If you type in ‘content marketing guide’ to Google, you will find extensive guides and lists of companies who are doing content marketing right. The problem is, these tend to be companies with million-pound marketing budgets for flashy products, so aren’t exactly a representative sample. What if you’re a small to medium business, selling a service or product that isn’t typically ‘marketable’?
A lot of people make the mistake of thinking that their offering is too boring to market. The truth is… nothing is too boring to market! As long as you have a defined target audience, you will be able to successfully reach the people who are most likely to respond to your marketing messages. You don’t need to be a multi-national corporation like Apple or Nike to make this work, your approach is just going to be very different.
How to engage in content marketing
Gone are the days of interruptive advertising. Market research shows that this no longer resonates with any target audience! Switching to a content marketing strategy is all about making the change from push marketing to pull marketing… Instead of pushing your product onto customers, your content needs to reach them in the most natural way possible, so it can feel more authentic, engaging and less forced (pull marketing)!
Content marketing involves creating and sharing educational, valuable content on channels such as social media, blogs, podcasts, apps and print design. In this article, we are going to focus on social media and blogs as these tend to be most accessible for SMEs (small and medium enterprises).
Social media content marketing
We are all guilty of spending a little more time than we would like scrolling through social media. But… isn’t it satisfying when you are trawling through all of the rubbish on your news feed and come across a fascinating post? The beauty of social media is that there are so many different ways to engage with your audience – be it an article, a photo, a video or even an infographic!
Here at XIST2, we think infographics are a great way to get started with content marketing! They are informative, easy to create and display your content in a simple way. For example, we might post an infographic about the benefits of SEO (search engine optimisation), to help a potential customer learn how it can benefit their business, instead of posting a pushy sales message about how much our SEO plan costs.
Here are a few other examples of content marketing on social media for companies you might think are too boring to market…
- An osteopath clinic might host a live video Q&A session, where their followers can learn tips and tricks for having great posture.
- A mortgage advisor might post a series of infographics on tips for first-time buyers.
- Instead of posting the prices of skips, a waste management company might post a photo about the percentage of waste which gets recycled.
- A quarry might give its followers a behind-the-scenes look into its processes and machinery.
Blog content marketing
Blogs are a really easy way to educate consumers and help them to figure out how to solve their problems. The ideal length for a blog is around 1500 words, which allows for a whole lot of creativity!
The great thing about blogs, is that they are great for SEO. They help to target ‘long tail searches’. For example, if someone is looking for a new website, they might do a bit of research before. They might type a longer, question-type search into Google such as ‘benefits of WordPress websites’ or ‘should I have a custom website or use a website builder?’. You want to capture these in market audiences, who are actively searching for information about your service, and bring them to your website. Once they have reached the page about the benefits of WordPress websites, you can direct them to another page about your services!
Whilst there might be a common misconception that blogs are boring, if you’re targeting someone who wants to learn something, they will never find it boring! Many people also worry that writing educational/informational blogs is giving too much away and allowing the consumer to solve their problems by themselves. However, the key is helping them to solve their small problems, because then once they have a big problem you will be the one they come to – knowing that you are knowledgeable and trustworthy in this field!
Here are a few other examples of content marketing with blogs for companies you might think are too boring to market…
- A Maths tutor might create a blog on Maths GCSE revision tips.
- A company selling stationary might create a blog on top tips for getting organised in the New Year (of course, suggesting that you should use a diary, calendar, and colour coordinated pens).
- An independent local shop selling soap and candles might write a blog on gift ideas for Mother’s Day.
- A software company might write a blog with step-by-step instructions on how to use their software.
At the end of the day, with effective content marketing you will be able to successfully reach your target audience and increase conversions, without forcing your product/services on your customers. Not only will you likely receive more sales, but you will increase your brand awareness and loyalty, as well as building a relationship with potential consumers who now see you as a source to be trusted.
If you need any help thinking up some fun campaigns and carrying them out, please get in touch! We are an Oxfordshire based Digital Marketing Agency, working with clients all over the country to deliver high-impact website design and development, SEO, PPC and social media management. Please email info@xist2.com or call 01993 835 117. We would be happy to discuss your needs.
