What is content marketing?
Content marketing is not only blog posts. It covers every type of content your business creates to attract and retain customers: videos, FAQs, webinars, articles, ebooks and blog posts. It supports SEO, but SEO is only one part of it.
How does content marketing help a small business?
Content builds brand awareness, trust and loyalty. Well-researched, useful content shows your business as reliable. With a strategy you can:
- Reach people who avoid ads. Content can reach potential customers who use ad blockers or ignore traditional advertising.
- Keep costs down. There are no media placement fees, and most work can be done in-house.
- Boost traffic and conversions. Quality content draws people to your site, where you can invite them to register or buy.
- Support other tactics. Content feeds social media, search engine optimisation and public relations.
What is content scoring?
Content scoring is a way to rate the quality and likely success of the content you produce. It helps you manage your strategy more accurately, especially if decisions have been based on guesses.
How do you score your content?
- Know your audience. Understand who you are targeting and what interests them.
- Define a team. Decide who is responsible for content scoring.
- Set the criteria. Define metrics for each format. For a blog post, that could be average time on page or scroll percentage. For video, total views. For an ebook, total downloads.
- Analyse and act. Use the reports to find improvements. A score that is not used for learning has no value.
Tools that can supply these metrics include Google Analytics, Google Search Console, SEMrush and Ahrefs.
How do you build a content marketing strategy?
Small businesses should focus on three things:
- Creating high-quality, relevant content
- Using different content forms and channels
- Monitoring and analysing content performance
Planning a strategy takes a team effort, from writer and editor to publisher. Tussle Digital can help with content marketing. Contact us to talk it through.
What should you remember?
- Tell compelling stories.
- Be fair and open.
- Personalise where possible.
- Put quality ahead of quantity.
- Use visual content.
Questions we get asked
What is content marketing?
Content marketing is every type of content your business creates to attract and retain customers. That includes videos, FAQs, webinars, articles, ebooks and blog posts. It is not only about writing blog posts, and it supports other tactics such as SEO, social media and public relations.
How does content marketing help small businesses?
It builds brand awareness, trust and loyalty, and it can reach people who avoid ads. There are no media placement fees and most work can be done in-house, so costs stay low. Quality content also draws traffic to your site, where you can invite visitors to register or buy.
What is content scoring?
Content scoring is a way to rate the quality and likely success of the content you produce. You define metrics for each format, such as time on page for a blog post, views for a video or downloads for an ebook, then use the results to improve.
