BLOG 5: Content marketing

Content marketing 

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly and understood target audience which the objective of driving profitable customer action. Content marketing is decisive for your online success. Also in 2018, having control of the high quality of your content, but how do you jump over your competitors? In other words, which quality content is indispensable for your website in 2018?

Quality first

Quality is essential for your content, in every form. Search engines are increasingly looking for quality content. So, follow Google’s guidelines and understand why your website is unique to visitors. Write especially for your visitors and also a little bit for Google. B2B marketing experts also call quality content an important factor in the success of an organization.

What does your target group want?

If a potential customer enters your website in his or her search. He of she needs to know in one glance that you are, what you do and why he or she should choose you. It makes sense that you want to offer the best thing for your customers, but a visitor has to be convinced. You offer the solution to the problem of your target group; show it in a customer-oriented way. A person who ends up on your website is already interested. You want to attract this visitor and convince them with the special qualities of your organization. Make your website stand out.

Personalized content

If you want to convince visitors on this personalized level, your website must be reliable and transparent. Let employees tell their story on your website through live streaming, because that creates considerable more confidence than an advertising message ‘from the organization’. Furthermore, make sure people can easily log in with their social media accounts, because that improves their personal customer journey. However, do not constantly try to follow the latest trends, but always stay true to the vision of your organization and the needs of your target group. Also write out your content strategy, because that increases the change of success.

Focus on conversion

Text and image are your content, but of course you also have to use them well. Your website is the link between the visitor’s request and the offer of your organization. What purpose do you have exactly with your website? If you want people to request a quote, you ensure that buttons such as ‘contact’ and ‘request quotation’ stand out. In this way, focusing on the conversion of your website ensures a good user experience. User friendliness plays an important role in the assessment of your visitors and therefore in the appreciation that Google has for your website. In addition to quality content, it is therefore also important to have a website that serves your purpose in a functional way. This way your website gets higher in the rankings and you attract those attracted customers purposefully.

By Irene de Groot

Source: Stookes, Rob and the minds of Quirk (2018). EMarketing: the essential guide to marketing in a digital world (5th ed). Quirk eMarketing (Pty) ltd. (Ed.).