around your keyword. It’s a goldmine of consumer insight you can use to create fresh, ultra-useful content, products and services. The kind you know your target customers are asking.

  • Grow Your Business with web-aviso

    Get found online and turn searchers into customers with a tailored digital marketing and SEO strategy designed for your business.

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