Building a Rock Solid Content Plan – Magnetize Your Marketing and Watch Customers Come to You

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Google’s ever changing (link: http://www.seomoz.org/google-algorithm-change text: algorithm updates) have meant that the way we market ourselves online is constantly changing too. Marketers have had to shift to accommodate these changes, but there is one thing that remains constant.

Whatever you call it; content marketing should be an integral part of your online marketing strategy. The search engine giant has announced steps to (link: http://googlewebmastercentral.blogspot.co.uk/2012/04/another-step-to-reward-high-quality.html text: reward quality content), so if you’re not implementing a content plan, you’re missing out.

It doesn’t have to be hard or expensive either.  By following a logical plan you can make sure that you get the most out of your content (written text, images or videos). Long term, this form of marketing can be more cost-effective than costly advertising.

**Why You Need a Content Plan – Now!
**

Google have recently been on a focussed mission to remove poor quality from the Internet. Millions of webmasters all over the world have been affected in some way by Google’s (link: http://mashable.com/2012/07/03/penguin-google-seo/ text: Penguin) and (link: http://www.minterest.com/what-is-google-panda-algorithm-update/ text: Panda) updates. Many saw their site’s rankings slashed, traffic plummet, and pages disappear from the SERPs (search engine result pages).

While targeting poor quality pages, duplicate content, black-hat SEO and everything in between, many ordinary business people have seen their sites’ affected. Google’s own advice is to focus on quality content.

This means unique, high-quality copy that provides value for your readers. Put your human audience first and don’t just write for the search engines. Content is, after all, King.

Why is Content King?

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(link: https://www.superdream.co.uk/creative/copywriting-content-marketing/ text: Content marketing popup: true title: Copywriting and Content Marketing) is a (link: http://searchenginewatch.com/article/2186953/Why-Content-Marketing-is-a-Great-SEO-Strategy-Not-a-Short-Term-Tactic text: long term strategy) for effective marketing. It is measurable, scalable, natural, and above all; helps shield you from algorithm updates. This is what makes content marketing such a valuable SEO strategy, perhaps even more so than (link: http://searchenginewatch.com/article/2179778/7-Reasons-Content-Marketing-is-Better-Than-Link-Building text: link building).

Quality content on and off your site has never been more important. Internet users are becoming increasingly savvy, and are always trying to find credible sources amongst some of the more questionable pages on the web. If you want to be seen as credible, influential, professional; you need to be crafting quality content.

If you want to be seen as an authority in your niche, your voice matters. Whether you’re putting your own spin on a current topic, providing advice, or even offering a contrarian view; quality copy is your pathway to your audience. But if you’re new to the marketing game, or you hate to sell, how can you make content marketing work for you?

What is Content Marketing?

Before you can even begin to implement a plan, you need to have a firm grasp of what exactly content marketing is. Marketing is all about promoting your company, driving traffic to your site, and ultimately securing a sale. This is the aim of your content marketing strategy, but it’s about more than manipulating the search engines, and forgetting about your audience.

For many businesses, the main focus of content marketing is creating unique and high quality copy for your website. This content is what drives people to your website; either by earning your place on the first page of Google, or by going viral. And your copy will only do that if it’s good – really good.

You need to have something to say, something different to bring to the table. And you need to be able to relay this information professionally, articulately, and interestingly. The key to successful content marketing is finding an original voice, saying something worth sharing, and killer copy.

In addition to written content, your content plan can also include the use of videos, images and infographics. By using different media you are increasing the likelihood that your message is going to be found and absorbed by your target audience.

Building a Rock Solid Plan

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Writing killer copy doesn’t have to be difficult.

Even if you’re not a copywriter or journalist, crafting a rock solid content plan, and getting your voice ‘out there’, is easier than you may think. While (link: http://www.copyblogger.com/content-marketing-copywriting/ text: copywriting and content go hand-in-hand), no-one knows your company and World Changing Product like you do.

Building a rock solid plan – one that you can refer back to when you need to – is the key to success. But how can you create content that cements your reputation as an authority?

Especially if you’re a small business, with no copywriter or marketing team? Here are some top tips for engaging your readers, getting them to share your content, and keep them coming back for more:

– **Get inside their mind – **What matters to your audience? What do they want, need, like, dislike? What’s happening in the industry, and how does it affect them? And what can you do for them? Make sure the content you write appeals to your audience’s emotions. If the post makes them feel something, they’re much more likely to share it.

– **Where to post content –** Most companies will want to add additional content to their website. A blog is often the ideal vehicle for this, being both easy to manage and scalable. You should also think whether social media platforms such as Twitter and Facebook will be suitable for your business.

– **It’s all in the headline – **When writing your headline, think of the (link: http://www.copyblogger.com/writing-headlines-that-get-results/ text: 50/50 and 80/20 rules). You need to grab your audience’s attention, and whet their appetite. Encourage them to click through to your page and read more. Leave them wanting more.

– **Keep them reading – **This is where your copy plays the biggest role. Once you’ve attracted a reader, you need to keep them there. Share an interesting insight, offering up something new and unique. Back up your copy with statistics and links to authority resources. Crafting copy is something that comes with practice, reading lots of other articles, and finding your unique voice.

> ## “Internet users are becoming increasingly savvy, and are always trying to find credible sources amongst some of the more questionable pages on the web. If you want to be seen as credible, influential, professional; you need to be crafting quality content.”

– **Craft your call to action – **If you’re writing copy for your own site or (link: http://www.polarisprinc.com/2012/07/5-top-tips-for-effective-guest-blogging/ text: guest blogging), your call to action will be different. But wherever your copy is published, your ultimate goal is to secure a sale. By becoming an influence and an authority in your niche, you’ll be able to drive more traffic to your site, and yield more results.

 

– **It’s about more than creation – **Spilt your efforts between creating your content and distributing it. You’ve gone to the trouble to producing something worth sharing, but it’s no use if no-one sees it. Share your posts on your social media sites, in your newsletter, in your email signature. However you choose, find ways to get your content out there.

 

– **Recycle your content – **Content marketing isn’t all about writing brilliant and inspiring copy. In fact, you can do so much more than write a blog post. Recycle old content and give it a facelift. Turn your ‘How to’ blog post into a video; make a slideshow with your images; and turn a series of tweets into a podcast. The opportunities are endless, and the more you create the more authoritative you become.

 

– **Be clear about your goals – **Whatever content you choose to create, make sure you’re clear about your goals. What are you looking to achieve, and by when? Do you want a certain number of people to visit your website, increase your newsletter sign-ups, or sell a certain product? You can track your success on Google Analytics, so make sure you’ve decided what you’re trying to achieve.

**Making Content Marketing Work for You**

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You may be thinking that, while all of this sounds interesting, it’s not relevant to you; especially if you’re a b2b company. Content marketing can still yield impressive results for you. Your audience will still benefit from your influential outlook, and you’ll still have something unique and newsworthy to say.

Content marketing for b2b companies doesn’t really differ than much from b2c marketing. You still need to craft a message, find your voice, and say the right things. You just need to make sure you’re saying them in the right places.

With the shift towards quality, and with (link: http://www.techwench.com/five-black-hat-seo-techniques-to-avoid-at-all-costs/ text: black-hat SEO) finally being clamped down on, can you really afford NOT to implement a content plan? Even if you don’t like selling, promoting your business and your products in this way is vital. By actively creating and distributing quality content, you’ll begin to be recognised as an authority.

In a time where we are bombarded with fraudsters and spam companies, being recognised in this way is ideal. As people begin to recognise you, and see you as an authority, they’ll begin to trust you. And if they trust you, they’ll buy from you.

**What’s Next?**

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)Content marketing success won’t happen overnight. Like with your other SEO and link building efforts, you’ll need to build up to becoming a figurehead in the industry. Which is why you should start right away.

Brainstorm as a team and come up with some great ideas for compelling content. You should read lots of blogs and websites related to your niche for inspiration, and look at how you can add a unique spin.

Think of alternative types of content you can create, and where you’ll upload them.

To see how our (link: https://www.superdream.co.uk/creative/copywriting-content-marketing/ text: content marketing popup: true title: Copywriting and Content Marketing) service can help you, (link: https://www.superdream.co.uk/contact/ text: contact us today popup: true title: Contact).