Our monthly contribution from Andrew Leon Walker of Rame Marketing…
A recent conversation with a client really opened up their eyes to the possibilities of improving their marketing activities and getting a better marketing ROI, by taking a few simple steps when it came to content creation.
I was explaining the advantages offered by blogging and they were giving me the same tired old arguments such as:
- What would we write about?
- What about the expense of producing content
- We don’t have the time
- What happens if no one reads what we write?
Let’s take each of these points in turn.
Your clients and prospects speak to you on a daily basis, they ask questions and some of those questions will come up time and again. Use these as the basis for your blog posts.
If you take 4 key services or areas you want to promote, list 5 Frequently Asked Questions (FAQ’s) under each heading, then you end up with 20 possible blog posts. That’s a good start.
Yes, creating relevant, quality content can take time, resource and expense so you need to plan in advance how you’re going to maximize the exposure of each piece you create.
Create an editorial calendar, this can be a simple spreadsheet detailing the type of content you want to produce, the date it’s required, who’s responsible for creating it, the topic, the key phrase and the really important bits, where you will distribute this, how you will promote it and how to can re-cycle or re-use this content for maximum exposure and engagement.
If you don’t have the time or the skills to do this then you need to find an alternative way of doing it. Creating quality content is important to get your message out to your audience, position and differentiate your offer and get found by the search engines. There are plenty of freelance copywriters or bloggers around to help.
If you are creating the type of content that’s relevant and engaging for your audience, they will read it. Don’t worry if you don’t get any comments on your blog, readers are mainly interested in reading your content, not giving you feedback. What’s important is to always provide a Call To Action (CTA) to let your readers know what you’d like them to do next.
Take this blog as an example.
If you want a more in-depth explanation of how this all works and why it’s necessary, you might find my page on the subject interesting: Improving Your Marketing Effectiveness.