Content marketing

Are you content with your content?

If so, that’s great. But if not, and I suspect that’s why you are reading this, Scoot Communications can help because writing compelling, search-engine optimised content for websites, social media channels and marketing collateral is what we do.

Today’s consumers are time poor, media savvy and several leaps ahead of olde worlde marketing techniques such as banner ads, flashing BUY NOW buttons and other quaint trinkets of last century. They don’t want to be sold to with a blunt instrument. They want information that adds value to their day because it’s interesting or useful or amusing or all of the above. They want enlightenment.

Enter content marketing!

So what is content marketing? In a nutshell, it is selling without the sales job. Or put another way, it’s storytelling. The Content Marketing Institute defines it as:

“non-interruption marketing. 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.”

Take a moment to ask yourself if the content you are publishing is doing the job it’s meant to do and pulling a crowd. Include your blog, videos, tweets, Facebook updates, Instagram posts, whatever. Perhaps you are not sure what objectives you are trying to achieve with social media. And maybe you don’t have the tools to measure the outcomes anyway. Assessing this is crucial because it will help ensure you are not wasting time publishing content that no one is interested in, or putting your energy into the wrong channel, for example using Twitter when your target audiences are all into Instagram.

Of course social media needs to attract ‘likes’, ‘retweets’ and shares, but another crucial part of the equation is for it to steer traffic (visitors) to your website. And once they are there, your website should compel visitors to answer a call to action – whether it be to buy a product, contact you for more information, sign up to a newsletter or donate to a cause.

If your social channels and your website are not talking to each other, and if you are not measuring the success of your digital strategies with analytics, you are potentially missing out on business opportunities – and giving your competitors a free gift.

To learn more about successfully using content marketing to grow your online audiences and build support for your brand or social mission, contact Scoot Communications.