In a digital marketing sense “Content” is anything you put out online that is directed at an audience - your audience. Content marketing encompasses any way you communicate with your clients or potential clients, and it’s a vital tool for you to build your brand and set yourself apart.
It can be written content (web pages, blogs, articles, social media posts), picture content (infographics, curated photos, logos, posters), video content (interviews, piece to camera, educational videos), or even audio content (podcasts, sound bites). By now you’ve probably got the idea that content can be just about anything, and the type of content creation, or content marketing, you pursue will depend largely on your brand and your ideal target market.
The thing many businesses seem to overlook when they are pumping out content is that they are writing to an audience - and usually a very specific one at that. It’s not enough to have content that’s catchy and stuffed full of information, you need to be creating content that is targeted specifically at your ideal client. This is where the Unusual Team can really help. We can help you to identify your target audience and figure out what sort of content, style, language, and tone they’re looking for. Once you have those foundations in place you're clear to create all kinds of content like:
Website Copy: Your website is so important to your business. Not only is it the only piece of online real estate that you actually own and control, but it’s often the first place potential clients will go to learn more about you and your brand. Like it or not, those visitors will judge your business based on the content they find there. That’s why it’s so important to make sure that your website copy is strong and effectively speaking to your ideal client.
Blogs / Articles: As a part of your content marketing strategy you want to be putting out regular, value-adding content that keeps people coming back to your website and social media pages, and just generally keeps them interested in the brand. One of the best way to do this is through a regular blog or article series. These pieces can be as professional or as conversational as you’d like them to be, and the Unusual Team can help you decide on length, tone, and frequency based on your identified target market. From here we can use your blogs to anchor a monthly newsletter, or repurpose them into social media posts.
Brochures / Collateral: Your marketing collateral needs to be as polished and effective as possible. If you are going to spend the time and money producing brochures, flyers, posters, and the likes, whether they are intended to be digital or print, then it’s always better to get it right first time around. Unusual Comms can assist with everything from initial strategy, to content creation, layout, and graphic design.
It’s important to remember that although you are writing for people, you always need to keep the great Google gods in mind. After all, a major goal of content marketing is to get your site ranking on page 1 of Google’s search results.
For example, Google love sites that are regularly adding new content but in order for a page to rank it needs to be at least 300 words; this means you never want to be putting out blogs, articles, or web pages under this minimum because they will not appear on Google search and perform as we’d like them to.