Sometimes buzzwords lose their significance after a while. “Content,” “Online Presence,” “Extra Cheese.”
Hearing all this marketing jargon, you’re bound to tune it out after a while. It’s become too abstract, and it’s stopped meaning something.
If you keep reading, I guarantee you’ll hear something new, and it might even help your business.
I’ve spent some time in the world of content marketing. If I could get business owners to understand one thing, it would be that their online presence is hugely important, and it’s all tied to their content.
The Circle of Content
The Circle of Content is based on some proven principles, and can be broken down into some simple steps. It all has to do with using content to drive traffic to your website, where visitors become leads.
Before we start, here’s an important note: a great website is a prerequisite to an effective Circle of Content. Everything comes back to your website. It’s home to your blogs, your galleries, your social links, and the money maker: your contact form.
If your site is outdated, your Circle of Content will be ineffective. But hey, don’t let this discourage you. Talk to us about your options. You can have a beautiful site for less than you’d expect.
Now, back to content. There are 3 big “content types” you need to know, and they all connect.
Content Type #1: Blogs
The circle of content begins with blogging. The purpose of blogging is to write stories or articles that your people want to read. Naturally, you have to start with people–repeat customers. That’s on you.
- Blog when you have something worth saying. Have something worth saying often.
- Be a writer, or find a writer. Quality is hugely important. Don’t waste time doing something you simply can’t do.
Content Type #2: Emails
The next step is email marketing. Email is for every business, but it will look different depending on your industry. What emails would you want to open? Use creative images, good headlines, a little bit of text, and buttons that take people back to your site.
- Come up with an email strategy. Each email has to count, and pure quantity is a big turn-off.
- Keep your emails short. Your website is the final destination. Link to it.
Content Type #3: Social Media
Guess what you can do with blogs and email newsletters? Share them on social media. Welcome to the third part of the circle of content. Like email, this will look different depending on your industry. Plumbers, unless you’re Home Depot, you’re going to have a smaller following than Hipster Joe’s Hookah Bar. This is where branding comes in, and your circle of content can still bring you business.
Post every day. People will see you and remember you’re there.Use at least Facebook and Instagram, and have someone who understands these things do it for you.It’s all about sharing pictures, videos, and blogs–not long statuses. Also, use hashtags.
Content Enriches Your Online Presence
Your online presence is what it’s all about. While shopping local is becoming trendy again, the folks who find you are starting with a Google search. Don’t believe me? Check out this article on how consumers prefer to shop locally, but expect digital sophistication.
When they find you, what are they going to see? Here’s what you want them to see:
- A clean, well-organized website that fits their phone.
- A blog with recent posts, the heartbeat of the business.
- Links to social media, the day-to-day window into who you are
- An email sign-up button, where you can reach them personally
That’s all it takes to have an online presence that brings you online leads and brings folks through your door. The Circle of Content ties it all together. The better you are at it, the more effective you will be at bringing in leads.
While it helps to be as cool as a vape shop or a longboard retailer, contractors and accountants can have killer brands. Check out these local businesses with a flair for branding:
Lakeshore Closet & Blind Company
One last word… maybe you need an online presence and a Circle of Content. Maybe you need it badly, but you’re no marketing expert.
We get it, no one can do it alone. That’s why we’re here. Sprout is your local online presence expert. We write blogs, send emails, and manage your social accounts in one affordable bundle. Start with a meeting, we’ll help you learn what’s working and what’s not. We’re here to help you grow.