Summary:  Both Google and your readership expect good quality content and so for the purposes of search engine optimisation and customer satisfaction getting your content marketing right is essential.

Large businesses and smaller businesses all have the same or similar goals at the end of the day and that is to increase their visibility, gain more traffic and ultimately convert this traffic to sales. Smaller businesses without large advertising budgets have to rely a little more on the efforts of their search engine optimisation team coupled with good content marketing so it is essential that they get it right.

What Are Your Goals

Before launching a new content marketing strategy a business really needs to consider what they are trying to accomplish long and short term and use this information to filter out any content that perhaps doesn’t add any value while ensuring that what is shared is going to help them achieve that end goal while still being interesting for the reader.

Who Are You Targeting

It is important to consider from both a search engine optimisation point of view as well as a content marketing one who your target audience is or who you want to start reaching out to. Certain demographics veer towards certain content types and with a wealth of ways to share information and interact with your audience small businesses are spoilt for choice.

Use different content networks

Utilise different content sharing methods, for example YouTube videos, Podcasts, Facebook and Twitter, Instagram and more to ensure that you are reaching out in a way that appeals to the right people.

Have a look at your metrics to see when content is being accessed and shared the most time-wise and use this to schedule your content sharing most effectively.

Be Creative

Content does not necessarily always have to be written blog posts. These days businesses have realised that different people respond to a variety of content types differently and so use this as part of the content plan. Be creative and include not just blog posts but photos, interviews, slideshares, infographics, videos and more to share your message in a way that will keep a viewer’s interest. With the internet working the way that it does even very small businesses may make a big impact with their content marketing if they think outside the box somehow and remember that sharing information can be fun.

In addition to the fun factor people are more likely to share a photo, infographic or video on their social media accounts than a long winded article.

Don’t Share For the Sake of Sharing

It is better to post nothing rather than post poor quality or hastily thrown together content. Not only will your readers and visitors thank you, Google values top quality content highly and this may have a significant impact on your Google placement.

Many businesses employ a copywriter to help put together their written content as quality is assured, brand messages are included and of course copy is search engine optimised.

Effective content marketing for small businesses is about getting the most out of each piece of content shared by making it attractive to a range of people including of course the target audience, including calls to action and making it easy to share.

Sources:

http://searchenginewatch.com/article/2304036/Content-Marketing-for-Small-Business-The-Five-Ws

http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/

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The Google Penguin update released a few months ago was the final nail in the coffin for those who were still trying to manipulate the SERPs via keyword stuffing, multiple (perhaps not wisely chosen) back links and poor quality content that was fine provided it contained enough words. It is unlikely that your SEO consultancy will have recommended these methods to you recently as the digital world has moved on from this type of marketing in recent years. It is however a common practice and one that is outdated.

The way forward in terms of increasing visibility and ensuring that the content you upload to your website, blog or associated online social media accounts is not only SEO optimised, but also readable and interesting to readers is to hire a copywriter to write your content for you.

It is recommended that you don’t take a chance with your content. There is a fine art to creating copy which conveys a message yet ticks all of the boxes that are important for your SEO campaign. Employing a copywriter will enable you to ensure that the keyword density is correct, that the work flows and that you receive an altogether top quality piece which visitors will want to stop and read.

Working with a copywriter is easier than it sounds. Your SEO consultant will be able to recommend a few that they have worked with in the past when putting together websites for clients and similar work. The beauty of employing a copywriter is that not only do they keep up to date with Google updates in terms of what you should and should not do when looking to increase visibility; they also work closely with a brand in order to convey a consistent message and tone which compliments the business.

There is a lot more to producing online content nowadays than there has been previously because all SEO consultants will be advising their clients to try and go one further in terms of creating a more varied array of content types. For example, using videos such as content from YouTube, audio, info graphs and pictures / photos to push the impact of the content in terms of both interest and how easy it is to “share”. This is an essential part of creating top content for your website however the basis for any website or social media account is the written content; which needs to be strong in order for these additional types to bear fruit.

If you want your business to boast top quality content that keeps your UK SEO consultants happy in terms of following Google’s rules, regulations and recommendations and additionally engage website visitors in order to convert them to customers, then employing a copywriter really is the best solution all round.

Attribute to: Duncan Cumming

Duncan has been writing for over 5 years. His sales and marketing background has helped him write informative articles in areas including digital marketing agency; specifically, PPC, SEO, Affiliate Marketing and Social Media Management Services.

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