Marketing Insight

Turn Everyday Updates into Killer Content Marketing

Content marketing is a powerful part of the marketing mix for many businesses. Blogs, articles, press releases, case studies, guides and social media updates all help attract customers and demonstrate your business’s expertise. They can contribute to Search Engine Optimisation (SEO) too. But, how do you find opportunities to create great content when little of note appears to happen? Sarah West, of leading businessto-business marketing agency Full Mix Marketing, explains how.

WHAT TO LOOK OUT FOR

Writing compelling content for your business can be a tricky task. Recognising opportunities is the first step, as much of the challenge involved in content marketing is generating or identifying effective ideas. When looking for updates a good tip is to report on something which has ‘happened’. This might include new customers, case studies, anniversaries, or charity involvement. Even if your update isn’t initially compelling, a little background or context can soon weave almost anything into a story.

FIND AN ANGLE

Before you start writing, you need to determine the right angle. Subconsciously, most people read content by looking for the point. “So what?” they ask themselves! You’ll need to get information across in an engaging, interesting and readable way - even if the subject is dry. You may want to write from a trusted expert perspective or a more light-hearted how-to post. Whichever you choose, remember to leave the reader in no doubt of why it’s of value and why it matters.

HIT THE HEADLINES

So, you’ve identified an update – and angle – that’s worthy of becoming a blog, press release or article. The headline is the first thing people will see and it will dictate whether they read further. Most journalists will tell you it’s the building block of any great story. If your update isn’t initially very exciting, now is your chance to change that. Think of what it’s really about – innovation, collaboration, success, trust - and create a headline which focuses on that.

FIRST PERSON OR THIRD PERSON?

Typically, social media, blogs and how-to articles tend to be written in the first person. However, press releases are written in the third person – as if written about your business by an interested party. Often people do not appreciate that the articles we read are frequently written by the business themselves. Effective press releases must be balanced. Too salesy or biased and it will unsettle the reader. Instead of lots of hyperbole, consider using a quote from your Managing Director to get across your sales message. It won’t raise any eyebrows and is much more likely to be absorbed.

BY THE NUMBERS

The ancient Greek philosopher Aristotle said: “Tell them what you are going to tell them, tell them, then tell them what you told them.” This works well for almost any content marketing. Quickly explain the crux of the story and the news or value it may provide. Then, go into more depth, remembering to never stray too far from your angle. Finally, bring it all back to the point and the ‘take-away’ value for the reader.

LEVERAGE SOCIAL MEDIA

Social media is a powerful tool for many businesses and a great way to get your content out there quickly. Social media posts need to stand out and grab attention. Put yourself in your audience’s shoes and ask “Would I read this update?” Again, whilst traditional sales messages have their place, they are less engaging than genuine updates or sharing other news.

IMAGE IS EVERYTHING

The right picture is critical to accompany any content. Along with the title or headline, it has the greatest influence on whether it will be read. Most of us are visual learners. We digest content much better when we can see it. When choosing an image, use one which stands out and reinforces the message of the post. Where appropriate, incorporate your branding or use a consistent style which can become identifiable with your business.

SEARCH ENGINE OPTIMISATION

An effective content marketing strategy typically has two objectives; to promote your business and to aid in the SEO of your website. Fresh and unique content is one of the most fundamental ingredients of SEO. Even if not many people read your last blog, Google will and may ultimately reward you with more impressions in suitable search results. For the maximum benefits to SEO, target subjects which people are likely to search to locate a product or service like yours.

KILLER CONTENT

There’s no such thing as a boring subject – only boring writing. With the right approach you can turn even the most everyday of updates into content which informs your readers, invests them in your message and keeps them reading until the very end. If you need help creating winning content marketing for your business, get in touch today: https://www.fullmixmarketing.co.uk