Smart content marketing lets customers find you at their precise 'moment of need'.
How to beat competitors with deeper pockets
Businesses investing in PPC monitor their campaigns very carefully to check the returns. And paid ads can certainly drive awareness and clicks.
Meanwhile for those businesses without significant ad budget the challenge of being visible to customers when they need your services remains… Part of that solution, of course, is Google’s organic returns.
This isn’t simply yet another article on SEO
You will already be optimising your site on important keywords. But it’s tough to ‘own’ all but the most specialist or niche key-phrases. The key to inbound marketing success — getting customers to find you at the precise moment they need you — lies with that magic ingredient: valuable content.
Canny businesses know how to leverage online communities, forums, networks and business advice sites to get their message out. These are the places where prospects already hang out. Get your content onto these sites directly, or indirectly via links, and you are covering the ground well.
Reach customers directly with content they value
Your work here — asking and answering questions, submitting guest posts, commenting on blogs — is doubly useful. Not only does it raise your flag as an expert in the sites where you are engaged, but it will help your organic results, too. Links you leave in these conversations lead back to your site.
Marketing with content in this way is a HUGE opportunity for many businesses. A programme of targeted content that answers your prospects’ questions is a smart investment, because the outputs can be used and re-used in many ways and on different platforms and sites.
So, when the ad budget is all used up, razor-sharp marketing content continues to deliver results.
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