Is it time to update your website? How well does it relay your true vision to your visitors? What is content marketing, and how do you use it? Every small business owner needs to ask themselves these questions at some point. If you haven’t considered the term yet or don’t know where to start, read on. I’ll explain the term and share some tips on how to review your current material to see if it is in need of an update.
In order for your business to thrive in today’s economy, you need a website and marketing material that connects with people and turns visitors into customers.
If your website isn’t performing to task, it may be time for an overhaul. Using a writer to update your content marketing can be a quick way to give your site a fresh coat of paint without spending a fortune.
Why use Content Marketing?
If you are ready to update your website, consider how well you understand the term #contentmarketing. And, yes, there is a difference from traditional marketing. Content marketing is more subtle, and less obvious. Ideally, your marketing material should not simply preach the benefits of your product or service. Rather, it should allow you to connect with potential customers by offering value in a consistent and relevant way.Use content marketing to connect with customers. Offer value in a consistent and relevant way. Click To Tweet
In his 2014 article, Josh Steimle explains “What is Content Marketing?” quite well, with some great examples. In fact, there is a great link in the article for anyone also seeking clarification on SEO, but we’ll touch on that in another article.
Content Marketing is about attracting a specific targeted audience and then retaining them via a variety of online material such as videos, blogs and posts on social media. The key here is to offer something free that has value. By using these channels more effectively, you can drive more traffic to your business, and convert more visitors into customers.
These days most people use their phones to research new products and services, so make sure your business is mobile-friendly! Engage with potential customers via social media and blogs to build a connection and gain their trust. This makes them more likely to become customers.
Tip: Consider how well your business is represented on social media and develop a plan to develop trust and familiarity with potential customers.
When to Hire a Content Marketing Writer
Are you unsure what to do or where to start? Good news! Updating your website doesn’t have to be an intimidating process. You may not need to change everything either. Here’s why you may only need to invest in a content writer and not a web/graphic designer.
Keep in mind that most web designers are more interested in the HTML involved in creating a site and less in the words that will appear to your site’s visitors. This means that the stunning layout of your newly designed website could still be lacking the proper message! The good news is that if you already have a site that is visually appealing, you may not need to change the total design to give it a new look.
A content writer can update your site for a fraction of the cost of redesigning an entire website. Here are a few ways in which a content marketing writer can help improve your existing material.
Find the right story to tell
Are you new to blogging, or in the process of rebranding your website? Recently I was able to help two people in similar circumstances: one just starting out with her website and the other ready to revamp the site she had. Both felt unsure of the message that they wanted to convey, and intimidated by the idea of writing their own About page.
As a writer, it is my job to help you find not only the right words, but the right story to tell in the first place. Often times, what we think will appeal to potential clients and attract new business to our site may not actually be the correct information to share. In fact, many of my clients have chosen to neglect or glance over the details that are actually of most important to their potential clients! Don’t miss out on connecting with them simply because you failed to catch their interest.
Tip: Try to look at your material from a first-time reader’s point of view.
Did you know that the About section on your website is one of the most important – and often underutilized? This is an area where most small business websites fail at creating a connection with their site’s visitors. You can have all the traffic to your site in the world, but if nobody clicks that call to action button, what good is it? You need a site that converts visitors into clients.
Don’t Lose Out to Poor Grammar
Spelling mistakes and poor grammar will also take away from any message you are trying to convey. SpellCheck does not catch everything that a trained writer will. Duplicate sentences or phrases, wrong tense, and wrong words can still occur. While you may not think this is such a big deal, keep in mind that visitors to your website will. Not only will they notice them, they will be less likely to stay on your site. Spelling mistakes and poor grammar will take away from the professional image you want to build. Don’t let poor grammar overshadow the message you are trying to convey!
Tip: Always get a second opinion before publishing new material.
Work Smarter, Not Harder
This is one of my favourite affirmations, and has helped me keep focused on my own business goals. It is also very applicable to this discussion. While using content marketing is a necessary part of marketing on social media, it can be a daunting process for most small businesses. This is where the benefit of hiring a writer can be found. For most small businesses and entrepreneurs, time is money. Who hasn’t gone online to write a quick post, only to waste 45 minutes reading their newsfeed? Social media channels are both necessary and distracting at times. Learning to juggle them is an art that most are lacking the time to develop.
Tip: Avoid time-wasting activities. Delegate when you can.
Very few businesses can afford the time required to constantly update social media properly, let alone educate themselves on all the tips and tricks needed to make their page or post rank better with search engines. Have you ever felt completely overwhelmed by this? Do you feel like your message isn’t reaching the right people, or that suddenly your content isn’t ranking like it used to? You’re not alone.
The Downside to Social Media
Many people find the constant changing of algorithms by Facebook and Twitter to be an endless headache. Unless you are prepared to spend whole days researching and sorting through all the “free” tips and tricks being offered, it may be easier to ask for help. Remember: work smarter, not harder. By using a service to help maintain and update blogs, this frees up valuable time for small businesses and individuals to focus on cultivating sales.
If any of this sounds familiar, it may be time to call for backup. Social media channels like Twitter, Facebook and Instagram can be tools to grow your business when used correctly. They can also be overwhelming and suck up far too much of your valuable time. The solution then is simple: if you don’t want to focus on them yourself, hire someone to assist you. Don’t let lack of time or fear of failure hold you back from using content marketing to grow your business.
Attention Small Business Owners/Entrepreneurs: Would you like a review of your current marketing material? I’ll give you at least one FREE pointer to improve it! Contact me today for more details.