Content marketing is a powerful digital marketing tool because it established your brand as the go-to expert on the subject. It gives your name an authority and it builds a long-term relationship with your audience. In a world where the ‘hard sell’ is nearly dead, many small and medium sized local businesses are struggling to adapt to this new marketing approach that is fast, keeps changing and its goals are mostly long term.
We try to make that digital marketing transformation a little bit easier by empowering 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 balance between short- and long-term goals 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 Omagh, County Tyrone, 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 Omagh 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 Omagh: Striking The Balance Between Short- and Long-Term Goals
Content Marketing Omagh: Marketing Then
When you’re approaching your content marketing plan, you need to manage your expectations to avoid being discouraged. Marketing has shifted from rather ‘pushy’ tactics to tactics that initiate creating a relationship with the largest pool of relevant buyers possible. It has also changed from having two marketing campaigns a year that last for a month or two and for most of the year, you’re silent and hoping that those two campaigns are memorable enough for your customers to choose you over the competition. This was the reason why most businesses had a sales peak, during the marketing campaign, that they relied on for the rest of the year. This way to do marketing has completely changed, thanks to content marketing.
That’s why marketers needed to see immediate results reflected on sales to validate the success of their campaigns. Long term marketing tactics were rare, and the big businesses relied heavily on advertising, which small and medium sized businesses couldn’t afford.
Content Marketing Omagh: Marketing Now
Today, marketing is an activity practiced 365 days a year. So, there’s no longer a need for the results to be immediate to validate success. Most of the marketing efforts today are long term investments. Brands are publishing on a daily or a weekly basis, therefore, they need to be strategic about their content marketing. The goal of marketing has changed from immediate sales to building a community around your brand and cultivating effort that would later be translated into real sales.
Sometimes, the platforms themselves are limited by the timeframe it takes the algorithms to understand the changes you’ve applied. For instance, if you’ve build a new website and added new, search engine optimised content to it targeting relevant keywords, it would take Google about three months to fully unravel the changes and that’s when you start seeing traffic coming to your website. So, if you’ve just revamped your website recently, don’t panic if you don’t see immediate results.
Content Marketing Omagh: How to Strike The Balance Between Immediate and Long-Term Results
Does that mean that content marketing has no immediate results? Absolutely not! When paid advertising is paired with content marketing, they become a powerful marketing duo. When an article, a social media post, or even a web page is performing well organically and you decide to assign a budget to promote that piece of content, it becomes more cost effective, and you start seeing immediate results through people enquiring about the service or purchasing the product.
Content marketing can also be paired with limited time promotions and discounts and that’s when it can go viral, indeed. If you’re a retailer, or an ecommerce platform and you create a piece of content – like a short video, an email, or a social media post – announcing a new promotion, a competition, or giving an incentive to engage, it has an immediate impact and sales start to flow.
Furthermore, with TikTok doing really well, especially with B2C brands, challenges and user generated content (UGC) can have an immediate impact on the product’s sales if the product is part of the challenge. UGC is one of the most effective content marketing tools. As a small business, don’t be afraid to incorporate it to see immediate results.
Content Marketing Omagh: 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 some content formats in previous articles:
- Blogging, video content, and podcasting
- Infographics and email marketing
- Social media content, webinars, and presentations
Content Marketing Omagh Type #9: Templates and Checklists
Content Marketing Omagh: Templates and Checklists Explained
Templates and checklists are a big deal. Every day users search Google for the smartest way to do things. As artificial intelligence software platforms become a part of our daily lives, this trend will only grow and will change the user mentality into ‘how to work smart’ and ‘how to save time’. Templates are pre-formatted documents designed to create commonly used document types such as presentations, plans, budget sheets, HR forms, financial reports. Meanwhile, A checklist is a management tool that lists different tasks, activities, and behaviors that need to be followed to achieve a systematic result. Both these tools are used to organise work and are part of the ‘work smart’ approach.
Content Marketing Omagh: Templates and Checklists As Content Marketing Tools
As an expert on the subject matter, creating branded, downloadable templates or checklists that your customers can use again and again is an excellent tool to differentiate your content and make your brand memorable. It shows you are helpful and authoritative. It proves your good intentions that you’re willing to offer something valuable for free and not just here for the sale. But if you can create those templates or checklists, people will see real value in what you offer and once they are ready to move forward, you will be on top of their minds.
They can also be used as lead magnets. While they are for free, you can ask for a customer’s email/phone number and their consent to receive emails or marketing messages from you. This is a great way to build a list of relevant target audience to be used for email marketing campaigns or ad targeting on other platforms. They also serve as a deeper insight into the personas of those who visit your website to understand your audience better.
Content Marketing Omagh: How To Create Those Templates Or Checklists
Depending on the nature of your brand, templates or checklists can take many forms. At first glance, it may seem like those templates and checklists are only good for B2B brands because who would need documents other than employees? But that’s not the case. If you’re a retailer, you can create templates or checklists for shopping items. If you’re in the tourism industry, you can create templates or checklists for packing, bucket list places, to-do lists, etc. The same thing applies for wedding related retailers, furniture, fashion, lifestyle, etc. The ideas are endless and can be applied to nearly any brand.
Content Marketing Omagh Type #10: Tools and Quizzes
Tools and quizzes are also great lead magnets. But they have a different nature. They can be used to help your visitors choose the right products for them, in a fun, engaging way. For example, you can ask them questions about how they intend to use the product, the budget they have in mind, the colours they prefer, or anything that helps them narrow down their choices and you can give them results based on their preferences. That’s a great way to engage with your visitors and take them straight to the sales funnel. It puts your audience in the state of mind of purchasing or signing up for a service.
Other than quizzes, coming up with a tool like a calculator or an analysis tool – some brands have analysis tools for free, budget estimation tools, or even a period calculator for women. Tools are great for attracting traffic, and once again you can get the contact information for your visitors in return.
Content Marketing Omagh Type #11: Whitepapers
Content Marketing Omagh: Whitepapers Explained
White papers are sales and marketing documents used to entice or persuade potential customers to learn more about a particular product, service, technology, or methodology. White papers are commonly designed for B2B marketing purposes between a manufacturer and a wholesaler, or between a wholesaler and a retailer. It can provide an in-depth report or guide about a specific product or topic. The facts presented in white papers are often backed by research and statistics from reliable sources and can include charts, graphs, tables, and other ways of visualizing data. A white paper can communicate an organisation’s philosophy or present research findings related to an industry.
Content Marketing Omagh: Who Are Whitepapers For
Whitepapers are for manufacturers and B2B marketers, particularly if the nature of the product or service is complex. Startups, large corporations, government agencies, charities, or non-profit organisations can use whitepapers to give evidence and showcase their achievements. White papers differ from other marketing materials, such as brochures. Brochures and traditional marketing materials might be flashy and obvious, but a white paper is intended to provide persuasive and factual evidence that solves a problem or challenge.
Content Marketing Omagh: How to Choose the Right Content Marketing Agency
Searching for the right approach to content marketing in Omagh doesn’t need to be a daunting process. We can help local businesses like yours because we built our own, locally based content agency on proven techniques and knowledge FIRST. We’ve also developed expertise in web design, web development, digital strategy, training, social, video and much more. This means we offer a complete service to help your business grow, from drawing up a high-performance content plan to delivering amazing copy and video designed to create valuable conversions (and conversations!).
When we’re asked to help a local company with their content marketing, we often discover the same mistakes – and can advise some recurring fixes – in how content has been approached in the past. These could be summarised with ‘think customer journey’ and ‘create a community’, but let’s take a closer look at some essentials!
Content Marketing Omagh: Start Selling Again
Sounds simple? But by selling we mean the actual act of following a sales process with the customer. Often businesses have someone with knowledge of the sales process but will rush through this when it comes to their online presence. We help companies to reconnect with selling their product or service online by helping them to remember the real sales process as opposed to rushing to a ‘buy this now’.
Content Marketing Omagh: The Evolution of a Sale
How does the customer want to convert? Companies have contacted us because they are frustrated that customers aren’t converting the way they’re ‘supposed’ to. However, how does the customer want to convert? Are you trying to make an older customer who prefers to phone use a web-form instead? Are you making someone who isn’t ready to buy YET face a yes or no dead-end question? ProfileTree applies results-driven content strategy to make sure customers also have a route to behaving in a way to suit their customer journey.
Content Marketing Omagh: Don’t Close the Door
Let’s remember that conversion doesn’t always equal ‘sale’. For those customers who aren’t ready to buy, also thinking of conversions as – say – email newsletter subscriptions or event invites taken up or enquiries made can help businesses to work on their bigger picture. The good news? This approach can also be used to retain previous customers to stay involved with your business and even promote your company to others. A sense of community around your business is an extremely worthwhile goal, and one your competitors may not be attempting. It is an achievement to form a group of people who’ll buy when they are ready and recommend to other that they do the same.
Content Marketing Omagh: The ‘BUY IT NOW’ Is Out
People don’t want a hard sell in the real world when they voluntarily walk into a shop. This applies even more to the online world, where they’ll often be on their phone or device in a social space. Aim higher to drive a better response. Your customers deserve a smarter approach to meeting their needs, in their own time. ProfileTree helps with engagement-driven customer journeys built around your business goals.
Content Marketing Omagh: The ‘ALL ABOUT ME’ Is Out
Helping people understand what your company stands for means doing more than just showing people your new team member or charity cheque presentation. Help your customers to discover your values for a better, lasting connection. We bring years of experience to the art of creating content your potential, and existing buyers, will want to return to…and share. Ask us for example of proven success delivered for businesses like yours.
Content Marketing Omagh: THE ‘NOTHING NEW’ Is a No Go
If your social pages, blogs, and emails look identical to what customers will see from your competitors, why should they subscribe or click or share? Give people a reason to engage by being original and useful.
Tip: There’s only so much about your business an audience will want to know. Instead think about the company’s values, favourite causes, local issues, the fun side of your business and more. Let your audience go behind the scenes.
Content Marketing Omagh: THE ‘DEAD END’ Is Out
What happens after a potential, or current, customer reads your content? What are their options for staying in contact with your business? Giving one or more ‘call to action’ options will keep your audience on a journey to purchasing instead. How? ProfileTree can demonstrate how to create smarter customers journeys allowing potential buyers to respond in the right way for their needs and in their own time too.
Content Marketing Omagh: 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 Omagh: 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 Omagh, County Tyrone. 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 Omagh, County Tyrone, Northern Ireland.
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