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What is Content Marketing?

Content is anything you use to communicate with people online. This includes blog posts, social media posts or tweets, e-books, white papers, emails, articles, videos, podcasts, infographics and webinars.  In this workshop we have distilled it all down into what small businesses need to know.

The single biggest content mistake is falling into the ‘they need to know about me trap.


Why do Content Marketing?

The objective of content marketing is to attract the attention of potential new visitors and customers and encourage them to interact with you and your business. You want to get noticed so they will visit your website, subscribe to your mailing list or request information about your product or service.

If you’ve got a website, you’ll have already made a start on creating ‘content’. But for people to want to be bothered to visit your site, or sign-up for things, you must generate valuable content that will engage with them. This MUST NOT BE a sales pitch.

Where does Content Marketing Take Place?

It starts on your website, but there a myriad of other places that you can also ‘place’ content to get yourself noticed and to attract the attention. This includes other blogs (apart from your own), article hubs (e.g. Hubpages), all the social media platforms – Facebook, LinkedIn, Pinterest, Google+, Twitter, Snapchat and Instagram and YouTube and Vimeo for video.

Other content marketing opportunities exist on platforms such as Amazon (eBooks, book and product reviews) and the ‘aggregator’ sites (e.g. TripAdvisor). In fact anywhere where your potential customers visit.

The Content Marketing Funnel

We’ve simplified the Content Marketing process, to give four levels of a Content Marketing Funnel. Thinking about the process as a funnel, means that you can provide content at the right level of explanation and detail for each stage of the customer journey.

  1. The goal of the first level is to generate awareness. This is done by publishing relevant and useful content in all the right places – i.e. the places where your potential customers will see it. The aim is to ‘get your name’ out there.
  2. The second level is where you generate interest. This is done by offering additional value that invites people to interact with you in some way e.g. by doing a quiz, or getting a free download.
  3. Once people are aware they should be able to find out more and evaluate your products and services in relation to their needs and make a decision. This means that you need to know what those needs are and can generate content that demonstrates how you can help solve their specific problems.
  4. The last stage is to turn their interest into action, (conversion’ in digital marketing speak) by way of demonstrations, trials, membership sign-ups or some other form of sale.

The funnel is specifically designed to take an interested bystander through a journey that leads to a conversion of some description. What you define as a conversion will depend on your marketing goals and what you want to achieve online, but In all likelihood this will be a sale.

See more in our Resources below: How To Build A Content Funnel


Short Overviews of the Key Trends and Issues You Need To Know About

Content Marketing is not just about the text on your website, it’s about making your content visible to people who may not even know your website exists – yet! What’s more, content should comprise of much more than just text – think in terms of Video, Audio, images & Infographics, to name a few.

Here’s our list of things you can do and places you can go to promote your content and make yourself stand out from the crowd.

Quizzes and Competitions

People love to do quizzes and competitions. One way to attract people to your website is to run these on Social Media – if there’s a prize even better, these posts tend to get shared much more often.

Ratings and Reviews

Give people the opportunity to review your product or service on your site and on other sites such as Yelp, Trip Advisor, Google+ and many more. Monitor reviews carefully and respond to anyone who is unhappy straightaway.

Press Releases

A Press Release can get your news in front of thousands of writers, journalists, broadcasters, bloggers, reviewers and others at the touch of a button. don’t overdo it though, save it for genuinely interesting “newsy” content. Find out more about how to do a press release and get it seen by thousands of interested people.


For some reason, no one really knows why, human beings are fascinated by lists. Why not publish a few lists related to your business, e.g. “Top Ten Mortgages For May 2016” or the “Ten Best Putting Irons” depending, of course, on your industry. Get our guide to list-making and publishing here.

Infographics – Show & Tell

We all know the saying, “a picture speaks a thousand words” and it is never more applicable than it is to your marketing efforts. Infographics are an effective way of combining text and images to put across your sales message – find out more.

Solving Business Problems with Content Marketing

Use Content Marketing for More Visitors
Use Content Marketing for More Leads
Use Content Marketing for More Customers
Use Content Marketing to Prevent Customer Churn


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