B4 Magazine Issue 62 - Aston & James Birthday Edition

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5 REASONS TO GIVE CONTENT A LEADING ROLE IN YOUR ‘NEW NORMAL’ COMMUNICATIONS STRATEGY Content is king, whether we like it or not. No, that’s not just another marketing cliche; it has proven itself to be the key tool in the marketing mix for some time. So now’s the time to consider how to use it to your advantage as we look towards the rest of 2020 - our ‘new normal’ Written by: Kate Stinchcombe-Gillies

Bill Gates first gave regal titling to content way back in 1996 and the internet has proven to be the perfect vehicle for it ever since. And there you have it, the crux of why it’s so crucial to your success - the digitisation of commerce. Online or offline, content is integral to every element of the marketing mix, including:

1. BE PRESENT Visible or audible businesses helping their audiences navigating the changing landscape, will be those most remembered for their assistance, knowledge, expertise and generosity of information and time. Communicate now to stay front of mind.

2. BE RELEVANT • Website & SEO, emails, social media, PPC • Branding, public relations, marketing campaigns, influencer activities • Events, print collateral, affiliate marketing

WHAT PROMINENCE DO YOU GIVE CONTENT IN YOUR ORGANISATION? Another way to ask this question would be to consider how much storytelling you do as a business? Or how often do you communicate with your audiences and via which channels? Content sits at the heart of how a business communicates and what it says about itself and to its customers, suppliers, shareholders and staff. What marketers refer to as ‘owned content’ is content that you create and host on your site or use in your marketing materials. This is your opportunity to tell the story of your business, how it came about, what you’re experts at, how you deliver that expertise in order to help others - what challenges you help overcome.

HERE ARE FIVE REASONS TO GIVE CONTENT THE MOST PROMINENT ROLE IN YOUR COMMUNICATIONS STRATEGY TO HELP YOU THROUGH THE REST OF THIS CALENDAR YEAR: WWW.B4-BUSINESS.COM

With relevance comes resonance. If your communications can reflect on the current, changing and yet to appear ways of living and working post Covid-19, you’ll strike a far more pertinent chord with your readers or listeners. They’ll be far more likely to pay attention as a result.

3. BE EXPERT You don’t have to be an expert in pandemics or crisis comms to be a useful expert. Remind yourself of the value of your expertise to your audience and shape it to fit their current challenges via website content, nurture emails and social media campaigns. Genuine expertise is invaluable, especially in times of uncertainty.

4. BE CREDIBLE Unless you tell your audience about your expertise and put it into context for them, why would they think of your business when they next need someone like you to help them? Content that incorporates findings from your own sector or surveys, data on product usage, commentary from industry experts, and/or endorsement from existing customers all aid great storytelling while reinforcing your credibility.

5. BE ANALYTICAL Learn what’s working for your audience by analysing what they’re choosing to read: email open rates and click through rates are invaluable, social media engagement figures and conversion stats too,

website traffic sources and most read content are vital as well. You won’t always have to create new content to stay relevant, credible and present. Businesses that regularly create content for their website, whether that be a blog or FAQs, might find that long ago written content needs just some small tweaks to become hyper relevant now.

MAKING YOUR CONTENT WORK FOR YOU All too often content can fall to the bottom of the to-do list, but with a clear focus on who you’re creating it for and what value you’re adding, the plan will come together more easily and dedicating time to its creation can be more easily prioritised. The rewards will be quick to see too thanks to the ease of measuring how owned content is performing. What’s more, you’ll have a continuous flow of newly generated or refreshed content to fulfil email and social campaigns as well as myriad other marketing activities. Make content the king of your communications strategy and you won’t look back.

   

kate@coconutpr.com +44 (0) 7791 114 296 www.coconutpr.com @katestinchcombe

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Articles inside

Our Business Continuity Plan

3min
page 69

Virtual Solutions

7min
pages 64-65

Support For Hadway And Special Effect

2min
page 70

Bee-ing Even Greener

6min
pages 66-68

Well, I’m Back

2min
page 63

Heading To The USA

2min
pages 42-44

Real Estate Team Expands

2min
page 47

Getting Through the Tough Times

7min
pages 48-51

New Marketing Recovery Package

4min
page 62

50 Opportunities For A Better World

17min
pages 52-57

Have You Really Had Sales Training?

3min
pages 45-46

Stronger Together

5min
pages 60-61

41

3min
page 41

Family Wealth Practice Expands

3min
pages 39-40

Now’s the Time to Sell Online

3min
pages 33-34

Give Content a Leading Role

3min
page 35

Achievements in Innovation, Safety & Sustainability

4min
pages 36-38

BIO2020 LIVE

14min
pages 14-17

Wills During The Coronavirus Pandemic

2min
pages 22-23

No Sense In Caring

9min
pages 26-28

Director’s Duties and Coronavirus

4min
pages 30-31

News from the B4 Community

21min
pages 8-13

Happy Anniversary, Aston & James

1min
pages 24-25

Oxfordshire Businesses Shine

10min
pages 18-21

Learn to Sell by Watching Movies

2min
page 29
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