We are often asked should our business be producing content online. The simple answer is an absolute yes. This post will explain what a content marketing strategy is, why you should include it in your marketing mix and how to do so.

What is a Content Marketing Strategy?

This is a plan of action to produce a schedule array of content types online. The purpose of doing so is to boost search engine ranking results for your business and position your business as experts in your field.

We recommend developing a content planner for a 12-month period outlining the topics you wish to talk about and where the content will be shared.

What are the types of content to create and share?

The following details a list of effective content types that can be created and shared:

  • Blog posts – these are long form pieces of copy with images. These posts are created on the business website then shared on social media channels.
  • Video posts – these may include interviews with key experts within your business, a promotional style video. These posts are created on the business website then shared on social media channels.
  • Case Studies – creating a long form piece of content detail a case or client that you have worked with, assisted is a useful form of proof that your business expertise is of a high level with real results.
  • Media Releases – a professional media release can be pitched to an Editor or Journalist of a relevant media out let – newspaper, TV, radio.

Simply posting on social media such as Facebook is becoming less effective to reach potential clients on the platform. Facebook is driving users to create video posts and/or pay for advertising to better reach potential customers.

Media releases should not be of a commercial nature, sales pitch. Media outlets will not publish this in the form of a story.

The following videos are content we have worked on.

Where should I share content?

Your content should be first created on your business website. You own and control this asset which reduces the likelihood of the content being blocked or lost by a third-party.

Once the content is created and published on the website, you can then share the URL or link to the page or post and paste it onto your social media accounts including Facebook and LinkedIn. When a viewer clicks on the post here, they will be taken to your business website which improves the opportunity of enquiries and/or sales.

How do I create a content planner?

We recommend doing this at the beginning of the new year so it’s in place for the next 12-months.

You can begin by brainstorming with your team to create a list of topics you can write about. These may include the products/services you offer customers, examples of how you’ve helped a customer in a situation and industry news or facts.

You can then place the topics in a spreadsheet spanning 12-months with additional notes. Also include the channels you will share the content on to track its engagement with readers such as Likes, Shares and comments.

Look at a leading competitor that may already be doing this regularly. This will help you benchmark your content and give you insights onto what they are discussing.

You can also use tools such as Google Analytics to track engagement on your content.

How do I write an effective blog post?

Using your content planner topics, you can simply start using a Word document or similar to create the blog post.

This is a long form piece around 400-500 words in length with an image or video inserted on the blog post page. It’s important to correctly format the post with heading codes of H1 and H2 to signify the post structure to Google for ranking listing purposes. This can be done inside WordPress by:

  • Apply a headline to the post – H1.
  • Apply bold and secondary headlines within the post to break it up into sections – H2.
  • Call to Action – insert instructions on what to do next for the reader – Call on Phone, Email on Address.

Next Steps

Our recommendation is to simply start creating content and sharing it online to assess the engagement of readers. It will take time to practice and refine your skills but, not a long period of time to do so.

Track and measure engagement and monitor customer enquiries to see how they found your business and if it was via your content.

Share your experience with us

What has been your experience with your content marketing?
Is it functioning as you expect, attracting customer enquiries? Share your experience with our community by leaving a comment below.

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