What is content writing? Is it simply putting out content in the online space, or does it entail more? Well actually it entails a lot more. It’s about writing text pieces – such as blogs, articles, press releases, white papers etc. – that add value to a reader. So every time you create content, keep in mind that it’s not just about the word count, but that you must develop and share something that in itself is worth reading and sharing forward.
Content marketing on the other hand is a different ball game altogether. It’s about how you promote or sell your content to your readers. Why is it important, you might ask? Well, it’s important because no matter how good your content is, unless people are reading it, it’s as good as having no content at all. And this is even more important if you’re a small business that is just starting out. You won’t have the luxury that many of the top brands and businesses enjoy, particularly that of heavy footfalls on your website, and therefore good readership of your content.
So then the question becomes – how do you market content? What are the steps involved? Well, the steps involved are:
A.) Identifying your target audience: Pitching to the right audience is critical. For example, if your brand is that of a luxury watch maker, you shouldn’t pitch to an audience segment whose mean income is below a certain threshold. Therefore do some research identifying your target audience, and know all there is to know about them. This includes their (in this case) median income, job profiles, lifestyle choices and likes and dislikes, what times they come to work, which days they are the most active online etc. Doing so will help you develop content that is focussed and well directed.
B.) Developing a variety of content: Don’t be stuck with just a few types of content on your website. Diversification is the name of the game, so keep posting different types of content. These could be creative imagery, white papers, PowerPoint presentations, videos etc. Doing so will also:
i) Improve your pages’ search engine optimisation (SEO) profile
ii) Establish you as a leader in your domain
iii) Help establish regular and meaningful interaction with your audience through comments and other feedback.
C.) Using content marketing tools: There are some very helpful tools, such as Google’s Keyword Planner, which can help you come up with the best keywords for your content. When you use them to create content, you will be selling to and connecting with a wide variety of target audiences.
D.) Being original: Always endeavour to come up with original, engaging content that the reader will find worth sharing.
Therefore keep in mind the above pointers. It’s easy to forget content marketing strategy when you’re caught up in content writing, but the former is as important to run a successful online venture as the latter.