Content marketing to attract new clients

Graham Buchanan SUS-140406-100738001
Graham Buchanan SUS-140406-100738001

Just over four years ago our article in Business Matters was titled: “Content is King”.

Isn’t it refreshing to know that in this ever changing environment some things stay the same!

Publishing a constant flow of new content is no longer just a nice idea for businesses to demonstrate their expertise, it has become a vital online marketing activity for improving search engine rankings, driving website traffic and nurturing existing leads.

Here are five tried and tested best practice content marketing techniques:

1. Start with your USP

Every business needs a unique selling proposition.

The first step to great content marketing is to identify your own USP enabling you to add an appropriate “voice” and “story” to your content.

2. Know your Audience

Identifying and building your buyers’ persona is crucial for success.

You need to understand their concerns and needs and know where to find them online.

Only then can you get your content in front of the right people.

3. Map your Content to the Buying Cycle

Understanding your customers’ buying cycle will not only enable you to identify suitable content topics, it will also help you match the most appropriate content format to each phase of their buying process.

4. Map out Ideas

Based on what you now know about your client, map out topic ideas which will be relevant, helpful and fun.

Be creative with content delivery by adopting multiple formats.

Repurposing or curating third party content will also enhance your message and further demonstrate your expertise.

5. Build a Content Calendar

A content calendar is vital for staying organised. It will allow you to plan when and where to share your content.

Note dates for publishing tasks, including who is responsible for each task.

Include important dates and external events relevant to your industry.

Following these five steps will assist you in developing an engaging content marketing strategy and make the most of the latest search engine, social media, email, blogging and social selling techniques which ultimately leads to increased traffic and more sales.

For further information or guidance on how to better understand and develop a content marketing strategy, get in touch:

Tel: 01323 724159