Content marketing is a multi-purpose tactic to incorporate in your digital marketing strategy. You can use content marketing at every step of the customer journey. Through content marketing, you can create brand awareness, interact with your audience and build a relationship with them, educate them about your service to encourage them to make a purchase, and even retain them as loyal customers and brand advocates. Many local businesses in Bangor struggle to begin with content marketing, especially if they’re beginning on their own.
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 how to set a content marketing plan and how to choose the right content marketing agency for your business if you choose to outsource your content marketing.
Are You Looking for ‘Content Marketing Bangor’?
ProfileTree – Expert Content Marketers and Video Producers with a Local Flavour Serving Businesses in Bangor, County Down, 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 Bangor 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 Bangor: How to Set Up a Content Marketing Plan
Setting up your content strategy shouldn’t be that intimidating. Whether you decide to set up your own content strategy, or have an agency set it up for you, it’s important to know how a content strategy is set up.
Content Marketing Bangor Step #1: Write Down Your Goals
While it’s not easy to set up goals when you still haven’t tested the waters. However, these goals will guide you back home if you ever stray. Don’t worry, you can always get back to these goals to add or omit from them. When you’re just starting out, try to be as specific as possible with the goals you’re setting and tie your content goals with your business goals. The more specific you are, the better. For example, your business goal could be something like 10 sales for Product A or getting 10 new signups for the newsletter. Meanwhile, your content goal is to increase traffic to a specific Service Page or increase the number of backlinks to your website.
You know how they say a goal without a plan is just a dream? Well, more importantly, a goal without a timeframe is just not measurable. That’s why you need to tie both your content and business goals to a timeframe. You’re targeting ten new subscribers per month or you’re aiming for a five percent increase of sales by the end of the quarter.
Content Marketing Bangor Step #2: Select Your Audience
You will find this step in every marketing guide that ever existed, yet still, so many businesses find it quite challenging to select their audience. What we often hear from our clients is ‘Our services suit everybody’ or ‘We’re targeting people between the age of eighteen to thirty five’. Matter of fact, to have a successful content marketing plan, this can’t be the way to select your audience.
You need to be more specific with who you’re helping and what they need help with. For example, as a digital marketing agency, our main target audience is small and medium sized business owners across Northern Ireland. The service we want to promote is say, digital training. Then, when we create content, we will know that that what our target audience – business owners – need help with is training new hires, upskilling their existing staff or need overall guidance with their digital transformation. We’d craft a persona for those business owners, the size of their business, the challenges they face, the budget they could assign to training, etc. Without specifying, our content will be too generic and wouldn’t add value.
Content Marketing Bangor Step #3: Write Down The Topics You’ll Cover
If you’re starting from scratch, then our advice is to narrow down the topics according to the highest priority. It’s tempting to want to write everything all at once. However, that’s not the way that content marketing works – that neither serves your SEO nor build real authority on the topic with your audience. Additionally, narrowing down the topics will help you focus your research and effort on one thing. Once you master that, you can add more topics to your content marketing tree.
So, to follow on the same example of digital training, the best route would be to tackle only one aspect of digital training. Let’s assume it’s social media marketing training, we will create a list of articles that tackle every aspect of social media training and once we’ve grew an audience and people refer to us as the expert on this specific topic. We can then start creating content on video marketing training, content marketing training, and so on.
Content Marketing Bangor Step #4: Select The Content Format and Publishing Frequency
Whether social media posts, podcasts, blogs, or video, it’s all content. Once again, don’t get dragged with too many content formats if you’re just starting. Start with one or two content formats and experiment with them. Most of what you learn about content marketing will be through trial and error to see what works or doesn’t work for your audience. You should aim to come up with a general direction of how, where, and when you want to publish over the next year or so.
The publishing frequency is also an important pillar to build your content plan upon. Many businesses just overestimate the amount of content they can create in the heat of setting up their content plan. It’s important to be realistic with the publishing frequency based on the content format you choose. For instance, if you’re going for video content, then set up a reasonable goal based on how long it takes to produce a video. It takes much more time and effort to produce one video than to create a social media post.
A general rule of thumb is to have between eight to twelve social media posts per month. If you’re getting started with email marketing, then one email per month is a good place to start. You can later make that a weekly email. For blogs, podcasts, and video content, it’s good to stick to two videos or articles per month. If you achieve that, you can aim for publishing more frequently. If you publish in multiple formats, then consider saving time by repurposing your content.
Content Marketing Bangor Step #5: Pick Your Promotional Channels
Remember that without an audience, your content isn’t worth anything. You need a plan to get people in the door. Don’t assume that when you click that ‘Publish’ button, you’ll have thousands of viewers. Promoting and distributing your content takes work – perhaps even more work than creating the content. The first thing you need here will be patience. The next thing you’ll need is to engage your own employees, friends, or anyone who is willing to share your content or talk about it. Those are your first brand advocates, and you need to make them a part of your content distribution plan.
Sharing your content on relevant social platforms is super important. It gives you exposure and helps you reach out to untapped audiences. The second channel could be email marketing. If you’ve created a video, a blog, a podcast, or even an infographic, you should send out an email and invite people to check it and give you feedback. Last but surely not least, optimising your content for SEO is the most effective way of putting this content out there.
Of course, Google reigns supreme over other search engines. However, don’t think that podcast platforms, social platforms or video platforms like YouTube don’t have their own SEO. In fact, YouTube is the second largest search engine in the world, so even if you’re making videos, SEO is still relevant, and you must optimise your content for it.
Content Marketing Bangor Step #6: Assign a Promotion Budget
We get it – not every business can afford running paid ads or sponsoring their posts on social media. However, we can’t stress on the importance of it. Many social media platforms algorithms, such as Facebook, have nearly killed organic content for businesses. They did that because they realised that most users care more about seeing content shared by their friends. And surely, Facebook wants to get as much profit as possible from businesses using their platform. That’s why paid advertising is the way to go on these platforms. Even if it’s a small budget, if done right, it should be enough to grow your audience slowly but steadily.
For Google, LinkedIn, and other platforms, running paid campaigns has a lot of benefits and potential for your business. But we would recommend that you make sure that everything else is on point before you run those campaigns. That will make them cost effective as well as efficient. If you plan to run a campaign on Google, your website needs to be performing well when it comes to design, user experience, on-page SEO, and technical aspects such as loading speed and clean code. Before you start promoting your website on Google, you need to optimise your website first – as it will cost you much more to advertise for a poor performing website.
Content Marketing Bangor Step #7: Establish KPIs
It’s much easier to establish KPIs when you’re outsourcing content marketing to a third party or an agency. However, if it’s you doing your own content marketing, it’s hard to establish KPIs and commit to them. But KPIs are important because that’s the only way to measure your success. If you’ve no clue what to expect, then establish your KPIs after one month of executing your content marketing plan. You can revisit your KPIs again after the first quarter and re-assign your KPIs as you go.
Some KPIs are good to know – while others are deal breakers. For example, the number of followers you have on social media account can sometimes be deceiving. If you have a large number of followers who are neither engaging with your content nor interacting with your business, then you are targeting the wrong followers. The same thing applies to the amount of traffic on your website.
ProfileTree’s brand strategists often ask, ‘what’s the engagement rate?’ Now, that’s one of the most important metrics on your social media accounts. That’s the equivalent of new signups for your website, or the click through rates for your email marketing or paid ads. It’s only when visitors take a positive action that you know you’re going in the right direction.
Even if there is no sale yet, people take their time to make a purchase, that’s totally fine if you don’t make the sale straight away. But are they responsive to your content marketing? If yes, then the sale will come eventually. But if they’re not, then you need to evaluate your audience, your content and do some A/B tests to find out if something works better than another.
Content Marketing Bangor: How to Choose the Right Content Marketing Agency
Been searching for the right approach to content marketing in Bangor? We know choosing the best path for your business can be daunting. That’s because content marketing advice is everywhere, but tailored answers for your specific business are harder to find. After all, a generic approach to content won’t drive the results you need. We’re proud to offer a complete service – from strategy to delivery – for our clients based on years of tested and proven techniques. We’ll even show you amazing results from past projects!
Content Marketing Bangor: Content Marketing As A Sales Process
The good news about approaching content marketing as a sales process? You already know how. Simply think of the way you’d want your products or services to be sold in ‘real life’, such as during a face-to-face meeting with a customer or in a physical shop in Bangor or elsewhere. You’d be upset if a sales colleague jumped straight to a hard sell? Well, content marketing works in the same way – in common with the reason why a salesperson gives – for example – a test drive in a car for a reason. Through a solid understanding of customer journey content marketing helps a potential customer through stages like ‘awareness’, ‘interest’ and ‘consideration’ when it comes to your business.
Let’s take a closer look.
Content Marketing Bangor Stage 1: Awareness
A person searching for, say, a shoe shop in Bangor could discover your article explaining an essential new product, or latest fashion news or amazing fashion advice. By providing useful content, the person can be drawn closer to your business – and away from competitors – through a website visit thanks to offering the right content in your Google search result against the keywords they used.
Content Marketing Bangor Stage 2: Discovery
Your potential buyer’s interest in your business can be maintained using great content they’ll want to engage with. They’ll be more receptive to, without a hard sell, discovering your products. Not just this, but their positive association with your business and useful content creates fertile ground for the next step.
Content Marketing Bangor Stage 3: Consideration
Exposure to the right website, social media, email content and more while retaining the potential buyer within the ‘loop’ gives time for the ‘consideration’ stage to occur and keeps your brand on top of the mind when the person is ready to buy. There are further stages in the customer journey including, of course, ‘purchase’. But some more good news about content marketing? It’s perfect for the ‘retention’ and ‘advocacy’ stages of customer journey as you can keep talking to your loyal customers and encouraging them to share their experience with others through great content. So, content marketing can be a way to attract, engage, retain, and win recommendations from your potential and existing customers. What’s not to like!
Content Marketing Bangor: Content Marketing As A Conversation Starter
Creating conversations, rather than pushing a ‘hard sell’, keeps potential buyers engaged with your business for longer and supports a more effective customer journey by keeping in touch until someone is ready to buy. Think about how a great sales process in a physical shop works: why settle for less online? Ask us how we build customer journeys online.
Content Marketing Bangor: Customised Content For The Target Buyers
Great content can be customised to a huge degree, including in the right way to draw niche customers into your business online. Talk to the audience about the things they love, and they’ll love you for it! ProfileTree specialises in strategy built around the right audience segments and finding the right methods to engage these potential buyers in your brand.
Content Marketing Bangor: Engage
What’s a conversation without conversion? And that doesn’t mean a sale. A product enquiry or an email subscription can open a dialogue leading towards an actual purchase when the person is ready. This can be much easier to do ‘in person’ than online without the right tools and the right foundations. We’ll show you what works and why.
Content Marketing Bangor: Keep Ahead
Adapt to new technology and new platforms online as well as new interests among your audience to leave the competition in your wake. Not sure how? ProfileTree will design a content strategy build on the latest expertise. Our strategies keep one eye on changes around the corner to help you profit from new developments, not just simply react as change happens.
Content Marketing Bangor: 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 Bangor: 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 Bangor, County Down. 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 Bangor, County Down, Northern Ireland.
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