There’s no doubt that content marketing has become one of the key focuses for businesses in 2023. While we’ve seen a shift away from paid advertising, Google has been increasing its attention on consumer-led content, introducing a new ‘helpful content’ update in August 2022, aimed entirely at connecting people with better information from their searches.
Good content marketing should create excitement around your brand, and give your audience a clear idea of who you are and the value you provide. For B2B brands especially, content should be focused around informing the reader with valuable insights and demonstrating thought-leadership.
Paying attention to your content marketing strategy in 2023 is a sure-fire way to boost site rankings, build credibility in your market, and ultimately turn visitors into customers.
Here are our top 10 tips on the best ways to build a stand-out content strategy.
We’ve said it before and we’ll say it again - refreshing your existing content is a great way to improve your rankings and get the most out of your work without putting a huge amount of effort in. Pay particular attention to any facts, figures, and stats and update any keywords to ensure they’re still relevant. Reviewing your existing web pages and blogs is a great place to start. Take a look at our recent blog for more information on how to conduct a content review.
When thinking about content marketing, you might only be considering written content such as blogs and articles. However, it’s also worth branching out into other media, such as videos and podcasts to diversify your content and keep your audience interested.
Are you struggling to come up with content ideas, or just want to make sure you’re providing your audience with content that’s relevant to them?? Why not ask your customers directly? Whether you choose to send out email surveys or just post questions and polls on your social media pages, direct contact with your customers is a great way to get a better insight into their needs.
Smart or dynamic website content gives you the ability to customise a visitor’s experience based on their previous interactions with your brand, like receiving and opening emails or visiting other pages. This personalised approach is aimed at giving them a better user experience, making them more likely to convert.
Customers like to do their research before they decide to make a purchase, particularly in the B2B market. Case studies are great to have as part of your content strategy as they not only prove authenticity and increase trust signals with proven customer experience, but also allow the reader to understand the problems your products or services solve and whether or not your company is right for them.
People love a look ‘behind the scenes’ of brands that they admire, so the more you can shout about your staff, the more connection you can build with your customers.. Some companies approach this in an official ‘meet the team’ page on their website, or individual posts on their social pages. You could take this a step further by creating ‘a day in the life of…’ blogs, introductory videos or even a regular podcast with different staff members to give people a better idea of what it’s like to work at your company and the values that you share.
Shareability is crucial for boosting traffic and generating new leads. If you’ve created some content that provides particular insight or value to your audience, you absolutely want them to spread the word! People buy from brands that their friends trust. By optimising your content to be shared via email or social media, you make it easy for your audience to share your content and bring you new potential customers.
As mentioned above, Google has put a huge emphasis on encouraging creators to build content that’s informative and useful for audiences. So, ensuring content is relevant to your customers should be at the top of your priority list whenever creating something new. It’s vital that you have a full understanding of what your audience wants and the types of questions that they’re asking so that you can get ahead of your competitors and drive more traffic to your site.
Influencer marketing has been on the rise for a few years now, and it shows no sign of slowing down in 2023. If your products are being promoted by someone they admire, this increases the likelihood of them purchasing from you. While many people associate influencer marketing with retail and beauty industries, this form of promotion is far more widespread and can be effective in almost every sector, including finance and Fintech.
If you’ve been creating content for a while, you should be able to get a pretty good insight into what’s working by reviewing your analytics. Data should form a large part of your content marketing strategy, and with an uncertain economic climate on the horizon, it’s more important than ever to follow these insights and create content that you know your audience will engage with.