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Content marketing is a key strategy to educate, inform, reveal who you are, and bring new prospects to your website. Is your content marketing effectively telling the story of your business? Learn more about the critical impact content marketing can have on the growth of your business.
What is content marketing?
- What is the one Issue most brands don’t understand about content marketing?
- What is effective content marketing?
- What are the benefits of content marketing?
- How do you create a content marketing strategy?
What is the one issue most brands don’t understand about content marketing?
Many businesses don’t realize that continuous creation of quality content is the fuel that drives successful search engine optimization (SEO) programs and powers the conversion of traffic into leads, new clients, and revenue growth. Your content creation needs to be consistent and ongoing, not sporadic. It’s often forgotten the irreplaceable role quality content plays in the success of the overall goal of convincing a website visitor that your business is right for them.
What is effective content marketing?
First and foremost, effective content marketing is about solving your customer and prospective customer’s problems, answering their questions, and establishing your brand as a valuable credible resource. Tailor your content to your audience and be useful.
Second and equally important, effective content marketing requires an understanding of basic SEO best practices.
The use of keywords in the right places, linking strategies, page depth and other basic practices will help make your content SEO friendly to important search engines like Google.
We are proud to have a professional team of writers, graphic artists, and social media enthusiasts who possess the skills to successfully educate readers on technical concepts, provide thorough analysis and research, while giving the material an approachable and easily consumable tone.
But what about the human reader?
Attention spans are being stretched to the breaking point by an avalanche of content available everywhere, on any device, all the time.
People want to engage with content, enjoy compelling stories, learn useful information, and be inspired to take action.
30 second or less video bites, infographics, podcast audios, and short, to the point, bite-sized written pieces are the most popular forms of content today.
Be clear, relatable, and understandable. What good is your message if it’s confusing?
What content marketing is not!
“People don’t like to be sold, but they love to buy.” –Jeffrey Gitomer
Content marketing is not about hard sell sales pitch messages for your services or products. It isn’t a push approach aimed at cornering people in the hopes you will convert them to customers.
Instead, content marketing is a strategy that will position your brand as the go-to-source of valuable and critical information to your audience of prospects and customers, helping them solve their biggest challenges.
Content marketing is focused on creating and distributing content that interests people enough to entice them to visit your website and reach out to you.
You have a powerful voice
Learn how to use itComprehensive services
Following are the services we provide to help law firms generate new business:
Strategic consulting
Offering the expertise, strategies, and sustainable plan you never have the time, expertise, or human capital to launch and continually execute. Inner Architect Media has consulted with national law firms with multimillion dollar marketing budgets as well as small businesses with modest means.
Inner Architect Media earned our stripes with recognition as a Google Partner agency. We are Google certified in Search. And as a result, we have been listed in the prestigious Google Partners directory as one of only 2,953 Google Partners worldwide out of 442,878 global advertising agencies in 2023.
As a result of our experience and certification, we manage PPC marketing campaigns with budgets which range from modest to large $1,000,000+ yearly expenditures.
We have been producing content for clients for the past 15 years. Our content development services can provide a voice for your business to inform, showcase your expertise, and attract new prospects. We keep up with the latest Google algorithm changes and incorporate these continual updates into our work.
Inner Architect’s comprehensive search engine optimization (SEO) services are designed to solve your visibility problems. No gimmicks or black hat tactics. We only use industry best white hat practices to develop a plan best suited for your brand and your budget. Our focused commitment includes a hands-on approach where we spend the time to monitor and adjust based on relevant data. Your website performance can make a positive turn with the guidance of our SEO experts.
Elevate your law firm’s online presence with our tailored web design services. We understand the unique needs of legal practices, and our expert designers will craft a professional, user-friendly, and visually appealing website that showcases your firm’s expertise and enhances visitor engagement. With a focus on mobile responsiveness, SEO optimization, and a seamless user experience, our web design solutions will help you stand out in a competitive legal landscape, attract potential clients, and establish trust in your online brand. Upgrade your firm’s website and set the stage for digital success with our specialized web design services.
10 benefits of content marketing
The Content Marketing Institute’s 10 ROI reasons to use content marketing:
- Create new leads and demand.
- Generate sales and revenue.
- Build trust and credibility with your target audience.
- Brand awareness growth or the extent to which your brand is recognized by potential customers.
- Educate your audience – become their go-to source of information.
- Create loyalty with your customers.
- Support new product or service launches.
- Attract people to your events.
- Nurture leads through the funnel.
- Develop subscribers to your blog, podcast, and email newsletters.
Why is becoming the go-to source so important?
Respect and trust. When people consider you and your company the go-to-source for information or solutions, you have achieved status as a trusted partner.
Trust is essential in helping your prospects take the final step in the buying cycle: purchasing your product(s) or service(s) or both.
Win your prospects and customers’ trust and you will earn their respect.
How do you create a content marketing strategy?
“40% of B2B marketers have a documented content marketing strategy, and 64% of the most successful B2B marketers have a documented content marketing strategy.” -Ahrefs
Do you have a content strategy?
Start by answering these 4 questions:
1. What do you want to achieve?
Every business wants to drive sales, but you must first set the stage for your audience. Give them value first and often and without expectations.
- What questions can you answer?
- What solutions will you provide for your audience?
- What is the purpose of your content?
Once you have this figured out then think about your customers’ buying cycle. Think about the different stages in the sales funnel.
What would help your customers see the value you can bring to them?
- It could be a case study or white paper documenting successful strategies.
- A sign-up for your webinar, an event that provides answers as well as networking opportunities for attendees.
- Subscription to your blog, an ongoing resource to help you run your business.
- A newsletter or podcast email subscription.
What objections or issues does your audience have and what do they need to know to feel comfortable with your services or products?
The content you share should help overcome your prospective customer’s objections, provide the solution to their problem(s), and instill trust in your brand.
2. Who is your audience? Try these first steps.
Sounds simple, but this is often the most difficult question to answer. Begin by looking at your current customers and then your prospects.
- Develop customer profiles for the different audiences you wish to reach.
- Study your competition’s case studies.
- Research industry data, analyst reports.
- Conduct surveys to uncover valuable insights into customer behaviors.
- Interview industry leaders.
- Create email campaigns that provide value to your audience.
- Engage with your audience through social media marketing outreach.
5 questions that will help you understand your customers and prospects:
- Why do consumers use services or products like yours?
- What do they want from services or products like yours?
- What influences your buyers as they evaluate their options?
- What benefits do your competitor’s services or products deliver that are perceived to be most critical during the buying process?
- What causes consumers to fail to purchase services or products like yours?
3. Where does your audience go online?
“As of 2022, the average daily social media usage of internet users worldwide amounted to 151 minutes per day.” –Statista global data analytics firm
You can’t win anyone over if you don’t know where they are. Social media websites like Facebook, Instagram, X (formerly Twitter), LinkedIn, YouTube and TikTok are just a few of the social platforms with significant monthly traffic.
Don’t try to be everywhere at once. Pick a manageable handful of platforms where your audience engages and concentrate your efforts there. Don’t just monitor what is being shared. The payoff comes by participating in the conversation. Reach out with something of value that you can add to the conversation.
4. What type of content does your audience like?
You can often discover the types of content your audience likes by the social network or channel they frequent and respond to.
If they are on LinkedIn, they are often searching for in-depth business information found in long form articles, case studies, and white papers. LinkedIn’s evolution continues to unfold as a social media site with content not exclusive to job search or the job market.
If they love YouTube, then video content, short form and long form, is what they are seeking.
Your audience who prefer X (formerly Twitter) rely on breaking news from media publications, entrepreneurs, pundits, and fans.
Facebook is the original life streaming, story sharing platform. Today’s demographic is concentrated between 25-44 with Facebook Reels (short video) becoming very popular.
Instagram attracts people through images, video and personal stories.
TikTok is the go-to source for the 18-34 year old audience that enjoys micro short form videos.
What are your competitors doing? How are they engaging? What are they sharing? Make a list of the types of content you are prepared to share and how well it is being received.
Content marketing distribution: Where do you post your content?
Once you and your team have discovered the platforms where your target audience spends time and the type of content they like to consume, you’re ready for the final step: content planning.
Formulate a content plan that you can load into one of the many social media scheduling tools that are available.
Why is this important?
- Organization is much easier if you plan your schedule and can review that plan.
- Consistent flow of valuable content provides your intended audience with value.
- Perception, a huge factor in winning new clients, that comes from a well-organized, consistent flow of content is your audience will understand your brand can be counted on to provide crucial answers and strategies.
What is the next step?
At Inner Architect Media, we’ve seen our clients’ organic search traffic volume grow substantially as we’ve helped them with their content marketing needs and challenges.
Specifically, we have seen how frequency of content, a consistent and ongoing effort of production, has a huge impact on organic traffic.
If you don’t have the time, resources, or expertise to devote to the increasingly vital job of content marketing, contact us to learn more about how we might help you better compete for visibility. Content marketing is too important to ignore.
