The underestimated value of a content marketing plan

Even for the most experienced marketeers and marketing teams, effective content marketing has become a very complex area that requires considerable time and resources. Both of which are often in short supply for start-ups and SMEs.

Marketing professionals in modest size companies will often be running the entire Marcomms show on their own. And these days from their local shared workspace, café or sofa. 

Everything from managing four or five social media platforms, updating the website CMS, overseeing the brand, designing marketing collateral, and delivering the PR function – all while supposedly finding the time to write engaging white papers, press releases and blogs. Sound familiar? 

Capitalise on flexibility and technology

As more and more communication teams are working remotely, smaller but ambitious companies are realising the benefits of hiring marketing and communications freelancers to manage fluctuations in capacity and reduce overheads.  

Having a content marketing strategy that is easily accessible and digestible is therefore a hugely valuable tool and needs to be done right. 

At inflo.Ai, our mission is to help companies define their brand through content while growing their business at the same time. These are just a few of the tips we share with our clients about where to start.

1. Get to know your reader

It’s easy to say we understand our customers, but how often do we invest time in studying customer trends and behaviors as they evolve over time? Especially during a global pandemic.

As the digital world responds to our changing needs, now is the time to consider updating your customer profiles – and is something to consider doing every year. After all, a lot has happened since the start of 2020.

The simplest way to do so is to ask your audience directly. You could put together a short survey as part of an online competition. This allows you to carefully construct questions to get to the heart of your customers’ wants and needs. A very cost-effective way of gaining invaluable customer insight.

2. Make sure your content marketing is SEO-friendly

Keeping up with SEO trends and keywords can be a bit of a chore or an afterthought for overstretched, time-poor marketers. 

The top-ranked keywords you should prioritise throughout your online content, need to be an authentic fit. You know they need to be squeezed in, but they never seem to slot in naturally to the article or headline.     

If you’re finding it difficult to use keywords, there’s a good chance you haven’t picked the right ones.

Google’s algorithms are generally built to reward high-quality content with top rankings – however, it doesn’t necessarily mean that all great articles are highly ranked for keywords.

As keywords change all the time, it’s important to stay up to date with your research.

Our AI-driven technology does all the groundwork of researching keywords, which enables us to deliver a bespoke content strategy for each company and provide them with a platform to deliver on the data. 

The end to end publishing tool also has a built-in SEO scanner which ensures the highest standards are met before a blog post goes live. 

3. Visual appeal matters too

Although we don’t like to admit forming first impressions just on looks, the visual element of content makes a big difference to whether we decide to read on.

Even if you’ve absolutely nailed the written content, our eyes are naturally drawn towards visual elements – and if these are weak, the hours you spend producing original content simply goes to waste.

To help start-ups and entrepreneurs create articles that look as good as they read, inflo.Ai has an integrated image library, with the choice of thousands of free high-res images.

Another key ingredient to a successful content strategy and growing your business.

As partners of WeCoffee, inflo.Ai is currently offering 30 days for free on their platform – including all the keyword research – with the option to cancel at the end. 

To take advantage today, head to the WeCoffee partners page and simply click the link below inflo.Ai

 

Author: Adam Benzecrit – co-founder at inflo.Ai

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