Content marketing, in its truest form, is the art of creating content for your website or social media platforms for marketing purposes; with the goal of advertising a product or service.

The whole point of content marketing is to create awareness, thus by creating awareness, you essentially interest potential clients to purchase your product or service. It’s an essential part of leading individuals to your website, where most of the purchasing takes place.

However, in order to do content marketing right, you need to know the essential do’s and don’ts; avoiding time wasted and long-term damage to your brand.

The DO’s

1. Know why you’re creating content

It’s true what they say: “If you don’t know where you’re going, you will wind up somewhere else.” – Yogi Berra. It’s absolutely essential to create a goal for your content before sitting down to write it. If not, you’ll end up casting your line with the hopes of catching any type of fish when what you really need is a shark.

2. Understand who you’re writing for

Get to know your audience, understand their interests, know why they need your content. Without that information, you could be missing an essential part in content marketing. You may end up writing with the wrong voice and miss your audience completely.

3. Speak to normal, everyday individuals

It’s no use choosing highly intelligent wording only understood by rocket scientists when you’re trying to sell a product/service to your next door neighbour. Speak to your audience on their level, where they can easily understand you and be comfortable interacting with you (which is exactly what you should be interested in achieving)

4. Maximise your creativity

Think outside of the box when it comes to content creation. It doesn’t necessarily have to be in the form of an article. You could create a video or infographic, as long as it’s unique. Remember, in order to catch your audience’s attention, you need to make your content seem interesting enough to read or interact with. If not, what’s the point?

5. Promote your content

One of the most important steps in content marketing is the actual marketing of your content. It’s not enough creating amazing content if you neglect the fact to share it on various social media platforms. This way, you’ll be able to create an audience of followers who enjoy reading/interacting with your content; looking forward to the next time you publish a piece of content heaven.

Read: You Know You Need A Professional Copywriter When…

The DON’TS

1. Rush your title

Your title will be one of the most important “sentences” you’ll create in the entire blog article. Create a catchy, yet SEO-friendly article topic and you’ll enable the chances of more individuals converting from social media platforms to the website (which is the whole point behind content marketing)

2. Forget to engage with your audience

Once you’ve created, blogged, published, and shared your amazing content, it’s important to stay on top of any possible comments or “likes” as those are the individuals who are interested in your content/product/service. Don’t let those interactions go to waste. Take the time to thank them and you’ll end up with a bigger following than you initially thought possible.

3. Neglect your content quantity

It’s important to publish regular content in order to stay relevant, keep possible followers happy and engaged, and show Google that you’re on top of your game. Not only will you be seen as a content marketing influencer, you’ll show possible customers that you’re still very much active online and someone they can count on.

4. Underestimate the power of quality content

Then again, apart from the fact that you need to create regular useful content, it’s also important that your content is of quality. It needs to be original and informative; stuff that people would like to know. Never copy content from another article which has already been published online (it’s known as plagiarism) and can lead to one highly upset Copywriter and a possible lawsuit. Besides, not to mention the website penalties which can be enforced.

Of course, we can’t reveal all of our tricks and knowledge, which is why we have a team of extremely talented Copywriters and Content Developers to create content on your behalf.

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Author

Zenka Hattingh

Content Developer & Marketing Manager