Content Marketing

Content marketing is one of the fundamentals of any digital marketing campaign, it’s basically the words, images, videos and (in some cases) audio that appears across the internet. The most important of which is of course your website, but it also encompasses any content that you feed onto other websites, such as social media posts, PR articles, YouTube videos etc.

It is often the only form of communication you will have with potential customers and it’s what will lead them to deciding whether or not to take any action. If your content is sloppy and badly written and your images are fuzzy then it sends out the wrong impression to your potential customers about how your business operates.

It’s important to understand what information is most important to the people that visit your website or interact with your business online and then construct that information in a way that encourages people to take action.

Like most things worth doing, content marketing takes time to get right. Not only do you need to be continually reviewing the content you have, you need to be adding to it on a regular basis. The more frequently you add new (relevant) content, the more often Google will index your website and this is good for SEO too.

Here are some things to avoid when embarking on content marketing:

1. Don’t copy other website content, plagiarism is against the law and you could see yourself in a lot of trouble.
2. Don’t be tempted to outsource to a freelancer ‘on the cheap’ that has no idea about your business, you will likely get poor content in return.
3. Be aware that people read differently on websites and want core information served up quickly.
4. Break up long pages of text with images and design features, people won’t hang around your content doesn’t gain their interest aesthetically.
5. Steer clear of keyword stuffing, it’s not great for anyone visiting your website and search engines really don’t like it either, try and keep your content natural but with laser sharp focus on the subject or topic.
6. Try and keep in mind one page one topic, don’t try and cram in too much information about different areas of your business on one page.
7. Remember to write what people want to read, not what you want to say. No one really cares about you, only what you can do for them.
8. Don’t hide key information away, be as transparent as possible, it helps instil trust.

Our aim is always to help our clients to achieve their goals. Content marketing should be viewed as a partnership, we work together on creating good quality, relevant and well optimised content with your potential customers in mind.

Because we work on an ongoing basis with our clients, we can continually tweak and improve existing content whilst researching and writing about new topics. We generally find a mixture of client generated and TU Marketing generated content works really well.

The other benefit is that because we look after all of our clients digital marketing requirements, we can tie in content with other marketing activity. This means that it appears on a technically sound, fast and high performing website, is consistent with other work that is happening and therefore it performs much better.

Everything we do is aimed at achieving results and not just creating content for the sake of it. This is different from client to client which is why we offer bespoke services, tailor made to each individual set of requirements and circumstances. We don’t offer cookie cutter services and why should you accept that, after all, you aren’t a cookie cutter business!

If you want to discuss your content marketing requirements or digital marketing in general, please do get in touch today.