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Thursday 24th August 2017

The Importance of a Marketing Content Strategy

The Importance of a Marketing Content Strategy

Why have a marketing content strategy? Let’s break it down and firstly consider it in terms of any marketing plan: your marketing plan affects all areas of your business, and by coordinating your activities you can eliminate any interference to the journey of reaching your business objectives.

Consider what you want your website to deliver

In the short term, you want your clients, contractors and business partners to be able to receive information about your business that provokes them to click through and act upon the call to action: to turn clicks into business for you. You will have seasonal appropriate information or topical events that need publicising on your website, and this is very important information that needs to be communicated; however, this type of traffic creates an initial spike, and the interest in your website will wane, once the necessary information you have provided has been digested.

For the long term, your website needs content to attract a constant but gradual stream of visitors who organically find your site – these visitors will grow in numbers, but only over time. Remember, you are in for the long haul. While you will not achieve the spike of interest that your website does when you provide specific information of an event or announcement, the careful management of your marketing content strategy allows you to plan and implement for 12 months’ time, or even two years’ time. The development of your content marketing strategy allows your site to gain momentum in an inexpensive but highly effective manner.

A digital agency such as We Are Impression will provide you with a solution to achieve the balance that your business commands. Your business is unique and requires a bespoke strategy to gain the full advantage of your website.

Content for the long term

The type of content that is ripe for the long-term success of your website is called ‘evergreen’. These articles satisfy visitors’ needs, and will always remain relevant. Google is specific in its preference for websites that are relevant to your site’s user. Think about an article that provides users with information on the latest updates to iPhones, whilst initially there will be much interest, but once a new update is released, the article loses value. Compare that to an article about how to plaster a wall, there is no expiration date for the information – it will always be relevant.

Use your content to answer a question, and it will always draw interest. Examples that you can incorporate into your site are FAQs, ‘How to X’ guides or even something as simple as your industry definitions. A section on your site that answers why people should use you will answer questions and strengthen your brand.

A marketing content strategy needs to involve a mix of content that is contemporaneous and evergreen. By combining both of these content styles, you are covering all bases – attracting visitors today, and preparing for attracting them over the next couple of years. You cannot afford not to give either type attention – success in content marketing is all about getting the most from your initial investment, and is measured by the additional profit that you make through your website.