What's The Story
Content Marketing – What’s Your Story?
We all love telling and listening to stories and online content marketing is all about telling your story. When I’m working with my clients, I always advice them to “tell your story”. For example in the real world if you are making jams and you come to the shelves with the jams, If you have a choice of buying the generic Tesco brand or the one with the photo of the jam maker, her story about how she grows the berries and it’s her Granny’s recipe, you are always going to buy the more personalised one. So the point being is that we are offering an insight into the product or service by providing valuable, relevant and useful content to attract and retain a clearly defined audience. Your website should be no different when it comes to content marketing. The aim here of course is to drive our customers into taking action and buying our product through online content marketing.
There are many examples of this type of marketing, for example electronic products. We might be selling one of those dream boxes for the TV. A nightmare for the non technically minded person, so by publishing a youtube clip of the set up process with a link back to our site, we are putting up valuable information that’s relevant and we are not charging for it. The by product of this is, firstly, it will well rank wise for anybody searching for that type of content, if it’s useful enough, people will share it. Secondly it will direct people towards your own site. Now that they are on your page, you have the chance of selling your product, accessories and add-ons. No matter what type of product or service you sell, you can always provide valuable information on line to the end user about better ways to use the product or service.
When doing all of this there are a few rules. Make it interesting, with some take ways if possible. Make it engaging, you can ask your audience to give feedback. Make it visually appealing and above all it has to be useful and relevant to your product or service.
You get the idea! Providing our customers with content that is relevant and useful is a great way of capturing your audience. Not only that but if it really helps them get better value out of the product they will also spread the news and share it.When we develop a Digital Marketing Strategy for our clients at Digimark.ie , before we implement it you must be clear on your story, why you have gotten into business, how the product works, how can it change your life for the better, how to get the best out of the product, what are the benefits etc. Once you are clear on this it is easy then to put together a measurable strategy with the proper mile stones so that you can see where you are hitting the mark and where you are not.
Here is a link to the 5 pillars of content marketing from the Content Marketing Institute by Steven McDonald
So put your site to work.
For further information please check out our site at DigiMark.ie or email me at firstname.lastname@example.org