In this article you will learn:
- What we mean when we say “content is king”
- “Content strategy” - is it different from content marketing?
- Content marketing trends
- Why content marketing works
- Content marketing strategy - a structure and template to follow
- Content marketing tools to make your life easier
- Frequently asked questions about content marketing
It is hard not to come across the concept of “content marketing” when researching marketing strategies and tactics for small businesses, it seems to be everywhere.
Is content marketing just another trend one can safely ignore? Is content marketing old news here in 2019? The answer to those two questions, thankfully, is “no”. Content marketing is a trend you’d best pay attention to and it is as relevant in 2019 as it has always been.
But content marketing is a big subject – it’s hard to know where to start and what to do. This extensive guide intends to change that and will help turn you into a content marketing expert. To accompany this guide, we have also produced a strategy template – this will allow you to fill in your own strategy following our recommended steps and stages. We will be coming on to strategy a little bit later in this guide, but if you’d like to have an early peek, you can download the template here.
If you’re new to content marketing, we’d recommend you follow this guide from start to finish, as we will build your knowledge up in stages. If, however, you already have some starting knowledge and are looking for something specific, you can use the table of contents above to find what you’re looking for.
What we mean when we say “content is king”
You’ve heard the phrase “content is king”, right? Well, it’s not a new term; content marketing didn’t invent it. The real inventor may even surprise you. In 1996, Bill Gates (the founder of Microsoft, in case you weren’t aware) wrote an essay titled “Content is King” on the Microsoft website and you can find it still online if you’re interested in reading it.
Don’t worry if you haven’t got time, we’ll give you the gist of it here. Bill Gates quite rightly predicted that the internet opened up a huge opportunity to “create stuff”, whether for informational or entertainment purposes.
And not just for businesses and broadcasters but for individuals with a passion, too. Anyone with a computer, an interest, and the know-how, can create and publish content for very little cost or even for free. His closing words were:
Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.
What does this mean for you? Simply put: those who create a marketplace of content will be the ones who succeed.
What is “content”?
Before we get onto the subject of content marketing, let’s talk a little bit about what we mean by content. One of the OED definitions of content says that it’s “information made available by a website or other electronic medium.” This is good, but we’d expand it beyond just “website or other electronic medium.”
Content can be broader than what a lot of people think. Content that you might create (much of it already) can include:
- The information on your website (such as the services you provide or your contact details)
- Other information on your website such as blogs, help videos, FAQ pages, or tutorials
- Live in-person events (open evenings or product launches, for example)
- Virtual events or webinars, relevant if you’re a service-based B2B company
- Your social media posts
- Physical material such as brochures and flyers
This is only a short list of the sorts of content a small business might be creating. For larger organisations, this list might include things like TV adverts and PR stunts.
Really, your imagination and the technology available to you is the limit. But the key thing we wish to get across here is that never start with the medium, so never start with a question like “I need a blog post, what should I write?” Start with the customer, what problem you’re trying to solve, and what medium is best suited to solving that problem.
There are a number of misconceptions about what content marketing is and isn’t, and it’ll be helpful to begin by addressing what content marketing isn’t. Content marketing isn’t:
- (Just) blogging
- Spamming people on social media with your “content”
- Using clickbait to increase click-throughs to your website (What is clickbait?)
- A marketing approach reserved for those who have a big budget
- About creating content for (only) search engines
- Going to give you instant results (but little will)
- Writing stuff and hoping people will read it (it takes a bit more work than that)
Phew. Now we’ve gotten that out of the way, let’s talk a little bit about what content marketing is instead. Content marketing is:
- A combination of different marketing channels – both on and offline – that puts content in the centre
- About putting the customer first
- Often different from “traditional” marketing – it’s not about pushing advertising to the customer but about allowing the customer to find you when they’re ready
- Creating content of different types, depending on what’s the best fit
- Often, time-consuming (no one said this would be easy, but nothing in business is)
- Still marketing – the final goal remains to help your business drive more revenue (but not only)
There are a number of definitions of content marketing available online so there is no point in trying to invent our own brand-new one. We’re going to go with the one that Content Marketing Institute offers:
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.
Let’s break that definition down into the important elements:
- Strategic – it’s not about just publishing stuff willy-nilly, you need a strategy
- Creating – we’re not just rehashing or curating other people’s stuff, we’re creating new content
- Distributing – build it and they will come, right… wrong – we need to be getting our content out there
- Valuable – what we define as valuable does depend on the content and the audience, but ultimately, was it useful?
- Relevant – content needs to be matched to the audience, remember, we’re putting them first
- Consistent – it’s not enough that you once recorded a video on your phone three months ago – have a strategy, have a schedule
- Attract – content marketing is brilliant for bringing in new customers
- Retain – content marketing is also brilliant at making existing customers stay with you
- Clearly defined audience – it’s hard putting the audience first when you don’t know who they are
- Drive profitable customer action – you’re working for a small business, time and money is tight, so whatever you do needs to have an eye on the bottom line: profit
“Content strategy” - is it different from content marketing?
“Content marketing” and “content strategy” get confused all the time, quite understandably. They are connected, but they are different. We’re not going to dwell on content strategy too much in this guide – it can get a little technical. But think about it like this: content strategy is all about content management and content governance.
Content strategists often audit content and evaluate what needs updating, removing, or creating. Content strategists often think a great deal about user experience and information architecture (put simply: how will people find the content). Content strategists concern themselves with how the content will be looked after, especially when dealing with a large website with lots of people involved.
Small businesses do need to think about these things but it’s typically on a much smaller scale. So, we will bring up content strategy concepts where it is relevant, but this guide is about helping you use content marketing to drive more revenue not about turning you into a content strategist.
Content marketing trends
Content marketing is trendy. But just how trendy? Small caveat, all of the following stats came from a UK survey conducted by the Content Marketing Institute in 2018. All of the respondents are marketers, not small business owners (or those who work for small businesses). However, that doesn’t mean that these trends don’t apply to you. Also, if you’re looking for current tactical trends, we’ve written about the ‘four content marketing trends you can’t ignore in 2019’.
- 86% of respondents say their organisation uses content marketing
- 78% of respondents said their organisation had a content marketing strategy but only 38% said it was documented (if it isn’t documented, whose head is it in?)
- 75% of respondents consider their content marketing approach to be successful
- On average, 30% of an organisation’s total marketing budget is spent on content marketing
- The most effective formats and channels were cited as LinkedIn, email, and case studies (what type of business you are will skew these results)
- 44% of respondents send a monthly email newsletter
Using this guide, you will have a documented content strategy. You will have the knowledge to drive your content marketing in a direction that is likely to bring you success.
We will give you a steer on which channels are worth spending money on (and which formats are worth considering), but only you can know how much money you have to invest in your marketing.
We will also give you some ideas on how to use email in your content marketing – sending a monthly newsletter is good but not the limit of what you can do.
Why content marketing works
Content marketing works because it is about putting your business in the customers’ view at the right time. Do you get annoyed by advertising? If you’re like most people, you probably find advertising annoying some of the time, usually when it is excessive, in your face, and irrelevant.
But advertising can also make you laugh – we all remember adverts we liked from our childhoods. Good advertising is good content marketing. Content marketing is about being there when your customers need you (or, more rightly, your product or service) or, if they don’t need you exactly, then at least entertain them.
Content marketing strategy - a structure and template to follow
Creating a documented content marketing strategy ensures your greatest chance of success. You will know what you’re trying to achieve and how you’re going to get there. And importantly, you will know how to evaluate whether the time and money you’re spending is effective or not.
Within this guide, we are going to walk you step by step through the key sections of your content marketing strategy, explaining what they are and what you should be thinking about.
When you’re ready to complete your own strategy, we have created a handy template you can follow, which can be downloaded here. Refer back to this guide if you’re unclear on what you should be including.
We shall be following a well-worn structure for developing our strategy: SOSTAC. Marketing people love their acronyms. (They’re pretty helpful)
S – Situation analysis. Where are we now?
O – Objectives. What do we want to achieve?
S – Strategy. How are we going to get there?
T – Tactics. How are we exactly going to get there?
A – Actions. What tasks do we have to do to accomplish our strategy?
C – Control. What are we going to measure to evaluate our activity?
As part of your situation analysis, you’d typically take a look at how your business and your marketing is performing right now. You would also look at the market as a whole, especially your competitors. Using this information, you can set reasonable goals for the future. Here are some of the things you should be looking to do:
Gather the data on your marketing, if you’re doing any, so far.
Ask yourself, what’s working and what’s not? If you’re already doing some marketing, you should have some numbers to tell you how it’s working. Without knowing what activity you’re engaged in, we can’t really tell you what to analyse, however, if you jump to the “Control” section below, we’ve given you a handy framework of what you should be measuring for content marketing.
Make a list of your direct competitors.
Take a look at what they’re doing, especially on their website and social media accounts. Make a note of: what content are they creating? What looks good? What doesn’t look good? Is there anything you could learn from?
In marketing, one of the best things you can do is copy the activity of others who are already successful. “Isn’t that stealing?” you cry! It is if you’re copying their content (which, needless to say, you absolutely shouldn’t do), but there’s no copyright on marketing activity so don’t start from nothing – you, and your competitors, are not reinventing the wheel.
Perform a SWOT analysis on your current content efforts.
Don’t know what a SWOT analysis is? See the diagram and information that follows.
As you can see, a SWOT analysis consists of looking at strengths and weaknesses (both internal analyses); and opportunities and threats (both external analyses).
Typically, these are done at a business and market level (i.e. not as specific as content) and if you haven’t done one of these for your business already, we’d urge you to do so. For now, we’re going to concentrate on the content specific version.
Strengths – If you have content already, what’s already good about it? What’s working well? Remember, as we discussed in our “What is content marketing?” section, “content” can mean many things and you’re probably already creating some, even if you wouldn’t say you’re “doing” content marketing.
Weaknesses – Conversely, what isn’t working so well? What content do you have that isn’t very good or could be improved? Is there anything about your business situation that could hinder your content marketing efforts? It might be that you’re the only employee in your business so your weakness is your lack of resource. Or, you might find marketing difficult – we hope this guide (and our others) might help you here, however.
Opportunities – This is an external analysis, so the market as a whole – for you and other people like you. What advantages exist for businesses in your market that might help with your content marketing?
For example, you might be a tradesperson and your work might bring you out to people’s houses – with their permission, you might be able to ask if you can take photos of the work you’ve done for them. Simple things like this are often overlooked. Or, you might be a retail business that sells quirky or unusual items.
Whenever you get new stock, you can photograph it and post about it on your website and social media channels. By doing so, you’re creating content that you can talk about and giving people a reason to visit you.
Threats – For a business in your position or your market, are there any external threats you can think of that would affect your content marketing efforts?
For example, you might work in a highly competitive space, occupied by not only smaller businesses like yours but larger organisations (common for anyone in the retail sector). The threat here is that these larger organisations have budgets far, far bigger than yours, so, how do you compete? Go back to your “strengths” and your “opportunities” – what’s unique to you and where do opportunities lie?
“Objectives” is the area that so many businesses get wrong. Why? By not having any! It is so important to have a clear idea of what you’re trying to achieve because how can you evaluate your activities (and their performance) otherwise?
In this section, we’re going to present to you some example objectives which you can draw inspiration from or adapt for yourself. Where possible, your objectives should be specific, measurable, and achievable, and you should have a timeframe in mind. This isn’t always possible, but you should try. In the examples below, we are not including a time frame because this will be unique to you.
- Educate potential new customers about the broad range of products/services we offer
- Tell the story of our company, why and how we formed, to increase a customer’s willingness to buy or work with us
- Position our business as being the experts in our field
- Increase the number of sessions to our website by x%
- Generate x number of impressions across our social media channels
- Decrease the bounce rate1 on our website by linking off to relevant helpful information on our landing pages2
- Collect x email addresses through the use of gated content3
- Increase customer retention by keeping our business in front of mind for them, keeping them up-to-date with anything new
- Encourage user-generated content (such as reviews and feedback) to help word-of-mouth marketing
1 This is the percentage of people who visit your website and leave after only viewing one page.
2 A landing page is the first page visitors to your website land on
3 A “gated” piece of content is one where users have to supply an email address before gaining access to it (usually these are larger pieces like ebooks)
In this section, we’re going to focus on your audience, i.e. your customers. To get content marketing right, you need to understand your customers as fully as you can.
We are going to assume that you already have some idea of who your customers are. And what follows isn’t going to be a guide to creating a buyer persona (i.e. a sketch of who your ideal customers are) – if you haven’t done this already, you will want to start there. We are going to focus, instead, on how your content is going to help and interact with your ideal customer.
1. Define the customer group(s).
You will likely have a number of these. If you own a high-street shop selling flowers, for example, you might define one audience group as “Partners who are buying flowers for their other half for a special occasion”. This defines one group of people who are likely to need your product at some point. There really isn’t any point giving your hypothetical groups a fake name or a typical photo – what matters is what comes in step two.
2. Define their questions and concerns.
Most effective content marketing aims to do one of two things: inform or entertain. Putting entertainment aside (it is the most tricky to get right and it isn’t as immediately helpful), to inform your customers you need to know what they need information on, as it relates to your product or service.
Let’s go back to our florist example. What questions or concerns might that customer group have? Examples might include: if I make a specific request, how long will it take for my flowers to arrive and be prepared? How much does a nice bouquet typically cost? What types of flowers would you recommend? Can I have them delivered? How do I care for the flowers once I have bought them? Can you deliver directly to my partner at their place of work as a surprise? And so on, and so on.
Many, if not most, of these questions overlap with a number of different types of customer. Your next job, as a content marketer, is to figure how best to answer these questions. At what point in the buyer stage and in what format. Some of these questions are quick and easy to answer and you might answer them at the point of sale. But, most of your customers may well find you from your website first, so do you have an easily-found FAQ page? This is why understanding your audience is so important.
3. Define the most typical path for the customer to find you (or one of your competitors).
You may find that this is the same for all customer groups and that’s fine (it makes your job easier). Once again, let’s return to our florist example. If you’re on the high street, your customer may know about you because they live in the area and pass your shop all of the time. This footfall trade can be enticed through your shop window – a message saying “beautiful bespoke flower gifts for your loved ones” might do the trick.
Other customers may start with Google – so many do. At this point, you need to ensure that your website has the answers to the questions they’re looking for because otherwise, your website is not going to be found. The importance of this step is to ensure that your content is in the right place at the right time – a fundamental principle of good content marketing.
The other thing that we advocate having well defined is your mission statement. This is the why. What is the purpose to the customer of your content? Our mission statement, as the UK Domain, for example, is to help small businesses to achieve more online. That’s why we do what we do. That’s why we’ve written this guide for you.
The other benefit of a mission statement, in addition to providing you with a clear one-sentence direction to follow, is that you can use it as a litmus test for your activity and content. In other words, you should be able to hold up your proposed activity or content to your mission statement and for them to align. In our case, if we decided to write something that didn’t help small businesses achieve more online then we’d have to ask ourselves “why?” and probably rethink things.
Here is where we get specific. What content are you going to create? Where is it going to go? How are you going to promote it? Take a look at the following diagram for some inspiration:
Remember: start with the problem and how best to solve it before you start thinking about the format. As you can see, there are lots of examples of content formats you can choose from (and this isn’t a complete list).
Let’s spend the rest of this section talking about how you’re going to share that content, with a focus on online channels (online is the easiest and cheapest). Typically, we can split channels into three: owned, paid, and earned. Let’s talk a little about each of those.
Are the channels that you own and control. Examples include your website, the content you post on your own social media channels, whatever printed media you create, and email marketing.
Are the channels where you’ve earned your place, typically not through any direct cost (however, the work that is put in to make earning that media possible needs to come from somewhere).
Examples include people sharing your content on social media, press coverage, reviews of your company online, and word-of-mouth (i.e. people talking about your company with each other). As you can see, you can’t pay for these directly but you can pay for work (or put the time in) to make these things more likely.
Are the channels that you pay for, so more traditional advertising channels. Examples include: social media advertising, PPC (pay-per-click) advertising (these are the ads you see in search engines), banner advertising (those ads you see around the internet on newspapers’ websites, for example), influencers (here we’re getting a bit advanced perhaps, but many brands pay influential people, such as bloggers or people famous on Instagram, to promote their products or services).
When you are planning on sharing your content, think about which channels you’re going to use based on the three groups above, and think about them in this order:
You may be thinking, “okay, I can see how I can share on owned channels and paid channels, but what can I reasonably do to earn some media?”. It’s a good question. The answer is, mostly, “make it as easy as possible”, and “offer as good a product, service, or content asset as you can”.
If you deliver a brilliant job on a project, say, people will be more likely to review you and leave a good review. What would make it even more likely? Asking your client directly if they’d be happy to review you. We wrote a quite extensive guide on how to get more online reviews which you can read if you want to learn more.
Here’s a special note on email marketing. Email marketing is not dead. Our own Natalie Wood recorded this video called “Is email marketing still effective?” if you still need convincing.
Email is a cheap and easy way of keeping in touch with your customers and, often, your current or past customers are the ones you need to pay the most attention to because if you can keep them coming back, you have a steady customer base to keep you going for years to come.
Here are some content marketing ideas for using email to get you started:
- Send a regular (probably monthly) newsletter with a round-up of latest news, content, product updates, or whatever it is that is relevant to your business.
- Give people an incentive to sign-up to your email list. Think about why you have signed up to the emails you have. For example, when people like the products you offer, they might like to sign-up to receive emails whenever you launch something new or have something new in stock.
- After a customer has purchased a product or service from you, follow up with an email encouraging them to leave a review of you online.
Okay, so you’re almost there. But how are you going to put it into practice? “Actions” is where you clearly list your next steps.
Using the following simple table structure is a neat way of keeping yourself on track. If “Who’s responsible” isn’t relevant to you (because you’re a one-person band, for example) just exclude it. Not every task will have a single deadline but the task may be repeatable. For example, you might have a repeatable task such as “respond to messages on Facebook”.
Forgive us, but at this point, we are going to introduce another acronym – RACE – which was developed by the smart folks at Smart Insights. We like it because it ensures you think about the entire marketing funnel and it can be easy for people to forget about the stages involved in a customer’s buying process.
Reach – How are people reaching your business?
Act – Are you leading potential customers to take action?
Convert – Are you ultimately converting potential customers into actual customers?
Engage – Are you engaging with your customers after they’ve made a purchase or used your service?
At each stage in this process, you need to be measuring something to understand how your content marketing is performing. In the table below, you will find examples of what you should be measuring.
|Sessions (visits) to your website||Clicks on social media posts||Number of new customers||No. of returning users to your website|
|Impressions/reach on social media||Bounce rate on your website||Avg. order value||Lifetime value (LTV)|
|Avg. pages/sessions (i.e. how many pages people visit when they come to your site)||No. of customers who make a repeat purchase|
Content marketing tools to make your life easier
Even if it’s only you doing the marketing, with the various tools available online now, you’re not alone. We’re going to give you an overview of the tools available to you to help you accomplish the different jobs your content marketing is going to require of you.
Unfortunately, many tools come with a cost. Wherever possible, we will present free options (or, at least, freemium options) and where a tool does come with a cost, it should be low enough to be affordable for most businesses.
Scheduling social media posts
When it comes to posting on social media, you will save yourself a great deal of time by planning ahead and scheduling your posts. Don’t go crazy and plan the next three months of tweets, but if you find yourself with a spare 30 minutes to look at your social media, you’ll be doing yourself a great favour by planning some posts for the next few days.
When it comes to free options, the two common ones are Buffer and Hootsuite. Both tools allow you to do most of what you need for free (and their paid packages start off fairly cheap) and have similar feature sets.
Hootsuite gives you the most; for example, in addition to scheduling posts, you can set up feeds based on certain keywords or hashtags, for example. Buffer is simpler but, in our experience, is a little more user-friendly. As they’re both free to get started with, there’s no harm in trying both and seeing what you prefer.
When it comes to posting on Twitter, what time you post is super important. Unlike Facebook where a post you’ve posted in the morning can continue to be seen throughout the day, on Twitter, tweets have a fairly short lifespan.
Twitter is trying to change this but most users prefer seeing tweets as they happen. The result, for you as a business, is that you need to post your tweets at times when your followers are most active.
How do you do this? You can use a tool (for free) called Followerwonk. Sign in using your Twitter account, click on “Analyze” from the top menu, type in your Twitter handle, change the option to “analyze their followers”, hit the “Do it” button and you’ll see a graph showing when your Twitter followers are most active.
This graph shows you the peaks of activity of your Twitter followers and you should be aiming to post your tweets to align with these times. Followerwonk even allows you to connect to Buffer, updating your posting schedule to automatically align with your followers’ most active hours.
Managing your editorial calendar
Planning ahead will make your life much easier and when it comes to content marketing, you will want to know what you’re publishing, when you’re publishing it, and when you need to complete other tasks associated with it (such as posting about it on social media).
If you’re comfortable with spreadsheets, you may wish to record this information in your spreadsheet application of choice (most commonly, Microsoft Excel, Apple Numbers, or Google Sheets).
If you prefer something a little less, well, like a spreadsheet, you could try Trello. Trello is a task management tool built around boards and cards – it’ll make sense when you start using it. Trello in its basic version, which is fine for most people, is free, so there’s no harm in signing up and giving it a go.
Evaluating how well your content marketing is doing
Your primary friend here is Google Analytics. Google Analytics is free software you can install on your website and it will tell you lots and lots of information, such as who is visiting your website and from where, and what pages they are looking at.
For most businesses, their content marketing starts and lives on their website so Google Analytics is the place most used when it comes to evaluating. We have written a lot about analytics; in this blog post, we give you a steer on what sorts of things you should be measuring in Google Analytics.
When it comes to figuring out how your social media posting is performing, most platforms offer their own free tools for finding this information out. The two you’ll most need are Twitter Analytics and Facebook Insights. To access Facebook Insights, you need to click on the “Insights” tab in the top menu when you’re accessing your Page.
Frequently asked questions about content marketing
Hopefully, many (if not most) of your questions will have been addressed in the preceding guide. But just in case there are still some things that have left you scratching your head, let’s try and cover them off in this FAQ. Still have a question that we haven’t covered? Getting in touch with us is easy.
Where can I learn even more about content marketing?
There are some great guides online for learning more about specific subjects.
- Content Marketing Institute’s entire site is a blog about content marketing, so you’ll find information on a whole range of topics
- Moz has a nice guide to content marketing, plus their blog has a lot of good content too (although some of it might be a bit too technical, it’s aimed at people who work in digital marketing professionally)
- The Content Strategist blog is also very interesting – less technical, and it takes a more creative take on the subject
- You can also find some great real-life examples of good content marketing in this blog.
Is content marketing the same thing as PR?
What gave you that idea? No, they’re not the same thing. PR can be a useful mechanism when it comes to sharing a big piece of content (such as research) and contacting local press to help you promote things going on with your business (like events) is free, so it’s worth doing. Local papers love promoting local businesses. But as you’ve seen, content marketing is a broad topic that encompasses many more channels than PR.
Is content marketing dead?
Having read through this guide, what do you think? Content marketing is as important and as useful as it ever was – ignore the naysayers (or better yet, help them improve their marketing strategy with your newfound knowledge).
How do I know if my content marketing is working?
The best place to look is the Control section of the Content Marketing Strategy chapter above, because the best way of knowing if your activity is successful is to plan ahead what you’re going to measure. Before you do anything, be very clear on the answer to the question “what does success look like?” and “what do I want to achieve?” A very bad habit is to decide what to measure after the fact!
How much does content marketing cost?
This is one of those “how long is a piece of string?” questions. It all depends on your goals. Technically, you could do all of your content marketing for “free” – but remember, time is not free. You could spend an hour writing the copy for a new blog post, but how much is that hour worth to your business?
However, for most small businesses, putting time in is nothing unusual, and you can be successful with your content marketing without needing to pay a single third-party. The only exceptions to this are whether you wish to pay for some advertising to get eyeballs on the content you’re creating or whether you have a job that’s too technical or specialised for yourself (like a web development job).
I’ve never written content before, where do I start?
Thankfully, we’ve written a lot about this before. Learn more about getting started by checking out the following articles:
- How often should I blog – and how long should each post be?
- How to write content that both Google and your audience will love
- 10 ways to come up with content ideas for every business
What are the top content marketing mistakes?
This is the subject of a whole guide in itself so we’d recommend you take a look at the Content Marketing Institute’s blog post on the subject. However, if you were to ask us for our top three mistakes, we’d go for:
- Not having a strategy and a plan
- Expecting results to come instantly
- Not measuring to know if your content marketing is successful
So plan, be patient, and know what you want to achieve.
Can content marketing be used in both B2B and B2C companies?
Content marketing can be used in all companies because, fundamentally, content marketing is about people. With a B2B company, you’re not talking directly to businesses, you’re talking to people, and people have transferrable goals and challenges, whether that’s in their personal or professional life.
Read the Strategy section of our Content Marketing Strategy chapter above and start with your customer groups and their questions – you’ll be on the right track whether you’re B2B, B2C, or B2B2C!
How does content marketing help SEO?
SEO, or search engine optimisation, is the practice of getting your website to rank more highly in search engines, chiefly Google. We’ve written a whole guide about it if you’re interested.
Content marketing helps SEO because SEO needs content. Your website will never rank well in search engines unless it has substantial and useful content. A good tactic is to look at the competitors who are ranking better than you for a particular search term and look at the content on the pages that are ranking. Can you improve on their content?