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.

Why content & SEO Marketing with Intent will convert your leads

Why content & SEO Marketing with Intent will convert your leads

The power of marketing with intent  (content + SEO) 

There’s a great quote from Paul Wright of Iotec saying “Good intent marketing provides the mechanism to ensure a message reaches the widest number of individuals for whom it will most likely resonate”.  Marketers are coming up with different types of content to grab their clients’ audiences attention.  Brands and professionals want added value, problem solving and research with intent….content marketing has become the secret advantage in a successful marketing strategy.  By using content and SEO as a marketing collaborative, engagement and conversions are harmonious.

 “User intent is the goal someone has in mind when typing a query into Google.”

Neil Patel, New York Times best selling author

Here are a few of my top tips for intent marketing campaigns:

Research  If you want to reach potential clients/customers – then well researched content is so important.  You could be writing a new website, or sending newsletters out, or writing blogs or using social media – each will require their own research and key words.  Websites will require good SEO content written into the pages whereas newsletters will need to be punchy with headlines as hooks.  It is the intent behind the researched keyword that measures the competition.

Online search for user intent – this helps identify your audience and therefore your content & SEO.  Here are the 3 types:

  • Transactional  wants to buy something
  • Navigational   seeks for a specific resource
  • Informational  wants information on a subject or seeks answers to their questions

Keywords  There is so much data being shared online every minute of every day – these statistics from one of Domo’s reports shows the enormity of it:

  • 684,478 pieces of content are shared on Facebook
  • 2,000,000 search queries are made on Google
  • 48 hours of video are uploaded to YouTube

Google’s Adwords Fourth Edition, reports that “Google gets searched six billion times every day.  That’s 70,000 search every second.

It can be daunting to know where to start with writing engaging and responsive content to reach people who would most appreciate it. Keywords – that’s your answer.  Are you answering a specific question? Are you helping with a query? Be specific – are you selling a product or service? Drill down more – I, for example, come up on the first page (under recruitment boards!) for Content Marketing and Copywriting in Marlow.   Pickled Ginger key word search

Provide content for, and traffic to, your website  Newsletter content can be re-used as content on your website or blog, generating additional traffic from search engines and social media.  Social media is perfect for either re-tweeting a blog several times or used on LinkedIn as a guide for groups within this medium.

Crafted Content There’s no point harvesting content and spewing it out as the reader will switch off if not targeted for their needs. If you don’t know where to start, perhaps use a testimonial and turn it into a story for a blog and use keywords to engage.  You need to understand your audience’s need so that you can craft specific content – this takes a little time, but I personally really enjoy getting to know my clients and their audiences so that my writing forms a background understanding and subliminal relationship.

Elaine Pasini at Pickled Ginger for all your website & newsletter content, design and social media scheduling.  If you’d like to have an informal and free chat about any of the services Pickled Ginger provides, please don’t hesitate to email or call me 07775 438 538.