Content marketing has proven to be one of the most successful digital marketing tactics because it’s an inbound approach. An inbound marketing approach means that instead of reaching out for customers and hunting them, they come out looking for you. Your content, whether on social platforms or on your website, is a 24/7 active campaign that you need to look after because it’s a valuable digital asset. We love to empower our local business community with knowledge to be able to manage their own content strategy, or at least, know enough to discuss it comfortably with a third party. In this article, we tackle what content marketing means and some types of content that suit different businesses and industries.
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ProfileTree – Expert Content Marketers and Video Producers with a Local Flavour Serving Businesses in Antrim, County Antrim, Northern Ireland
We are a self-made, family run agency based in Belfast and Monaghan. We’ve established ourselves in the Northern Irish market since 2010. We’ve grown the team, collected content marketing awards, and helped local and international businesses with building top-notch websites. We’ve also helped hundreds of small and medium sized businesses with free content marketing training through programmes funded by Northern Ireland’s Councils over the course of three years. Investing in building a content marketing strategy for your business in Antrim means making sure your new partnership is built on proven methods. Our multi-talented experts can deliver on all aspects of content marketing from blogs to social media content to video production and webinars.
Content Marketing Antrim: What Is Content Marketing
Content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality, valuable content that is relevant to them and delivering it consistently. The key to successful content marketing lies in those three words: ‘valuable’, ‘relevant’, and ‘consistent’.
Content Marketing Antrim: Value
Ten years ago, it was much easier to create content that stands out. It was easy to come up with never-done-before ideas. Today, the biggest challenge that content creators and marketers face is to differentiate the content from noise. The Internet has become cluttered with content. That’s why it’s much more challenging to create content that adds real value to the audience. As people adopt Artificial Intelligence into content creation, one can expect that it will only get harder.
Our advice is always simple: quality and not quantity. You don’t have to publish daily. Not even weekly, in most cases. However, when you publish a video, an article, or even send out an email, make sure it has substance. Make sure it is engaging and solves a problem to your audience. Make it clear and always consider adding the right Call To Action (CTA) to your content so you can give your audience a clear direction. Creating valuable content takes practice and active listening on your behalf to what your audience wishes to see.
Content Marketing Antrim: Relevance
Relevance is perhaps the most confusing pillar of content marketing. It’s hard to put one specific definition to relevance but we will take an aim. It’s producing the right content, to the right person, on the right platform, at the right time. So, there are multiple elements at play. You need to understand your audience so well so that you can read their minds on the topics they want to engage with. To do that, you must be in close contact with their day to day lifestyle. What they like and dislike, what interests them, and what values they stand for.
You can’t start an interesting conversation with a complete stranger – you will most likely talk about the weather. However, if you know someone well, you won’t run out of topics.
The second element at play is using the right medium or platform. Creating content for Gen Z is different than creating content for middle aged professionals. While your product may be suitable for both, you can’t use the same platforms or language for both segments. If you have a great article and want to promote it, should you create a reel with a link in the bio on Instagram or share it in a newsletter? You can’t always do both. Sometimes it is counter-productive to do both. It all depends on observing the online behaviour of your target segment.
The last but not least, you need to process how time has an influence on your content marketing strategy. You’d be surprised to hear that people plan for Valentine’s during Christmas. Pretty early? Maybe, but some people like to take advantage of Christmas discounts or prefer to their ‘gift shopping’ all at once. You also need to be very sensitive with timing if there’s any crisis or a market recession, as you wouldn’t want your content to sound inconsiderate or discarding to the general feel.
Content Marketing Antrim: Consistency
Most businesses come to us saying that when they first built their website, they established a blog and published a couple of posts but now it’s inactive. The same thing happens with social media. Consistency is essential to see real results from content marketing. If you’re not consistent, you won’t see real return on investment. We understand that content marketing is an ongoing process, and it’s easy to postpone when you’re slammed with high priority deadlines.
Hiring someone to be responsible for creating content, even if it’s a part time role is rewarding on the long; especially if that person is not only a good writer, but also someone who understand digital marketing and SEO. On the other hand, if you can’t hire someone in-house whose job would be to look after your content marketing strategy, you can outsource that task to a content marketing agency.
Content Marketing Antrim: Types of Content
Content comes in so many shapes and sizes. By now, it has been established that some formats are more suitable for specific industries, and it varies according to the industry standards and the online behaviour of your audience. Let’s get to know some of those formats and how you can make the best out of them. We’ve tackled Blogs, Video Marketing, and Podcasting in a previous article. If you want to find out more about these, click here.
Content Marketing Antrim Type #4: Infographics
An infographic is a collection of imagery, data visualisations like pie charts and bar graphs, and minimal text that gives an easy-to-understand overview of a topic. Infographics are great for making complex information easy to digest. They can be helpful anytime you want to provide a quick overview of a topic, explain a complex process, display research findings, summarise a long blog post or report, compare and contrast multiple options, or raise awareness about an issue or a cause. When you need to give someone a really quick rundown on something that can be hard to explain in words alone, an infographic is your best bet.
Obviously, infographics are great for B2B content marketing. B2B products or services are rarely straightforward – they’re usually much more costly so they’re high involvement products. There’s a lot of friction and a long consideration process, that’s why an infographic explaining the process in a simple way serves as a way to remove that friction and move the customers further down the sales funnel.
But B2B businesses are not the only companies that can benefit from infographics. Charities and non-profitable organisation can also use them to raise awareness about their cause or showcase the achievements. That’s also perfect for entrepreneurs or startup founders who want to show that their business is doing great. Evidence through numbers is super important for building credibility, and it’s confusing to showcase numbers in an article, so an infographic comes in handy. Meanwhile, if your business is educational or even if you’re a governmental entity, infographics also work well in that context. Educating students through infographics is memorable – a photo is worth a thousand words.
To create unique infographics, here are some tips and tricks:
- Use images, icons, and illustrations to make key takeaways memorable.
- Create a text hierarchy with three different font styles.
- Use contrasting colours to guide your readers’ attention.
- Use available quantitative data, statistics, and valid industry insights and reference it.
- Use your own database and learnings to add your own reflection as well.
- Conduct your own surveys or focus groups and share your data findings.
Content Marketing Antrim Type #5: Email Marketing
Content Marketing Antrim: Email Marketing and Its Types
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalisation. This may sound time-consuming, but marketing automation handles most of the heavy lifting for you. In the long run, a well-designed email marketing strategy not only drives sales, but helps build a community around your brand. There’re different types of email marketing. Some of them are promotional, while others are informative. The content you craft for your email marketing campaigns depends on where your customers stand in their customer journey – the sales funnel.
Content Marketing Antrim: How to Plan an Email Marketing Campaign
Our go-to advice is to segment your mailing list. That will allow you to customise and personalise your content. It will also help you set up what you’d count as a ‘conversion’ based on the customer segment. Personalising each email may not be doable, due to lack of time of course, but think of every way you can personalise your emails to achieve the highest engagement rates.
Furthermore, pay specific attention to your email subject line, sender name, and preview text. Make sure the subject line doesn’t come off as spammy or too salesy. And in case you don’t know, under the GDPR (Europe’s data protection regulation), an individual has the right to dictate how their data is being used. The act of unsubscribing falls fully within those rights so an Unsubscribe Link should always be included.
Content Marketing Antrim: How to Write Compelling Content For Your Emails
Email copy needs to be personal, fun, and specifically interesting to the recipient – but most importantly, email content should have character. Your emails should embody your brand’s tone of voice.
To write persuasive, engaging email copy, keep these tips in mind:
- Ask yourself, “What does my audience need from me? How can I help?”
- Imagine you’re writing to one person.
- Show your brand personality.
- Tell a story.
- Write to instill curiosity, starting with the email subject line.
- Use a conversational tone and write the way you speak. Avoid jargon or complex language. People mostly skim through their emails.
- Break up the copy with short paragraphs and use bullet points where possible. Again, people will only glance at your email for seconds, so make the most out of it.
- Use the name of a real person for the email signature instead of a faceless brand logo.
Content Marketing Antrim: How to Choose the Right Content Marketing Agency
Content marketing in Antrim? We’ve used years of expertise to find, test and refine methods that simply work. Our local based, trusted, and proven content marketing agency means you don’t have to look further afield for results-driven help with your content and digital marketing. Instead, enjoy local service supported by local recommendations and real-world outcomes from past projects we can show you to evidence our expertise.
Doing business in Antrim means facing constant change, good and bad: the arrival of more businesses at The Junction, seeing increased tourism in nearby Belfast, increased competition online and much more. What happens, then, when you partner with a local content agency to tackle these modern changes head-on by seeking to grow your company online?
Firstly, choosing a local business means choosing the standards of service you’d expect from a local business and would expect for your customers from your own company: no fuss answers, a personal response and work based around real results. You can’t put a price on being able to make a quick phone call, to meet for a quick review or to ask for a rapid response when support is needed. A local business will also want to grow with your company, helping you adapt to changes in the online world and keep ahead of your competitors.
Content Marketing Antrim: Why ProfileTree?
That’s why partnering with ProfileTree works in some very simple, but very valuable ways, for local companies:
Content Marketing Antrim: Exploring Your Business
Instead of dealing with a company outside Northern Ireland who’ll aim to promote a list of ‘off-the-shelf’ services, we’ll meet with you to get a clear view of your business. This means understanding your goals, your audiences, your competitors, and your market.
Content Marketing Antrim: Exploring Your Opportunities Together
We’ll develop a strategy to identify, and respond to, audiences with potential conversions locally, or even beyond Northern Ireland, many of our customers are across Europe. How? Great content can be linked with well-planned SEO to identify the right groups in Google, drive traffic to your page and maintain their interest with content they’ll want to engage with while they are there. The result is an opportunity to bring new traffic into a customer journey or even existing customers into a community around your business.
Content Marketing Antrim: Reacting with Your Business
Since your overall marketing, and your digital marketing specifically, forms the structure of your online world, content can be easily adapted within this to react to change. New competitors opening? Planning to offer new products? Spotted a gap in the market in Antrim or beyond?
The use of the right content can drive people to your business online – we generally recommend a landing page (a type of high-performing single page version of your website) with customised content designed to help your potential customers convert. So, this partnership – designed around local knowledge and tailored outcomes – combined with the power of content marketing to help customers get involved with and react to your brand, creates a new level of digital marketing that will keep you ahead of the competition.
Content Marketing Antrim: Same Challenges
A local agency will be facing the same challenges you face in your daily business life as an Antrim business. This means a content partner who’ll understand your company. Instead of explaining the challenges, and opportunities, of business in Northern Ireland to a company outside, working locally creates an immediate understanding of your environment.
Content Marketing Antrim: Same Audience
A local agency will know your customers well because their team could well be among your customers. We often work for businesses we know well from our own lives. In fact, members of our team live locally to your business in Antrim. And we’re a County Antrim business too. We want to help you grow because we want local business to grow with us!
Content Marketing Antrim: Same Service
Customers in Northern Ireland expect personal service from local companies, not call centres and generic support. We believe in the same standards too. Need help? Just ask! We operate a ‘just call’ (or email) approach to helping our valued clients. You’ll always stay from and centre. Always.
Content Marketing Antrim: Same Focus
We’re all Northern Ireland businesses, and we all have the same bottom line. A local agency will believe, like you, in genuine Return on Investment. How many local companies could afford to make an investment without a clear view of the return? ProfileTree helps with proven methods we’ve developed in our own business FIRST. All the digital and content marketing tactics we employ for our clients are already tested and tried. We test all the tactics on our own internal brands: Connolly Cove, Learning Mole, Amazing Food and Drink, Amazing Cars and Drives.
Content Marketing Antrim: How Much Does Content Marketing Cost
Working with so many different businesses over the years taught us to work with different budgets and requirements. We have created multiple packages for each of digital marketing services. Of course, every content marketing project has its own requirements but generally, we use your requirements and budget to come up with a suitable content marketing solution. And we hardly ever give our clients one solution – we usually give them multiple to choose from. In other words, you set the requirements, we tailor a package within the limits of your spending. Our content marketing packages start at £450 for one month’s content.
Content Marketing Antrim: Ready to Book a Free Content Marketing Audit?
A content marketing audit is where one of our expert team members go through your digital marketing channels such as social media pages, website, or email marketing and analyse the content to give you a brief report of your brand’s digital well-being and how you can utilise content marketing to your advantage. Fill the form and send us your questions, we will be happy to answer all of them. Please let us know if your business is registered in Antrim, County Antrim. Alternatively, you can book a chat with one of our team members to audit your content for free and find out how we can help you establish a strong content marketing strategy in Antrim, County Antrim, Northern Ireland.
More services: Digital Marketing Antrim, Social Media Marketing Antrim, Web Design Antrim, Digital Training Antrim, SEO Antrim