Mobile App Optimisation

Content Marketing Tips in Web & App Development

4th February 2013

Today we’re looking at content marketing and examining why it has become such an essential function in 2013. If you’re running a business with a website and not operating a regular, SEO considered content plan, then your website is not working hard enough. In fact, it’s not really working at all. Creating frequent, timely and relevant content is fantastic for search engine optimisation (2013) and should become part of everyday business discipline. Content marketing is a long game. You won’t get the same instant results you see with PPC (pay-per-click) marketing but you’ll appreciate the benefits in the long run.

If you’re running a business and trying to generate leads, content marketing will play an essential role in your digital strategy. The fundamental purpose of your business app or website will be to generate leads, or awareness and content production will play a crucial role in your future success. The more you can create engaging content that delights prospective site visitors, the more chance you’ll have of eventually converting them into paying customers. Getting it right takes time, it’s a case of experimenting with content, assessing what sticks with readers, analysing the data and optimising and refining your approach over time. It’s much like web or app development itself, you need to reach first base by doing something and test and refine your approach over time using real world user feedback and data to guide your decision making. Optimisation is key.

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage an audience. Basically, content marketing is the art of communicating with your customers and prospects without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. This can come in the form of a news story, blog, video, webinar or anything that enhances engagement between you and your potential customers.

Organic content marketing is the discipline of regularly creating and publishing content to engage an identified audience and increase the performance of your site across the search engines. This is what marketers describe as ‘top of the funnel’ marketing as well written content should offer an excellent source of business development and lead generation. Over time you should adapt the design of your blog landing pages to focus upon converting visitors through your contact form. You can try split testing different designs to establish what works best for your readers.

When compiling your content marketing plan it’s important to profile customer segments that you’re after and to map the customer journey from awareness to purchase. You should develop a list of all of your target keywords in the search engine. So if you’re looking to generate leads for customers searching for ‘app developers london’, you should make sure your keywords and content are consistent with the search behaviour of your target customers. Remember this is about providing value for your customer, even if it does not lead immediately to a direct sale. This is a long game and it takes time and dedication to yield results.

So you’ve decided a content plan is cost effective way of marketing your business through the search engines. But what should you write about? The aim of your content marketing programme is to create a tribe. Your goal is to develop a tribe of people with similar characteristics and values and to appeal to them directly through your content. You need to work out your strengths and become a thought leader in that particular topic space. You must understand the needs of your customers and develop content specific to these requirements. Who are your customers and who are they influenced by? You must answer these questions and design content accordingly.

One of the biggest mistakes in content marketing is lack of frequency. It’s not good enough to write a blog in January and another one in September. You should have a structured spreadsheet or plan that outlines exactly what you’re talking about in advance. In fact, you should actually try and backlog your content so you always have 4 weeks in the tank, ready to roll at the push of a button. Of course you must be topical and timely so don’t be afraid to adapt or alter your content closer to the time if something newsworthy takes priority. Be flexible and the results will happen for you over time.

The biggest challenge however is frequency. In order to publish your content on a regular basis you need to have confidence that what you’re doing is good. You must focus on shipping content, even if you are not happy it’s perfect. Make mistakes, mess things up and you’ll discover what works for your readers and the search engines over time. If you’re interested in mobile app or web marketing services, you’ve come to the right place, contact Waracle today for more information.

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