The best business advice, opinion, news and expertise in Greater Manchester and further afield.

Thursday, 16 October 2014

Member Blog: How to Use Content Marketing to Grow Your Business

By Nadia Latif, Content Marketing Manager at Banc Media

The internet can be a frustrating place for businesses. Imagine a room containing 99% of your potential customers, but they’re all distracted by pictures of cats on the walls and what their friends are eating. How do you draw their attention away from the fluff and to your good stuff?

Content marketing is, in its essence, the creation and distribution of quality, relevant content. This content engages with your audience, lets them know what your brand is about, and ultimately converts them into loyal customers and brand advocates.

Here are the essentials if you want to use content marketing to grow your business:

Create Excellent Content

The clue’s in the name: it’s content marketing.

This content needs to be relevant to your business; just because listicles work for BuzzFeed doesn’t mean that they are right for your brand. The aim here is to produce blog posts, articles, infographics, videos, etc. that people want to share and that resonate with what you do.

Give Your Excellent Content a Good Home

You could write the most incredible articles known to humankind, but without a well-designed website/blog with a clean layout, your efforts will likely come to nothing.

People’s attention span online is minimal; you have to capture their attention with the look of your site, not just the formatting and readability of your content.

Additionally, get to grips with SEO best practise so that your content is visible to Google and can be found by your audience – this guide from Google is a great place to start.

Engage with Your Audience

Your content marketing efforts will come to nothing without great content. But it’s also about how you use that content and find appropriate channels to connect with your audience.

Brands have the ability to develop a fluid personality through social media thanks to constant communication with followers and other brands. Tesco Mobile’s social media team has been widely lauded for raising the brand’s profile by entering into lively debates with fellow brands and customers.

Proactive social media engagement can help build your brand’s authority, and it’ll cost nothing more than the time you invest into it.

Don’t Be Afraid of the Guest Post

A great way to reach new audiences and add great content to your blog is to diversify with guest posts. Think about who would bring value to your blog; you should only invite people who have something useful and relevant to say.

Invest Your Time

There are no short cuts; quality content marketing takes dedication. Sure, you can churn out blog posts and set up automatic updates on your social channels, but the real value can be found in taking the time to find, listen to, create content for, and interact with, your audience.

We’ve put together a round-up of 50 content marketing ideas you can use on your website and blog – check them out here.

About Banc Media
Banc Media is a search engine marketing company, specialising in SEO and PPC. Based in Manchester, they are comprised of operational specialists including a dedicated content marketing team.

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