How you can get more business using fresh and useful content

If you are anything like most small business owners then you could probably do with just a little more work – the cream off the top, the icing on the cake sort of thing.

Maybe your website is working well or maybe it’s just tumbleweed blowing across the screen but either way, an excellent method of getting more work from the same asset is to have fresh and up to date content for potential buyers.

So what you really need is a content marketing plan

It’s always good to have a plan

But don’t worry, your content marketing plan doesn’t need to be all singing and all dancing.

What it needs to do is identify the people you want to work with, where they hang out, the questions they are asking and how you are going to answer them

Let’s take an example

Imagine a business that supplies In Car Entertainment systems (ICE).

First question – Who are their ideal customers?

They aren’t selling to young mums I would suggest, or retired people or school kids.

So we know that their content probably needs to be aimed at drivers, probably 17-35 and predominantly men (I know sexist).

And this is the important point here.

I’m not saying that ICEs are ONLY bought by this demographic, but what I am saying is that this is by far the largest market.

So chase it.

Where do they hang out?

I reckon it’s largely pointless getting editorial content into the Guardian.

People that read the Guardian are less likely to be in your target market.

Where do 17-35 year old men hang out?

Youtube, Facebook, maybe Insta

So now you need to get some content up that will speak to them.

Giving something of value

What is likely to get these guys clicking away from Facebook?

Something that they need or something of interest

And so you need to look for people who maybe have been searching for new cars, or who are members of car interest groups.

These are the people who are more likely to want to buy or upgrade their ICE or want more bits for it or who want advice about it.

So you’d look to produce content on ‘the 5 best head units released this year’ or ‘About to fit a new stereo? Don’t make this common mistake’.

Promote the right content in the right place and you’ll get clicks

Get people out of a bind

So far the content suggestions have been for when people are actively searching for something they are going to do but what if they find themselves stuck?

Don’t discount the power of videos as a way to drive sales.

I recently fitted a stereo to my Jaguar (I’m not that rich, it’s a 15-year-old x-type!)

The problem was that none of the fittings were the same so I had to search for how to fit it and what items I needed.

As it was there was no provider who had put on a video and I found some guy in Kentucky who had posted a vid of him doing exactly the same thing.

Now if our imaginary ICE store had posted a video that showed how to do it and then linked to a shop page where I could have bought the DIN converter, ariel converter and trim surround then I am pretty sure I would have bought.

Here’s your homework.

So if you want to make a difference to your business with fresh content then what should you do?

Firstly sit down and write out a pen picture of your ideal customer.

Then find out where they hang out. How you can connect with them. What they are searching for.

Then plan your long-tail keywords to suit.

Once you have your keywords then get your content produced.

Either do it yourself or find an amazingly awesome copywriter or video content producer.

Now, where could you find a copywriter???

Here’s the ad

OK so copywriting is what I do.

It might be blog articles, website content, eBooks or video and advertorial scripts but if it’s words then I am your man.

I can even help you plan out that marketing and work our some suggestions for those pesky long-tail keywords.

You can find out about my services here

Contact me now and let’s see if I can be of help.