Content marketing is the fuel that moves your digital channels forward. Without it, everything becomes stagnant. It acts as a way to raise awareness about your brand, attract traffic, keep the conversation going to increase the chances of conversion, nurture your existing customers to stay loyal to you, and much more. For that reason, it’s a vital element of everything you do. No matter which channel you’re using to promote your business, strong communication and a solid content marketing strategy is essential to the growth of your business.
we understand it could be intimidating to many local companies to embark on their content marketing journey. 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 share some of the secret ingredients that our content creation team uses to create excelling content.
Are You Looking for ‘Content Marketing Lisburn’?
ProfileTree – Expert Content Marketers and Video Producers with a Local Flavour Serving Businesses in Lisburn, 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 Lisburn means making sure your new partnership is built on proven methods. Our multi-talented content creators can deliver on all aspects of content marketing from blogs to social media content to video production and webinars.
Content Marketing Lisburn: The Good, The Bad, and The Ugly Content
A common question we hear from our clients is how to rate content? We all know good content when we see it. But is there a method to identify if this content will sell? When answering that question we always say that the nature of content is dual. From one perspective content is a creative product, therefore, every viewer and reader will see it differently. From another perspective, there’s a science behind content creation for businesses, because at the end of the day, this content must sell. So, it’s not just created for the sake of expression and art – it is a creative work made for commercial purposes.
That’s why, when judging content, here are some questions you need to ask instead:
- Is this content created with a specific goal in mind?
- Can you recognise the brand’s tone of voice and approach?
- Does this content solve a problem? Does it offer help to someone?
- Do the audience see real value in that content? Would they subscribe to read it even for free?
- Do the audience watch it or read it till the end?
- Does it drive any action from the reader/viewer?
- How does this content direct the audience towards the business objectives?
- Do you see real Return On Investment from that content?
- How long do people stay on that page?
These are important questions to consider when evaluating content. Although nobody can say that this piece or that content will go viral and attract millions, however, you must always ensure that your content is created with a direction and a purpose in mind.
Content Marketing Lisburn: Tips to Create Excelling Content
Content Marketing Lisburn Tip #1: Focus On Your Audience
This piece of advice is always thrown around. But how to really apply it when you’re creating content? Remember that you are not writing for made up user personas or to please Google’s algorithm – even though you want to do so. You want the content you write to be found by people who are looking for answers to their questions or solutions to their problems. One way to write content that focuses on your audience is to use keyword research. Say, you’re selling shoes, you may be tempted to write about the latest sports shoes technology for runners, meanwhile, your audience may be searching for ways to maintain their running shoes for as long as possible.
Although you’re writing ‘relevant’ topic in terms of the product and target keywords, however, you’re not solving a real problem your audience is facing. Focus on what matters to your audience and build content around it.
Content Marketing Lisburn Tip #2: Fact Check
Fact checking is essential if you want your audience to trust you. You want to build authority on a topic, then you can’t give out false news or inaccurate insights. Mistakes can easily happen when you’re writing about new topics – or writing fast to capitalise on trending events. The Internet is also a place full of rumors and it’s sometimes challenging to differentiate fact from myth. Therefore, to write better content, you must establish your content standard as unbiased and factually accurate. That’s how your audience will rely on you to help them and look to you for thought leadership.
Content Marketing Lisburn Tip #3: Add Your Own Research Findings
It’s always good to cite credible and reputable sources. However, creating original content is one of the best ways to add value and richness to your content. Original content shareable and it truly differentiates your content and makes you stand out as a thought leader. A brand that goes the extra mile to do research and share those findings with the industry. It’s not as hard as many people make it sound. Through surveys, desk research, focus groups, or even insights from your own customers, you can observe trends and interesting findings to share it with your audience.
Content Marketing Lisburn Tip #4: Use Examples and Visuals to Explain Your Point
The length of your content matters. But it’s not about the number of words, as much as it’s about how elaborate and detailed you are so that you benefit the readers. That’s why examples give you the room to draw comparisons or to make complex information easier to digest. Even better than examples, use visuals to clarify and describe things better. Generally speaking, content is getting more visual by the second. Your audience are probably more comfortable watching videos or going over an infographic. Therefore, showing people a picture or a graph of the data or process can be a lot more effective than writing everything out.
The best content you will write is the content that strikes a balance between text and visuals in a way that makes both formats serve delivery and add value to the content.
Content Marketing Lisburn Tip #5: Use Simple and Engaging Language
Many content creators are stuck within ‘professional language’. They use complex wordings and a lame tone of voice that makes the audience fall asleep reading. The content you create is not an academic paper you’re submitting to school. Our advice is to write the same way you speak. Professional language is just respectful language and that’s all you need. You don’t need to use jargon or use a lame tone of voice to sound professional. On the contrary, the more natural, clear, and conversational you are, the better.
When it comes to engaging, as a content creator, you need to be clear about what you want from your audience. Give them a strong and engaging Call To Action (CTA). This doesn’t only help you convert, but it encourages your audience to become interactive. Try to get creative with your CTA, like instead of the usual ‘Subscribe to Our Newsletter’, you can use ‘If you’ve enjoyed this piece, we can send you only ONE article a month about relevant content – no spam guaranteed’.
Content Marketing Lisburn Tip #6: Use an Editing Tool
Editors help you become a better writer. They’re great for proofreading, especially if you’re a one-man-show and nobody will proofread what you write. An editing tool should help you pick up minor errors like missing commas, typos, etc. However, many of today’s tools like Grammarly, for example, will highlight what kind of tone they get from your article and suggest alternative phrasing, order of points, and help identify what is missing. Of course, later down the road, you can always hire a freelance editor that will also work with you on more complex writing aspects like the storyline and crafting a recognised writing tone.
Content Marketing Lisburn Tip #7: Use Strong Headlines
Don’t underestimate the power of headlines. It’s the first thing your audience will see. It matters to both search engines algorithms and your audience. It’s tricky to use headlines that engage – without misleading. There’re tons of content out that would tell you to use a list of titles that will work every time. You can try them and see how they work for you. But the rules stay the same: use power words like ‘free’, ‘you’, ‘instantly, ‘new’, etc. Use positive or negative adjectives to intrigue your audience depending on the context. Finally, create curiosity by asking questions, clarifying the value of this topic, or by making your statement incomplete so that they’re curious to see what happens next.
Content Marketing Lisburn Tip #8: SEO Is Your Ultimate Weapon
You can’t create good content on the Internet without optimising it for SEO. Paying attention to targeting the right keywords and writing original and in depth content gives a boost to your SEO and builds the authority of your page or website. In addition, the formatting and presentation of your content through visuals and media plays a big role in improving your SEO.
Content Marketing Lisburn Tip #9: Update Your Content
Don’t create content and throw it behind your back like it never existed. Always have a plan to come back to that content later and update it. Google sees that this fresh and updated content not something that was written years ago and probably the information in it is outdated, which benefits your SEO. Some websites already have a huge library of content but they’re not making the most of it because it’s outdated content that fails to attract traffic. Keep your content alive by refreshing it every year at least.
Content Marketing Lisburn Tip #10: Use Video Content
One can’t stress on how video plays a role in boosting your SEO. It also increases the time that people spend on your page. It keeps your visitors engaged, entertained, and inspired. It’s suitable for many topics and it gives a better illustration that anything written. So, embedding video within your content makes your content much better!
Content Marketing Lisburn: ProfileTree’s Content Approach
For content marketing in Lisburn, we love our clients to keep one step ahead of their competitors through a smarter, high-performance online presence. That’s because we take a ‘bigger picture’ view of your online world, across a wide range of digital specialisms, to make sure you’re targeting the right audience in the best possible way and set up for conversions too. How? By using the strategies, knowledge, and methods we’ve developed in-house FIRST over many years and applied to our own internal brands: Connolly Cove, Learning Mole, Amazing Food and Drink, and Amazing Cars and Drives – all built around helping businesses like yours to grow.
At ProfileTree, we’re proud to be content marketing specialists providing tried-and-tested techniques and services for local businesses. We’re often approached by companies who have dabbled with content marketing in the past. We love showing these businesses how a professional content marketing strategy can take this experience to new and much more effective levels. How? By using your business strategy to go deeper in finding out how content marketing can make a real difference.
Content Marketing Lisburn: Content That Adapts
The structure, plans and channels involved in your digital marketing strategy may well be drawn up months in advance. But content marketing is highly-adaptable, offering a way to talk with your audience in – say – a new target market. Want to create a community around a new product? Social content, blogs, emails, and much more can be used to start conversations and built interest and visibility. Then, customers journey for members of the community and new traffic brought into awareness of the product can be created.
Content Marketing Lisburn: Content That Builds a Community
That’s because useful content can help, for example, to attract traffic searching for the right keywords to site content they’ll want to engage with and share and respond to by converting to find out more. Pulling this together in the right way means forming a community for your audience; meaning they are already part of it when they are ready to buy.
Content Marketing Lisburn: Content That Follows a Business Strategy
Looking at content marketing by first considering your business and marketing strategies will mean your content goals are genuinely important for your business. It’ll help avoid being distracted by tangent ideas or ‘vanity metrics’ (statistics such as ‘reach’ which doesn’t provide enough context, such as conversions). It’ll also help keep your audience, markets, and segments in clear sight when content is being created and can be tied to measurable goals. This ‘top-down’ approach brings content marketing into the heart of your business, into the heart of your sales activity and in line with your plans for your business.
The ultimate goal is an overall audience who’ll, instead of seeing generic social posts and constant sales offers, have a chance to enter a customer journey with your business and even advocate for your products or services to others. All in all, a community of people built, using useful and engaging content, around your business goals.
Content Marketing Lisburn: Content For Attention
What looks better to someone searching for your services: a reminder you exist, or some useful advice they’ll want to read? The latter helps produce a click to your site and automatically achieves the former. Content goes beyond advertising your existence online to creating real responses and real engagement from your future buyers.
Content Marketing Lisburn: Content For Conversations
A ‘read and forget’ blog or social post means the potential customer has moved on to other things on their phone or device. However, starting a conversation with a target audience member means more time to spend with your brand and a higher chance to start a customer journey. The art of content marketing is, ultimately, conversions through conversations. We’ll show you local examples of businesses like yours succeeding with our help.
Content Marketing Lisburn: Content For Quality Traffic
The right piece of content on your website shouldn’t just attract ‘traffic’ for your website. It must also be relevant traffic that comes from users who searched for the keywords indicating interest in your product. In other words, you need the right searchers delivered to your ‘door’ and onto your site. Too often, businesses rank for the right keywords but don’t have the right content to attract the audience. A specialist, end-to-end approach by ProfileTree is designed for quality of traffic over quantity.
Content Marketing Lisburn: Content For Results
By concentrating on a useful goal, such as enquiries or email subscriptions, content can be tailored to produce the outcomes you need. While digital marketing provides a structure, content can drive and convert traffic. Ultimately, a sense of community around your brand creates a group of customers who’ll also bring more people to your business. Content marketing helps achieve this result.
Content Marketing Lisburn: 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 Lisburn: 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 Lisburn, 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 Lisburn, County Antrim, Northern Ireland.