• Gary Potter

Taking the mystery out of: Content Marketing

Content Marketing sounds like a new concept in marketing. However, the process has been used for many years. Vertical marketing campaigns, identifying niche markets and targeting your prospects with written material that’s technical or factual and specifically associated with that market is #ContentMarketing.


Content marketing works, as long as the material you produce is genuinely useful, and it can work extremely well without spending on paid #advertising.


You experience content marketing every day. When you visit news sites to gain advice, such as technical websites or blogs which offer free business advice, you are visiting a site that uses content to market itself. Content Marketing can be successfully used to market any type of business and it is extremely powerful when it comes to attracting new clients, sales leads and subscribers.


Briefly, this is how Content Marketing works:

Content Marketing refers to the act of sharing knowledge, advice, or entertainment in a consumable format that may include:

– Websites

– Blog articles

– Videos

– Podcasts

– Social media marketing

– Emails

– Webinars

– Infographics

– Cartoons

– Quizzes

– Generators/Calculators

– Assessments

– Apps


You create a website, blog, vlog, newsletter or podcast and use it to provide FREE information that provides real value to your prospective clients, whilst offering them the opportunity to purchase goods, and/or services, which are closely linked to the information you give away.

When informative content is shared through a business blog, you inevitably come across as an industry expert, which will not only keep visitors returning to your blog, but can also turn these readers into potential buyers.


When you freely share content, it allows for your business to build trust with its readers, because you’re providing them with industry tips and information - for FREE.

For instance, on this website we will offer free advice and downloads on #digitalsignage, or marketing advice on how we have developed printing systems to create high quality, low cost #PUR bound books.


However, some people have a negative approach to this activity, they may say that the originator is giving away free help and advice, that enables the reader to do the job themselves and prevents us, the originator from earning revenue. In answer to this negativity, there are generally 3 groups of people, who will read Content Marketing material.


The first group is small. They are what are termed as ‘freebie’ hunters. These people very rarely pay for professional help. They are not prospective clients, so you are losing anything.

The second group is the largest. These people will try and do something themselves, but will hire professional help if they are not getting the results they need. They value genuine expertise.


The third group is the smallest. These are the rare people, who understand that by hiring an expert to do something correctly for them, it works out a lot less expensive, the results are better and things happen faster.


How does Content Marketing work?

First you need to understand the four steps of the typical buying cycle:

1. Awareness.

2. Research.

3. Consideration.

4. Buy.


Traditional advertising and marketing is great when it comes to the second two steps, but after that it tends to trail off.


Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before....


The return on investment for content marketing can be phenomenal....it provides additional content for social media marketing and contributes to #SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing. When you rank in search engines, you rank for specific keywords in your written content. More content equals more keywords, meaning you have more opportunities to rank in Google.


This is why keyword research is essential for successful content marketing.


The other major factor in SEO is getting #backlinks. When other websites link to your site, Google views you as a respected authority and bumps it up in the rankings.


What’s the easiest way to get backlinks? Produce great content that educates and entertains and that people want to link to and share. Lastly, Google favours websites and resources that are updated consistently. So, when you publish content regularly, your website will likely rank significantly higher.


On the other hand, if you stop producing content, #Google will assume your website is out-of-date and stale, so it’ll drop your ranking to avoid sending people to mediocre content.


If you need help with Content Marketing get in touch: gary210315@gmail.com

Complete our contacts form or call: 0121 569 7785

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