“I just can’t write about myself!” I hear this exclaimed a lot. Often followed with “Oh, I’ll just write some bullet points and add them to my website”. But what you say and how you say it, matters for your business.
So why is great content so important? In today’s digital world, your customers are being bombarded with advertising and messages more than ever before so you need to make sure your marketing messages are standing out from the crowd. Businesses are struggling more and more to get their message in front of the right people and it’s harder than ever to keep ahead of competitors. A great content marketing strategy will create lead generation, improve brand awareness, develop long-term relationships with your customers and increase your reach and name recognition.
Whether you are writing blogs, creating news releases, sharing videos or copywriting for your website, your content needs to resonate with your audience in order to achieve your strategy’s goals. It’s all very well saying how brilliant your latest product is or explaining your latest acquisition but how will that relate to your customer? You can write something great but does it align with your company’s objectives and messages? Are you promoting the core values of the company in a way customers can relate to and engage with so they, ultimately, buy while you are still being ‘on brand’?
Remember, well-written content has the capacity to powerfully engage with your customers by carefully tailoring to their needs and interests. You need to take the time to research your audience and execute a content marketing plan that will work across multiple platforms. For instance, how you write on your personal Facebook account to friends should be very different to how you post for your business social media platforms. Good content writing will help you to reinforce the connection with your audience and create long-lasting relationships that will keep the customer coming back to you. Enticing content can ensure the reader clicks through to your website, ensure they visit your business and explore what you offer.
How do you achieve this? Whether you are a small to medium business or a large organisation, often it really does comes back to researching your audience. Investing time to really understand who they are and what they need from you, can help to create enticing content that ensures they click and explore your business. We know this is time-consuming and requires real professionals and here at Plum, we are experts of communication and have the knowledge to create you unique, successful, SEO-increasing content!
Speak to one of our team today to get you ahead of the content-game in 2017!
This article was written by Angela Cassidy who has worked with Plum Communications & PR as an Account Manager for almost four years. She has seven years’ experience of managing social media, online content and PR and marketing from SME’s to large media brands. You can read more about Ange here.