table of contents


Content marketing structure

Writing Effectively for Social Media

Engaging Social Media Content

Audience-Centric Approach
  • Prioritise engaging content over mere presence on social media.
  • Encourage dialogue by adding value to every social media post.
Harnessing Hashtags
  • Use hashtags to track conversations and participate in brand-specific discussions.
  • Employ industry-relevant hashtags and gradually introduce new ones to foster engagement.
Platform-Specific Writing
  • Tailor content for each platform rather than replicating the same content across all channels.
  • Adapt the tone, length, and timing of posts to suit the platform’s audience and purpose.

Active Writing and Clear Calls to Action

Active Voice Usage
  • Prefer active voice to describe actions, avoiding passive phrasing that downplays achievements.
Effective Call to Action (CTA)
  • A clear CTA guides users on the next steps, reducing friction in their interaction with the site.
  • Multiple CTAs on a page prompt various actions, aiding users in navigating through the sales funnel.

Four Cs of Content Marketing (Create, Captivate, Community, Conversion)

Create Authentic Content
  • Consistently produce engaging content to retain and attract your audience.
Captivate with Authenticity
  • Establish a genuine connection with your audience through storytelling, case studies, and behind-the-scenes insights.
Foster Community Engagement
  • Cultivate a community around your content, fostering repeat customers and brand advocates.
Conversion and Testing
  • After laying the groundwork, focus on converting your audience into customers through thorough testing on landing pages.

Enhancing Content with Images

Importance of Visuals in Content Marketing

Strategic Image Use
  • Incorporate images strategically to complement content and attract both readers and search engine attention.
  • Well-placed images enhance content, particularly for those who prefer visual information over lengthy text.

Utilising Images in Content Strategy

Blog Images
  • Use blog images strategically, such as in headers or interspersed throughout text, to represent core content and attract social media visibility.
  • Opt for simple yet engaging images that relate to the blog’s subject matter.
Product Images for eCommerce
  • Essential for eCommerce platforms, ensure high-quality and consistent product images to facilitate easy comparison for users.
  • Non-eCommerce sites may not require product images as extensively.
Harnessing Infographics’ Potential
  • Despite the effort required, infographics present valuable statistics in a visually engaging format, ideal for social media sharing.
  • They stand alone without additional written support and often garner media attention and inbound links.

Exploring Stock Imagery

Accessing Images Responsibly
  • Avoid using copyrighted images from Google and other sources without permission.
  • Consider stock imagery subscriptions for a diverse array of photos suitable for marketing collateral.
Pros and Cons of Stock Imagery
  • Stock galleries offer quick and cost-effective access to numerous photos but might lack uniqueness and personality, noted by some critics.

Leveraging Content for Effective Engagement

The 80/20 Content Strategy

Many companies excel in offering quality products or services, yet they often fall into the trap of excessive self-promotion in their public image. The value of engaging content is frequently underestimated, overshadowed by relentless sales pitches. However, such content can significantly impact the bottom line, if not more.

Balancing Act: 80% Information, 20% Promotion

For optimal results, allocate 80% of your content to information that resonates with your customers while reserving 20% for promotional announcements or sales-related content.

The Power of Shareable Content

When 80% of your content captivates readers enough to be shared, it generates a powerful ripple effect of positive word-of-mouth. This form of organic marketing yields valuable outcomes by attracting new customers, making shareable content an integral aspect of content provision strategies.

Inbound Marketing and Content Alignment

The essence of Inbound Marketing lies in guiding potential buyers through a sales funnel, aiming for successful transactions. To achieve this, ensure your content aligns with what prospective customers seek when searching for products or services like yours.

Embracing the Rule of Engagement

Disregarding the 80/20 principle might lead to the misconception that content lacks effectiveness for your business. Contrary to this belief, the internet has levelled the playing field for enterprises of all sizes. Leveraging useful or entertaining content facilitates name recognition and fosters word-of-mouth growth, a valuable asset in today’s digital landscape.

Social Media: Beyond Sales Pitches

Social media epitomizes this transformative phenomenon. However, to harness its potential, remember that users engage on these platforms for social interactions, not perpetual sales pitches. Leveraging social media effectively can aid in attracting and retaining customers, amplifying the impact of your content strategy.

Blogging: Enhancing Your Content Marketing Strategy

The Importance of Blogging

Writing blogs is a pivotal aspect of your content marketing blueprint. It’s not only a means to attract new customers but also a way to forge deeper connections with existing clients on a more personal level. Through blogging, you demonstrate a genuine concern for your customers, their lives, and their interests. It also offers small business owners an avenue to narrate their unique stories. Contrary to popular belief, blogging need not be complex; it can range from sharing industry news to recipes and beyond.

Crafting an Impactful Content Strategy

To truly make a significant impact, incorporating blogging into your content strategy is just the start. A robust content marketing strategy should encompass the following elements:

Researching the Target Audience

Understanding your audience is key to creating compelling content.

Utilising a Variety of Content Formats

Diversifying the way you present content ensures wider engagement.

Optimising for Search Engines and Readers

Striking a balance between search engine optimisation and reader engagement is crucial.

Promoting Across Multiple Channels

Maximising exposure by leveraging various platforms is essential.

Best Practices for Blog Writing

Adhering to certain best practices can elevate the effectiveness of your blogs:

Tailoring Language and Style

Adopt a writing style and vocabulary that resonate with your audience, avoiding overly technical jargon.

Crafting Clear Calls-to-Action (CTAs)

Define the action you want readers to take after reading and incorporate it effectively within your content.

Structuring Posts Effectively

Ensure strong introductions and conclusions, compelling readers from the outset and urging them to act at the end.

Incorporating Headings and Subheadings

Break down text into digestible sections to aid readability and navigation.

Establishing a Hierarchical Structure

Present key points early on in titles and headings to cater to readers who might not read the entire post.

Maintaining Grammar and Spelling

Avoiding errors in language underscores professionalism and attention to detail.

Organising Posts with Categories and Tags

Categorising and tagging posts aids reader navigation and serves as a useful guide.

Implementing Internal and External Links

Integrate internal links to related content on your blog and website while also linking to authoritative external sites, all opening in new tabs to retain user engagement.

Saving Your Work

Periodically saving your work prevents the loss of progress.

These practices, when applied consistently, contribute significantly to a compelling and impactful blog that resonates with your audience.

Understanding Podcasts

What Are Podcasts?

A podcast is a digital media file sourced from streaming platforms on the Internet. These files, authored or hosted by a podcaster, are downloaded from syndication feeds or free-use websites. Users then transfer these media files to their computers, such as home PCs or Macs, and subsequently onto digital devices like iPods or MP3 players. Often likened to online pre-recorded radio programmes, podcasts have evolved beyond news feeds to serve diverse purposes.

Diverse Uses of Podcasts

Originally, podcasts were synonymous with news links. Presently, they serve various functions:

  • Business Commercials: Companies leverage podcasts for advertisements, introducing their offerings and showcasing personnel.
  • Interviews: Celebrities’ interviews are transformed into podcasts, allowing audiences to catch up if they missed them on traditional media.
  • Sports Highlights: Numerous sports highlight podcasts cater to fans unable to watch live or seeking to relive memorable game moments.

Podcast Platforms

Several websites host podcasts, offering diverse search capabilities and content options:

  • A comprehensive directory housing podcasts uploaded by independent users.
  • Apple iTunes: The pioneering platform where podcasts were first launched.
  • Yahoo! Podcasts: Another example of a major website hosting this service.

Crafting an Excellent Podcast

Creating a compelling podcast involves understanding both yourself and your audience:

  • Know Yourself: Select a topic you’re genuinely passionate about, particularly if it relates to your business.
  • Know Your Audience: Empathize with your audience’s thoughts and preferences to communicate effectively.
  • Find the Intersection: Balance your content to resonate with both your interests and your audience’s preferences for authenticity.

Content Ideas for Engaging Podcasts

  • Repurpose Blog Content: Convert your popular blog posts into podcast episodes with additional content.
  • Recreate Popular Content: Enhance existing popular content by providing missing elements or unique perspectives.
  • Expert Interviews: Interview industry experts to add credibility and widen your audience reach.
  • Co-Host with Followers: Collaborate with followers or friends for a broader audience and diverse perspectives.
  • Host Discussions: Amplify engagement with roundtable discussions on relevant topics.

Essential Equipment

To start podcasting, ensure you have:

  • Microphone
  • Headphones
  • Computer
  • Recording and Mixing Software

Guidelines for a Successful Podcast

Before recording:

  • Prepare an outline to stay on track during the show.
  • Consider show notes as an outline to guide listeners about the episode’s content.
  • Organize thoughts and materials beforehand, keeping them easily accessible for recording.

The Rise of Video in Content Marketing

Video’s Dominance in Marketing

Video is hailed as the future of content marketing, a medium already embraced by over half of companies and poised for further growth. The unparalleled potential for reach is exemplified by YouTube, hosting over a billion unique visitors monthly, second only to Facebook.

Accessibility for Small Businesses

Contrary to past perceptions, video is within reach for small businesses. Costs have plummeted, and technical barriers have diminished. Platforms like Twitter’s Vine, with its concise six-second clips, offer budget-friendly avenues for engagement. Yet, maximising returns requires strategic considerations.

Key Considerations

Tailor videos to your target audience; relevance is paramount. Promote across diverse social channels to optimise visibility and sharing opportunities.

Unveiling Video’s Value

Recent studies underline the potency of video marketing:

  • YouTube outstrips TV networks in reaching 18 to 49-year-olds.
  • 64% of users are inclined to buy after watching a video.
  • A video on a landing page can spike conversions by 80%.
  • Websites hosting videos enjoy an 88% longer visit duration.

Integrating Video in Your Strategy

Avoid arbitrary video creation; align videos with your content marketing strategy. Each video must possess a clear objective, a plan for dissemination, and metrics for gauging success.

Crafting Your Video Toolkit

Consider various equipment options:

  • Hand-held cameras like GoPro for portability.
  • Smartphone cameras for quality and accessibility.
  • Webcams for affordability and basic functionality.
  • DSLRs for professional-grade quality.
  • Simple microphones for clear voice recording.

Maximising Video Content

Craft video content akin to copywriting, emphasising:

  • Conversational tone to engage viewers personally.
  • Conciseness within 3 to 5 minutes for optimal impact.
  • Emotional engagement to resonate with audiences.
  • Interactive elements like questions and answers.
  • Delivering promised content and a clear call to action.

Presentation Mastery

Practice is pivotal when presenting on camera. Consistent efforts in filming yourself discussing topics foster familiarity and ease in front of the lens.

The Art of Editing

Post-production holds immense significance. A polished video augments shareability and accentuates intended messaging. Shoot ample footage for flexibility in editing, allowing dynamic adjustments to narratives and focus.

Free Site audit

Just like your body the health of your site matters. Submit your details now for a free professional site health audit.

Shedule a Call

We will call you back at the soonest available time during business hours. If you have a prefered time for a call please leave details in the message field.