November 16, 2015

Content Creation: The Fuel of All Great Online Marketing Campaigns

content marketingA successful online marketing campaign begins with high-quality content creation.

Content is the message your online marketing strategy delivers to your visitors, leads, customers, and promoters.

Without it, your online marketing strategy would never take flight.

Why Content Creation Matters

High-quality content is much more than occasional blog posts promoting your business. The hallmark of great content is a page or post that answers a person’s basic questions and needs. In this sense, posting educational content that speaks to your prospective customers is key.

Face it: potential clients see right through blog posts or pages that use your business name 17 times while professing that you are the top company in your field. The days of using your site to simply sell yourself are over.

If you are a traffic lawyer, for instance, the content on your site should at a minimum include information about the various traffic tickets a driver might receive in your state along with the penalties and points that come along with them.

Similarly, your content should provide answers to questions like: “How can I avoid points on my driver’s license?” or “What strategies can I use to negotiate a deal with the prosecutor?”

When you create well-written posts that answer questions like these, it establishes your authority in your field while simultaneously giving the viewer exactly what he or she wants. It shows them why your business is best instead of simply saying so.

When you do that, your high-quality content brings you one step closer to turning that reader into an actual client.

What Counts as Content?

Just about any information conveying a particular message that you publish to your site counts as content.

The following is just a short list of items that all count as content and are crucial to successful online marketing:

  • Blog Posts
  • Calls-to-Action
  • E-Books
  • Educational Articles
  • Forms
  • Infographics
  • Landing Pages
  • Research Reports
  • Surveys
  • Videos

Each one of these types of content must be created with a unique purpose.

After all, writing a blog for the sake of simply attracting viewers to the site will rarely lead to more clients or customers.

You need to tailor your content to the people you are trying to attract and give them the answers they are looking for in a way that leads them to choose to hire you or buy your product.

Doing this takes a lot of time, effort, and hard work that involves four phases.

Phases of Content Creation

According to HubSpot, the industry leader in inbound marketing, there are four phases of successful content creation:

  1. Planning
  2. Creating
  3. Distributing
  4. Analyzing

Content Creation Process

When an online marketing company only tells you what kind of content it will create for you but not why it is doing so, that should serve as a red flag to you and your business.

Failing to know why content ought to be created ignores the all-important planning phase of content creation.

Skipping the planning phase could waste valuable resources while bringing no additional traffic to your site.

However, with a thought-out plan that considers who your content is targeting along with what content is most helpful to them at this point in time, you are setting yourself up for success.

Think about it: we all have been lured to websites aggressively trying to sell us something we do not want. Most of the time this happens because companies fail to realize that we are only searching for information right now and are mere visitors of their site, not yet qualified leads.

However, if the site had content that gave us what we wanted, we all would be much more likely to use their services in the future.

Ultimately, planning allows you to provide potential clients and customers with the proper information they want at the right time without ramming a sales pitch down their throat.

The second phase is the actual content creation.

It is highly recommended to hire a reliable online marketing company or content professional to do this for you. One bad blog post can send thousands of potential clients running directly to your competitor.

The third step, distribution, is incredibly important and often overlooked. Once you make a piece of content, you need to publicize it.

Distributing content could involve posting it on social media sites, sending links to it in e-mail campaigns, linking to it from other existing pages on your site, and so much more.

Lastly, you need to analyze your content. Did it achieve the results you were looking for? How many visitors came to that particular page or post? Did your call-to-action really help your return on investment (ROI)?

As you can tell, creating high-quality content is complicated, intricate, and takes a professional to do properly. After all, it’s one of the most important components of your law firm SEO campaign.

Where More Clicks More Clients Fits In

More Clicks More Clients is your one-stop shop for remarkable online marketing that gets results. Our content creation campaigns utilize these techniques and are uniquely designed for all types of budgets and businesses. We are friendly, affordable, and committed to getting you to the top. Call us today or request your free online marketing consultation.