We believe that relevant, valuable content is king. The Content Marketing Institute states that ‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.’ Creation and re-optimisation of content will help your business rank for keywords that matter in the current social situation. Here are four benefits of focusing on reassessing your content.
Offer value now to generate sales later
The strategic use of content is a crucial method through which valuable brand to customer relationships are created and sustained. In pre-COVID-19 circumstances, the value would usually be measured through the selling of products and/or services. However, social circumstances have changed; the value a business can bring to its customers may not currently be in the form of sales. Rather, offering help and being sympathetic to the current situation. Value needs to be viewed as a dynamic, tangible entity that makes customers’ lives better in their current environment. There are numerous ways in which this objective can be achieved.
Assure your audience your business is still open
Effective content breaks barriers to deliver a message even during an unprecedented pandemic. Think about the current situation: your audience is at home being bombarded by COVID-19-centric content – they’re craving non-corona content – give it to them! There are many different types of content including but not limited to
Blog content is effective because it allows you to combine it with other marketing channels such as social media and video platforms.
An Infographic is a fun way to blend text and visuals into eye-catching content. Furthermore, they are a quick, cost-effective way to break down a topic into digestible pieces. They are linkable, sharable and did you know that our brains process visuals quicker than text?
Video provides you with the opportunity to offer a widespread amount of information in a short space of time. It’s easy to produce, cost-effective and can be posted on a plethora of social media platforms.
User-generated content (UGC) is considered to be one of the most powerful marketing tools because it’s an example of consumers’ trust in your brand. Ask your audience to participate in campaigns and other collaborative activities such as posting photos on Instagram. It will ensure them that even in uncertain times, they are still a priority for your brand.
Re-optimise your content
New content isn’t going to rank immediately, and coronavirus coverage is going to dominate SERP. Therefore, we recommend that to stay visible businesses spend time on re-optimising content that has already been written. Blog posts and/or landing pages that rank well on SERP but aren’t driving organic traffic are perfect examples of content that can be re-optimised. Updating of content works in synergy with SEO. During a time of crisis, developing proactive content and SEO strategies that align with re-shaped objectives will help you increase traffic to businesses’ websites.
Consider using the extra time on your hands to speak to us about a free website content audit.
Ensure your strategy is relevant for the current marketing environment
Our team of digital marketing professionals will advise and recommend optimal ways to develop compelling content strategies to achieve favourable results in the current landscape. This can include but is not limited to increased reach, user engagement and lead generation. Boosting awareness to attract prospective customers as well as communicating with your existing customer base are essential elements in a tactical, effective marketing plan.
It’s beneficial to speak to us at fio.agency to schedule a marketing strategy consultation. We’ll work with you directly to sculpt a new strategy to leverage the value your business can provide customers at this time.