The relationship between Content Marketing and Business Development

The relationship between Content Marketing and Business Development

Why Content Marketing and Business Development complement each other

The word of the day at my networking meeting this morning was “marriage” and from Pickled-Ginger’s point of view, I wanted to talk about the relationship between content marketing and business development, which is rather a heavenly one for lead generation.

“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Joe Pulizzi, Content Marketing Institute

Without content marketing your business development will struggle. WITH content marketing you already have effective business development!

When I tell people I’m a copywriter and marketer, they might imagine it’s storytelling without substance, however my content is more of a strategic marriage between business development and marketing.

Content is Key

Content is Key

One of the quickest ways to reach an audience is through words.  What are you trying to achieve with your businesses (apart from profits)?  It’s either to add value to a client’s business or to solve a problem they might have.

Without a marketing strategy involving content then your business development will be asking for a divorce.

When I write copy for websites, newsletters, blogs and social media – I research effective key words for Google algorithms, together with researching the client’s target audience as well as getting the correct feel for my client’s business – no off the shelf wedding here.

So for those of you who’d like more brand awareness and therefore more leads I suggest you and I get engaged leading to an advantageous business marriage and in 9 months we’ll see healthy, bouncing profits.

Contact Elaine for further information and receive a free content marketing audit.

Want some tips for a successful email marketing campaign?..

Want some tips for a successful email marketing campaign?..

If that’s a YES – then go on, grab a cuppa and take 5 to read our top tips for a successful email marketing campaign aimed at lead generation.

Time.  Never enough is there?  Which is why I’ll keep this brief yet succinct!  Are you reading this from a mobile, desktop or tablet?  The UK is full of multiplatform users which is why content requires adapting to ensure each can be read with the same initial format.

I’ve got some interesting statistics to hand if you’d like to know more about which platform we tend to use at specific times of day and how this can help with your social media marketing.  Email or call me 07775 438 538 if you’d like those details – happy to share.

CONTENT

Many of my clients and friends say they have sleepless nights and endless daytime hours worrying about where to start with content for their email marketing campaign.  Sound familiar? Why not outsource? Getting under the skin of the business, its people and its target audience to ensure the content is relevant (along with competitor and SEO research) is what I offer. It might be the best, stress-free investment you’ve ever made and surprisingly affordable. You don’t know if you don’t enquire….!

What information can you offer the recipient? We want to learn something or hear updates on industry news. We want to be engaged!  Use Google (the most used search engine) to search words to aid your SEO and never plagiarize!

LAYOUT

Ah, back to the question of what device are you reading this on?  Keep it….VERTICAL [icon icon=”angle-down”]

Use a simple web-safe standard FONT (such as Arial, Verdana or Times Roman) and try not to use italics in the body as it’s quite tricky to read on small screens.  You want the recipient to be able to read your email easily to keep them engaged.

Headings – use bold and play with colour. It draws the eye and refreshes the brain.  People who skim-read often miss the message.  It can help when having numbers used in content as a figure – it keeps the brain hooked (e.g. 3 instead of “three”).

Too many images can trigger the “spam” filter.  Don’t use an image that makes no sense without text (and vice-versa) – if someone doesn’t download the image, the text might seem absurd!

CALL TO ACTION

Ensure phone numbers, email address, subscription pages and event bookings etc have easy CALL TO ACTION buttons.  Really helps with lead generation.  This is something we would ensure we add to all your newsletters, blogs or content.  CONTACT ELAINE HERE! ….yep, that’s a Call to Action button.

PROOF READING

It can be tricky to pick up on your own mistakes, so ask another colleague or friend, to proof read the content. If outsourcing your content, proof reading will be part of the package and even if you do your own content, we are always at hand to edit and proof read too. Email for more information.

TEST EMAIL

You don’t want any surprises….or indeed, to find out that your emails don’t work at all.  I often use software such as Mailchimp for my clients.  Affordable, easy to use with beneficial analytics to enable understanding as to who opens what and who unsubscribes etc.  Mailchimp prompts you to send a test email first; this is like your first draft, which you can build upon.

GDPR & UNSUBSCRIBING

The Data Protection Rules were put in place to protect our privacy as the consumer.  There is so much hype surrounding the new rules (General Data Protection Regulations) and businesses are making good money out of training surrounding GDPR;  no bad thing if you require evidencing the dos and don’ts, however I would urge you to look at the ICO’s website for updates and free checklists.  You can access the ICO’s website here.

The main thing to understand for your database and CRM when email marketing is that you have the correct information surrounding CONSENT  e.g. make it easy to unsubscribe to a newsletter, use opt in rather than opt out etc.


 

THANKS FOR READING. Feel free to SHARE and/or EMAIL me if you’d like more information on Content Marketing, Copywriting, CRM or Social Media Campaigns.

Pickled Ginger