Content marketing is about presenting high-quality, informative content to readers. The focus with content marketing is showing that your business is well-informed and an authority in your niche. You’re building trust up among your readers while offering them value. Ultimately, this is seen as a great converting strategy.
However, in order to handle your content marketing effectively, you need to follow some basic tips to maximize your results.
1. Keep The Purpose In Mind
When you’re writing content for your website, about your industry or even about your product/service, it’s easy to start getting salesy. But, remember that the purpose of content marketing is to educate and inform readers, teasing to how much value and experience your company can offer them, and not insert sales pitches into every post. If you make it obvious that you’re just trying to sell them something, building trust will be more difficult.
You can occasionally mention a relevant product if it pertains to the content you’re writing, but don’t write content just to push your product. Think about the questions the customers in your industry have about relevant topics, and write content to answer those questions.
2. Make Your Content Interesting
In an industry like finance, it can be difficult to keep things interesting. Maybe you offer loans, debt consolidation, credit building, accounting services or something else. Whatever it is, many people simply don’t like reading about numbers or thinking about money (and that’s probably why they’re seeking out your business). However, by making engaging and interesting content, clients will be motivated enough to watch a short video or read a small article. Use the right headlines, always incorporate graphics, and use many different forms of media to keep people watching and learning.
Here are just a few content ideas to keep your readers coming:
- You might think, what can I create videos about? If you spend a few minutes thinking about it, you can likely come up with plenty of ideas. Short “expert advice” videos on industry topics and brief how-to videos.
- Write articles about the questions customers have, the things they are interested in about your industry, and (in generic form) about the forms and services you offer.
- Write more casual, personal posts about things in your industry to help you build trust with your customers. Blogs are great for incorporating stories and personal experience to “put a face to the name”.
- Social media. Your content marketing strategy has to stretch beyond your website. Use your social media accounts to post original posts, in addition to sharing the content you have elsewhere. Facebook exclusive videos, for instance, are one great example to give people a reason to follow you.
If you are running out of topics, try a site like answerthepublic.com where you can type in a keyword and get all sorts of questions that people are asking.
3. Get Published Off Your Site
Guest posting and finding ways for your content to be featured on other people’s websites and blogs is an excellent way to do “SEO PR”. It’s called this because your byline, featuring your author name and website name, will act as a backlink to your site (the SEO side) and the content itself will be informative for readers, acting as PR and helping “drum up business” from other people’s traffic.
When it comes to the “how” of getting published on other people’s websites, you can reach out to influencers in your niche and find guest posting opportunities on relevant websites. If you serve a local region or a particular industry, you can also reach out to websites related to those niches. For instance, if you have specialized services that are applicable to orthodontists, you can publish your guest post on websites aimed at running an orthodontist’s office.
The same goes if you have credit building services that you offer to everyone, with particular interest from college students. You can post your content on sites that target college students.
In this way, you aren’t just guest posting on other sites related to the financial industry, you’re also posting on websites where your target customers are reading content.
4. Give Something Back
Newsletter/email marketing is considered a highly effective business strategy. After all, you can send your customers alerts and news straight to their inbox when you want to get that information to them, rather than waiting for them to come back to your site. The only problem is: Do you know how many websites out there are trying to get a customer’s email?
To help convince them to hand that information over to them, you should always offer them something in return. Sometimes a coupon is appropriate, but offering an eBook or small guide will help with your content marketing strategy. It doesn’t have to be long, it just has to offer them great value and relate to your products/services without trying to sell them.
Since you’re in the financing industry, here are some ideas on guides that you can write and provide to your clients:
- Debt Consolidation: How to pay down your outstanding dues and save money on interest
- Credit Building: How to raise your credit score in 5 easy steps
- Finding the Right Loan to Fit Your Needs
- How to Retain the Most Cash in Your Business’ Operations
5. Tell Stories and Get Personal
If your face is associated with your business, or if it could help build authority and trust, it’s worth writing the content yourself and using your own voice/style. Incorporate stories and personal experience, share the lessons you have learned, and really speak to your customers. This will help you build trust, authority, and a relationship with your customers.
6. Answer Sales Questions
It’s very likely that you get questions from customers and prospects asking similar things, like “How can I use your accounting services to save my business money?” or “What information do accountants need to get started?” Chances are, a lot of customers have these questions. You should make a list of all the questions you’re commonly asked about your business and then build content around it. You can do this in the form of a “question of the week” series or by just mixing Q&A posts into your normal posting schedule.
However, remember now to focus on selling your service or product. Instead, gently and subtly mention it at the end of the post or use it as an example. For instance, make a general post answering the question: “How to Start Working with an Accountant” and, at the start, you could say: “For this post, we’ll be using our software as an example…” or “Here at Finance Business A, this is the process we follow…” etc.
7. Establish Credibility About Your Industry
Don’t just write about your own business, products, or services. Branching out into more general posts about your industry as a whole shows that you and your business have a solid understanding of what’s going on relevant to your business. This helps build credibility.
Some examples for your financing business include: Opinion posts about recent market outlooks, expert columns where you have one person on your team discuss the current market, and tips for businesses relevant to finances and accounting. You can also cover up-and-coming software releases and other big headlines.
8. Focus On A Niche
Say that you’re an accounting business serving your entire state. Obviously, your services can benefit just about any business, in any industry, within your state. However, you might get better results by having niche-based content in addition to the general type content mentioned before.
As one example, maybe dental offices are particularly great candidates for your service because they bring in a lot of money but have to deal with complex insurance billing and what not. You might make some niche-focused content about how accounting services can benefit businesses, special considerations for dentists considering accounting services, and so on. This will help you particularly target businesses in the dental industry.
Over time, build up other niche-focused content. In this way, when a business comes to your site from one of these industries and they see that you have content about servicing their business in particular, it makes you seem that much more experienced and fitting for the job.
9. Create Product Guides
Even after a reader has converted into a customer, your job isn’t finished. If your business is particularly great on the follow-up side of things, you can make them a customer for life. If you offer financial software or any sort of product associated with your service, you should create a guide to go along with it.
If you have the time, you can also specify this product guide to a particular industry. For instance, if you offer financial software to companies, you might have one guide with usage specific to Dentistry or Healthcare, another guide specific to retail stores, and so on.
If you don’t offer a product, get creative. Is there something clients should do in preparation for the service they’re going to receive? Are there questions new clients often have? Use a guide to illustrate the next steps and answer their questions.
10. Go Behind-The-Scenes
Taking your clients behind-the-scenes of your business and giving them that transparency can go a long way in building up trust. Give them a sneak peek into your business’ interworking’s, share founding stories of how you got started and when permitted by your clients, consider sharing “client success stories” to show how helpful and beneficial your products and services really are.
You can also introduce your team members and share the development of new products and services to give people a heads-up about what’s coming for your company. Behind-the-scenes posts can be articles on your website, video introductions at your office, or even social media content.
And, when all else fails and you don’t know what information to offer your visitors, here’s a bonus tip: Ask them! Start a poll on your website or social media account and ask them what they would like to see. Getting them involved can really help them build a relationship with your business.
All the best with your content marketing, reach out if you have any questions!