Hollie Tudor-Smith of Dragonfly Creative outlines the importance of marketing during these challenging times, with some tips on creating content and how to attract your target audience.
Many organisations are facing the challenge of transforming their business digitally. A few weeks into lockdown it is clear how lucky we all are to live in a digital world, and that operating digitally allows businesses to continue working without face to face interaction.
Overall, there has been considerable knock-on effects from social distancing on consumer behaviour. For example, media consumption is increasing across all in-home channels, including web browsing (+70% over normal usage rates), traditional TV viewing (+63%), and social media engagement (+61%).
To maintain and build relationships with consumers, businesses are turning their efforts to content marketing. This is the third part in a series of blogs that highlight effective tips to boost a company's marketing efforts during this difficult time.
Why content creation is more important now, than ever
It all starts with keywords or a phrase being entered into a search engine, such as Google. The search engine's job is to provide you with the best results. This process is called organic search. Organic searches produce relevant traffic because you are answering user's questions when they are asking them.
It has been noted that 51 percent of all website traffic comes from organic search and over 40 percent of revenue is captured by organic traffic.
To rank highly on search engines, a key strategy is to create high quality content. The benefits of content creation include increasing your brand visibility, positioning your business as a leader in your industry and developing lasting relationships with your customers.
Content creation tips that can boost your business
Here are 6 tips to create content and attract your target audience:
1) Be strategic and plan
Approach content strategically. It is something that can be measured, improved, and tested.
Start by creating goals, such as attracting more visitors to your website or generating more leads. To progress and get your ideas flowing, take a look at what other industry leaders are posting on social media, read trade publications and search for the latest relevant news.
2) Create a spreadsheet of ideas
Taking a strategic approach is more than just identifying the type of content you want to create. It is good practice to create a spreadsheet and track your key metrics (like page views, shares, engagement, etc). The spreadsheet could also include a list of content titles you would like to write about and others that highlight those that are performing well, need improvement and could be rewritten.
3) Create insightful content
The most valuable and essential part of content creation is that it should be relevant and topical for your readers. Be up-to-date and very knowledgeable about a variety of topics in your industry. Create something unique and become a thought leader. Infuse your unique style into your content and take a look at new research or news to back-up your points.
4) Consider SEO
To further make an impact with your content, you should incorporate search engine optimisation (SEO) tactics into your content. SEO research will show you the search volume of a specific keyword or phrase; this will tell you whether or not it is worth your time creating a piece of content around it. Though this is a technical process, it aims to increase the quality of traffic and visitors to your website.
Using online tools such as Google Keyword Planner or Moz Keyword Explorer could help you discover the topics your audience is searching for. Otherwise, try typing your keyword into a search engine, such as Google, and take note of the dropdown suggested options.
5) Share content on social media and use hashtags
There are 2.6 billion users across social media platforms worldwide. To encourage customers to follow you, they have to be interested in what your content contains, which doesn't necessarily have to be just about your business. It's all about finding the right balance between self-promotion, sharing useful information, and entertainment. Facebook, Twitter and LinkedIn are all great platforms to share relevant content.
Do not forget to use hashtags when you share your content on social media platforms. These links create the perfect method for helping your audience find you and your content. Agorapulse noted that Instagram posts with at least one hashtag got 70% more likes and 392% more comments than those without hashtags.
6) Hidden tips
Before getting started with your content, here are a few facts that you should be aware of:
> Take a look at video content. People are 85 percent more likely to buy a product after viewing a product video.
Overall content is a great marketing strategy that can boost your brand awareness, increase traffic to your website and importantly, build trust in your brand. Once you have the content creation process organised, you will be able to generate beautiful content pieces that will not only captivate your audience but will also grow your business.
This article on content creation is the third in a series of marketing tips, prepared by Hollie Tudor-Smith of Dragonfly Creative. If you have any questions or need support during this difficult time, then please contact the Dragonfly Creative team on 02920 782 873