Why You Need a Good Content Marketing Strategy

Why You Need a Good Content Marketing Strategy

Content marketing involves the creation and sharing of online material such as videos, blog posts and social media posts, to entertain, educate or inspire your target audience. It does not explicitly promote or advertise your brand but it is intended to stimulate interest in your products or services.

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If you want to win in today’s digital world, your success is going to rely on quality content that meets user intent. With every Google algorithm update, Google has stressed the importance of relevant content and improving content quality is the number 1 piece of advice.

To establish what relevant content means to your brand, you’ll need to know who your audience is and what queries they are typing into search engines. Based on the gaps in your existing content and that of your competitors you’ll need to develop content campaigns that are specifically designed to achieve your marketing goals.

Content marketing is a very measurable discipline that is essential in making your online presence generate the right results for your business.

What is the Difference Between Content Marketing & Sales Copy?

If you want to make the most of your content marketing, you’ll need to understand the difference between content and sales copy because all forms of written text aren’t equal. Industry experts, journalists and bloggers are less likely to share your content if it is too heavily branded that it is obvious that you are trying to sell your products or services as it wicome across as looking a bit spammy.

Sales copy is created for advertising and marketing purposes, and its aim is to sell. It is written to persuade potential customers of the value of your offering and convert them into leads. Sales copy may detail product specifications, calls to actions and unique selling points.

Content extends far beyond sales copy: it can tell a story, educate, help, inspire or entertain your target audience. Content isn’t just text, it can also be videos, infographics, images, graphics and many other digital assets.

The difference between sales copy & content is that sales copy aims to sell your products and persuade people to convert, whereas content aims to engage your audience and build brand awareness.

The Benefits of Content Marketing

So if sales copy sells and content marketing engages and builds brand awareness, surely sales copy is the more important of the two? Not necessarily, because good content marketing can increase your organisation’s expertise, authority and trust factors. It actually establishes your brand as an authority in your industry.

Solid content strategy can also win backlinks – improving your website’s SEO, domain authority and driving traffic to your website. However, unlike other strands of digital marketing, content helps you reach your audience in a non-salesy organic way.

Choosing Your Content Marketing Metrics

There are various metrics out there that can help you measure whether your content strategy is proving effective.

Try measuring on your website’s unique page views, the average time spent on the site and the number of social shares that your blog post have received assuming that you have a social share plugin on your website, if not we can install one for you.

To find out whether it helped your website’s SEO (Search Engine Optimisation), you should monitor how your content ranks, how much organic traffic it receives and how visible it is in search engines. The number and quality of backlinks to your content page can tell you how well your content was picked up by your target audience, the press, bloggers and industry experts.

We can set-up Google Analytics for you if you don’t already have it installed on your website. We can then tell you whether your visitors performed any actions after engaging with your content such as visited other pages, what pages they viewed and if they performed any conversions. Even if your web visitors did not convert directly, all is not lost because accurate tracking will show you whether they returned to your website at a later stage to go further down your sales funnel.

Defining Your Content Strategy

Once you have defined your content strategy goals and decided on your KPI (Key Performance Indicator) metrics, it’s time to start the content strategy process.

Your first step is the research stage, in researching and defining your primary and secondary customer personas. Followed by persona mapping, social listening and search intent modelling to gain the necessary insights into your audience and the various opportunities. Don’t forget to analyse your best-performing blog posts and that of your competitors, that can help inspire you and identify content gaps.

Then it’s time for brainstorming. By now you should be armed with the results of your research that will give you ideas for creative content ideas.

Creating Your Content Marketing Plan

By now you should have some ground-breaking content ideas so a content plan is needed.

A content roadmap is the best way to ensure that your campaigns are complementing, rather than competing against each other. The best way to do this is to put links in a blog post that have similar content. You can also space out similar topics in your content timeline too. Timing is important as you might also want to look at key seasonal dates and events throughout the year to gain more traffic.

So if you have an eCommerce website that sells products that are ideal for gifts, perhaps crating content around Mother’s Day, Father’s Day or Christmas time should work for you.

Final Thoughts

Content marketing is a medium to long term strategy that is designed to build brand awareness. But you can’t bring brand awareness to the bank and cash it in whenever you want. So make sure that you have a short term strategy running side by side that will actually generate a consistent amount of leads every month for your business such as Facebook ads or YouTube video ads.

If you need any advice about content marketing strategy or a short term digital marketing strategy that generates leads for your business, get in touch with me. I am equipped to help you meet your marketing goals, no matter how ambitious they are.

– Gary

 

Gary Gleeson

Gary is a website designer & digital marketing strategist. He holds a 2019 BSc Degree in Digital Technology & Design (Distinction)

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3 Reasons Not to Use Stock Photography

3 Reasons Not to Use Stock Photography

I understand that most of you don’t have the time to be taking pictures for every social media or blog post so using the many free stock photography sites is such a time saver.

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But unfortunately, there is a downside to them if you use them on your website or social media accounts.

3 Disadvantages of Using Stock Images Online

1) Google states that they are looking for unique content so that means images that haven’t been used online before. The more you toe the Google line the higher up your website will appear in the search engine results pages. So if SEO is important to you, stay away from stock photography.

2) Social media news feeds have algorithms too and if they see images that have been used before they will consider your post to be spam and show it further down user’s news feeds. If your business is on social media appearing high up your follower’s news feeds is quite important, isn’t it?

3) I see stock photography used time and time again on websites and I think they have a really unauthentic feel about them because most of them look cheesy & fake. Visually, I think they are OK for blog posts, but not your main pages. If I see a website that uses stock photography I can only assume that the website has been rushed.

The Compromise

I actually use stock photography for my main images in ALL my blog posts because like everyone else I don’t have the time to be taking fresh pictures or knocking up graphics in Adobe Illustrator. So I put a filter on them at around 80% opacity in Photoshop and in most cases that does the trick.

If you reverse search an image online you will find out if this has worked. So all you have to do is:

Visit www.google.com/imghp, then click on the camera icon.

Click on the “upload an image” option.

Then click on “choose file” and upload your image.

Wait for the results and in this case, you can see that my previous blog post image has only appeared on my web page.

Originally, the first layer of the image from my previous blog post was a stock image, then I added an orange layer on top of that with an 80% opacity and the final layer was the text.

However, I do have 1 image on my home page that hasn’t passed Google unique image test, despite using a filter, but it is only temporary. Because for now, it serves a purpose because the appearance of the home page is more important than SEO. The image will be replaced in a few weeks or so when I will take a “real” photograph and use that one instead.

Final Thoughts

You have to be practical here and decide if having unique images that haven’t been seen before online is important to you or not. Perhaps you don’t have the luxury of being that pedantic with images and you aren’t that fussed about appearing higher up in social media news feeds or in Google’s rankings.

Personally, I think appearing higher up in social media feeds and higher up in Google’s search engine results pages is very important and is, in fact, what digital marketing is all about. So I will make the extra effort.

I do use stock photography on websites on a temporary basis from time to time, but at least you know the downside and you can make the decision that is right and practical for you.

Gary

Gary Gleeson

Gary is a website designer & digital marketing strategist. He holds a 2019 BSc Degree in Digital Technology & Design (Distinction)

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3 Reasons Why You Should Host Your Own Website

3 Reasons Why You Should Host Your Own Website

Most business owners tend to leave the website hosting to their website designer as it is 1 less thing to think about.

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Although I can see the convenience in doing this, there are some advantages of looking after the hosting yourself.

What is Website Hosting?

Before I go any further I want to explain what hosting is.

Website hosting is a service that allows businesses and organisations to post a website onto the Internet. A web hosting service provider is a business that provides the technologies and services needed for the website or webpage to be viewed online. Websites are hosted or stored, on special computers known as servers.

Most hosting companies require that you own your domain or site’s name in order to host with them. If you do not have one, the hosting companies will sell you one.

This morning I was at the Mullingar Chamber’s Annual Budget Breakfast where a local firm of accountants went through yesterday’s Budget 2020 and I got chatting to an HR consultant this is looking to self host her own site.

She initially had a paid Wix site and wants to upgrade her site to a WordPress one (big thumbs up from me) and she was quoted €130 to host the site for 1 year from Irish based Lets Host. I told her that that was expensive and I could find her a much better deal, which I did.

Now I am a big fan of Carlow based Blacknight and have been using their hosting for multiple sites and buying domains from them for just over 2 years now. Customer service is great and I haven’t experienced any instances of any of the sites that I look after crashing.

But then I stumbled upon a great deal by Blue Host which is at today exchange rate only €129 for hosting for 3 years that includes a free SSL cert. Compared to Blacknight’s hosting for 1 year is €30+ VAT and another €30 +VAT for the SSL cert.

 

 

After delving a bit further I discovered a few more benefits for hosting with Blue Host:

– WordPress actually recommends hosting with Blue Host and that is good enough for me
– I have also seen reports saying that Blue Hosts has very fast loading speeds
– The control panel is really easy to use in a non-techy way

Both are good but overall Blacknight’s dashboard is very technical and is more suitable to website designers and Blue Host’s dashboard is much easier to use and would be easier to use for newcomers.

3 Benefits of Hosting Your Website Yourself

Save Money

The going rate that web designers charge for hosting for 1 year around €100 + VAT.

€129 for 3 years with Blue Host compared to €100 per year is a significant saving.

Easier to Switch Website Designer

If you are in charge of your hosting and you want to switch web designers at some point down the line you can do so without having to have that awkward chat asking for hosting and login details as your new web designer needs them.

You are not Left in the Lurch

Website designers come and go and they usually move on once work dries up, sometimes without letting their clients know.

Hearing the phrase “I can never seem to get hold of my website designer” is all too common. Sometimes they decide to go travelling or just upskill to earn more money learning a specialised computer language that pays more.

So if your web designer does go AWOL at least you have full access to your hosting.

 

 

 

You’ll find a good website here, to check out to see what hosting a WordPress website has and to see if a website is, in fact, a WordPress website. So if you input my website name you will see that I am currently with Blacknight, but I will move to be with Blue Host next year when my current deal with Blacknight expires.

Final Thoughts

Whether shelling out €100 per year for website hosting and letting your web developer take care of all your website hosting issues or looking after it yourself is your best option, is up to you.

But if you do decide to go down the DIY route with Blue Host do make sure that you let Google know in Google Analytics that your business is located in Ireland because it will assume by default that it is located in America because that is where Blue Host is based. Keep on “The Big Gs” side is always a big plus to climb up their rankings!

Blue Host doesn’t sell .ie domains but they will still host a .ie domain. You can buy a .ie domain from several domain providers such as Blacknight.

Personally, I will jump ship to Blue Host next year because of fast loading times and getting an endorsement from WordPress.

I hope that this wasn’t too technical but if you need any further clarity, let me know.

Gary

 

Gary Gleeson

Gary is a website designer & digital marketing strategist. He holds a 2019 BSc Degree in Digital Technology & Design (Distinction)

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Digital Marketing Hacks to Grow Your Business

Digital Marketing Hacks to Grow Your Business

If your business is really good at either selling a service or a product and it isn’t growing, there is a reason for this, your marketing isn’t effective!

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Digital Marketing channels are constantly evolving and if you are using the same marketing methods that you did a few years ago, they may well not be as effective anymore. With all the new digital marketing platforms popping up and trying to keep up to date with the ongoing algorithm changes is very time-consuming, isn’t it? It’s not just Google but the social media platform are tweaking their algorithms too.

I read somewhere online last week that the average small business owner only spends around 2 hours per week marketing their business. I’d hazard a guess that most of this time is spent on social media marketing.

As a startup myself, I intend on spending 6-8 hours of marketing per week. This may well sound excessive but I really need to get my name out there. I plan on doing this every week for the first year and I will schedule time to carry out this in my diary. If I don’t schedule the time it will just get pushed back to the weekends or even worse…ending up on the bottom of my to-do list 🙁

My main marketing method is content marketing which is designed to drive traffic to my website.

Here are some suggestions to market your business, in no particular order:

Video Marketing

Promotional videos are such a great way to market any business as they can be promoted many times across several digital platforms. Video content reaches more of your followers than image-based content in your social media newsfeeds. Plus they make great header videos on Facebook, but they can’t be any longer than 90 seconds.

They are also great to embed on your website and send out in digital email newsletters too.

Plus the audio can be used as the content for your podcasts.

Podcasting

Podcasting is one of the newer Digital Marketing channels where your followers can listen to you. It’s like having your own radio show but listeners can listen to you whenever they want.

Podcasting is growing in America and high net worth individuals prefer to take in content this way.

It is a great way to get to people that don’t use social media that much as they still want relevant content but they can absorb it in a different way. More and more people are taking to listening to podcasts whilst doing other things like running, driving, commuting and even the ironing!

You can set up a free account with Sound Cloud, but I will blog about how to set up a podcast account in the next month or so.

Email Marketing

With the explosion in social media in the last several years or so, email marketing often doesn’t get a look in and isn’t as popular as it once was. Also, after GDPR came into force on 25th May 2018 most business owners saw a dramatic cut in their subscribers and just thought that building the subscriber list back up wasn’t worth the hassle. The average open rate generally is currently only 20% which is way down from the 90s that had open rates of 80%+. But that 20% who open and read the email newsletters may well convert into customers, which really makes it all worthwhile.

I use and highly recommend MailChimp which is probably the most well-known email service provider where you can send out emails to up to 2,000 subscribers for free. I will be making a MailChimp Tutorial on YouTube in the next 2 or 3 months.

Social Media Advertising

Facebook is going towards a “play to pay” policy for business pages, so it looks like the “free lunch” with them is coming to an end. Yes, you can still post on there for free but less and less of your followers are seeing your posts. I see this a good thing because some of your competitors won’t pay, so you now have a better chance to target their customers!

Instagram, that is owned by Facebook, will be following suit. It’s not a matter of if, it’s more a matter of when.

So advertising on Facebook and Instagram where you can advertise to your target audience is a very effective way to market your business.

Social Media Marketing – Organic

Organic Social Media Marketing is predominantly the free posting on the likes of Linkedin, Instagram, Twitter & YouTube. Yes, YouTube is often thought of a video platform but it is, in fact, a social media channel. Don’t forget that it is also a search engine too where people are searching for a visual answer rather than a typed one. That’s why Google bought YouTube back in November 2016 for $1.65B and if it was an independent stock today, it would value at approximately $75B.

It is not as effective as it once was so you need to be adding other marketing methods to your marketing strategy.

Networking

Networking is often not given enough credit in this digital age, but it still remains as effective as ever. Some people prefer businesses that are highly recommended from their own network rather than spending time researching for a suitable business.

So joining business groups and industry-related attending talks are always a great way to meet potential new leads.

Speaking Live at Events

Having a captive audience is a great way to show your knowledge and in turn, pick up some new leads that may well convert to customers. But you have to give your audience value and information that they want or need, rather than a sales pitch.

This isn’t for everyone, but it is something worth considering.

Google Ads

Using Google as the first port of call to search for something is still popular with many of us. For example, If someone is looking for a Digital Marketing Agency or Website Design Agency in Mullingar there is a good chance that they will ask Google.

I read on Gavin Duffy’s Twitter account about a year ago that he thinks that word of mouth is being replaced by Google.

SEO

So many businesses use social media marketing as their main form of marketing, but the smart money is investing in SEO. Yes, SEO isn’t an expense it is, in my opinion, an investment.

Search Engine Optimisation, which is getting your business to appear on the first page of Google, is essential for service-based industries.

Conclusion

Hopefully, I have given you 1 or 2 ideas that you hadn’t thought about before.

Online Marketing is a necessity for businesses that are serious about growing but don’t just take my word for it. Try this.

If you know someone that has scaled up a business, ask them how they feel about marketing and see what they say. Then ask a small business owner that hasn’t grown for a number of years what they think of marketing and I bet you will get a totally different answer!

Gary

Gary Gleeson

Gary is a website designer & digital marketing strategist. He holds a 2019 BSc Degree in Digital Technology & Design (Distinction)

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