There’s no denying it: Content marketing is here to stay. For SMEs without the marketing budgets of large corporations, it’s one of the most effective ways to grow your business and build a solid presence online.
But what is it, exactly?
Content marketing relates to the information you share with your audience online. This includes blog posts, social media content, video marketing, and webinars. If you’re new to content marketing, it can be overwhelming—but we’re here to help!
Here are six of the most common content marketing questions (and the answers to each one!) to get you started on your journey of bringing effective and engaging content to your target audience:
1. How will content marketing benefit my business?
According to the 2016 Digital Australia report, the average person spends over 10 hours each day on their devices. Each time they go online, they’re consuming content—making it the easiest way to reach your target market online.
Ultimately, the goal of content marketing is the same with any other marketing activity: To increase your bottom line.
When it’s done right, content marketing will increase your revenue and help you achieve your wider business goals, but there’s more to it than that.
Some of the key benefits include:
- Helping your business climb the search engine rankings, resulting to more visits to your website
- Increasing your reach and visibility on social media
- Increasing trust within your audience and establishing your business as a thought leader.
2. How long will it take for me to get results?
There’s no magic number when it comes to getting results from content marketing. Some established SMEs might notice an increase in traffic straight away. For others, especially those building their online presence from scratch, it may take a little longer.
Content marketing is a long-term strategy. To get the best results, it’s important to develop a consistent approach. With a consistent approach, most businesses can expect to see some results (e.g. increased site traffic, social media followers, business leads) within six months from implementing their content marketing strategy.
3. What type of content should we be creating?
Content marketing is often split into two main categories: on-site content and off-site content. It’s a good idea to create both, as they will benefit your business in different ways.
On-site content relates to the content you share on your own website. This includes things such as blog posts, downloadable ebooks, and on-site videos.
Off-site content is the content you share elsewhere on the Internet, including guest blogging and social media posts.
It’s usually a good idea to include different content types in your online marketing plan, and experiment a little to find what works best with your audience.
You should also aim to include a mix of topical content covering the latest industry news, trending topics, and events, and evergreen content which will continue to stay relevant long after you hit “publish.”
4. How much content do we need?
Again, there’s no magic number when it comes to how much content you should be creating. As a general rule, the quality of the content is much more important than the quantity of the content you produce. It’s a better idea to create high quality content that adds value, rather than trying to rush content through just for the sake of getting more out there.
Search engines and social media algorithms prefer high quality content as well. Taking longer to produce quality content may seem counterintuitive, but it will increase your reach and engagement, making it more worthwhile in the long run.
That said, it’s important to stay consistent. How much content can you create on a regular basis? If you’re short on time or can’t afford to outsource your content marketing efforts, set yourself a target that feels manageable. From there, you’ll be able to manage your content schedule better, and see how much content you need to create to actually get results.
5. How do we know it’s working?
When it comes to content marketing, metrics are very important. Yet keeping track of the results is something many small business owners seem to overlook.
To avoid this, make sure you have tools such as Google Analytics set up properly for your website. This will help you keep track of the results, and determine which content is the most popular with your audience. You’ll also be able to tell where your traffic comes from, which can help you measure social media growth and search engine optimisation (SEO).
Over time, you should see your website conversions increase, too, as your readers become your customers.
6. What’s a brand voice, and how do we get one?
Your brand voice is like your business’ personality online. When you have a clearly defined brand voice, you ensure consistency in the content you produce, and a way to set yourself apart from other brands.
When creating your brand voice, consider how you would like your audience to see you. If you’re going for friendly and approachable, using stiff, formal language in your content isn’t going to cut it. Similarly, if you’re a business that requires a certain level of formality and professionalism, using lots of slang and colloquialisms probably isn’t the best choice of language to convey your brand image.
To determine your brand voice, spend some time thinking about your business’ core values and how you plan to demonstrate them online. From there, you can create a framework for your content writers to follow.
Ready to get started with content marketing, but need more support?
Getting started with content marketing can be tricky and even intimidating for the uninitiated. This is exactly why, especially for SMEs, employing the help of experts is a great way to get started. Here at Curate Bee, we specialise in helping brands enhance their presence online through our digital marketing tools and expertise. Feel free to get in touch with us to learn more about our services, or take a look at more content marketing advice from our blogs.