Using digital content to keep your business front of mind

by Andrew Storrier August 17, 2015

What does love have to do with marketing? Everything, these days, and technology is making it even easier for your clients to love your marketing.

Advertising is dead – at least that’s the opinion of Kevin Roberts, executive chairman at Saatchi & Saatchi – and the connection, or in Roberts’s words ‘love’, between the customers and the company is becoming paramount. You can’t just throw money at the heart of a consumer and expect them to love you back. However, you can talk to them, nurture them and love them with content. And technology has made it all rather simple.

Assessing your needs

The amount of business technology out there is as wide and deep as the ocean. Knowing your business will be half the battle when deciding which platforms to invest in to promote it.

Start with a thorough analysis of your sales cycle – not just a cursory glance at the numbers but dig-around questions. For example, conduct research to find out why your customers are buying, when they make purchases, what devices they use, what your win rate is, why and when people drop off your website, etc.

Talk to your stakeholders, including staff, clients and vendors. Don’t be afraid to ask them sensitive questions about your business, such as:

  • What do you think we’re doing wrong?
  • How could we improve?
  • What do our competitors do better?

Starting the content march

All this research will give you an excellent understanding of why your clients engage with your business and how you could speak to them in a valuable way.

This is important because content marketing has quickly become one of the most important digital marketing trends of the 21st century, not just for brokers, but for everyone. A Nielsen report revealed that in the past decade the average time spent online tripled, and seven in 10 Australians are active social media users. Your clients’ online habits have changed and you need to be out there making loud noises about your business so they notice you.

Brainstorm your clients’ pain points and map out a content plan that focuses on topics they are interested in and in formats they will easily digest and share – make use of your earlier research. Take stock of your current content assets, including presentations, training manuals, CRM data, employee expertise and surveys, and think about how it can all be repurposed to fit your agenda.

Generate enough topics to talk about for six months to a year. PLAN Australia has developed a hub of content that could be relevant to your client. Visit www.yourloanhub.com.au to find out more.

How does tech make this easier again?

So, now you have a stack of content ideas, it’s time to put together a publishing schedule. Take a look at one of the many publishing management tools such as CoSchedule, which helps you organise content and get it ready for consumption on time. You’ll want to be publishing something at least once a week, because nothing falls off the Google rankings faster than content with cobwebs.

Another thing, new content marketing enhancement tools are popping up all the time, so find some that suit your needs. Check out tools like BuzzSumo (content creation), Yoast (search and website optimisation), Trello (content organisation) or Contently (freelancer platform).

Dial in the artillery

Once you have some content out there, you need to review its success. There is a plethora of analytics tools available online, but you can start with Google Analytics. Your first piece of content sets the benchmark, and from there you want to refine it and enhance everything else you produce. What did people engage with, what did they find interesting – use the insights from this research to reinvigorate your publishing schedule around what’s performing best.

The marketing game has changed; you need to know your business intimately and know why people engage with it. From there you can create content that tells valuable stories and will help grow your target audience. The best part is, technology has made it so simple you can start today.

Want to learn more about how technology can help grow your business? For more information, please contact us.

Andrew Storrier

Andrew Storrier Linked in

Andrew Storrier is a writer with experience across several fields, including business, technology, HR and consumer electronics. He works out of Sydney, and in his free time he practises slam-dunking basketballs.

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