Over the past couple of years, the focus on content marketing and how it plays a fundamental role in the success of brands large and small has grown at a staggering rate. While measuring the success content marketing plays in a digital environment is relatively straightforward, utilising the same practices for the success of your physical business is altogether more challenging. Or, at least, so one might think.
For any business with a physical location – no matter what the industry – capitalising on content marketing in order to increase awareness, footfall and, ultimately, revenue should be embraced as part of any marketing/PR strategy. And, assuming your business already enjoys a digital presence, you can begin to reap the rewards of content marketing almost immediately.
A window on your world
Your website should act as a window into your company, highlighting in comprehensive detail the full range of offerings and expertise of your business. The importance of investing in quality content for your own site cannot be overstated; give potential customers everything they need to know in one attractive package. Done correctly, the content on your site will entice them to visit your location in order to do one thing: complete their purchase.
Content marketing, however, is far more than just the content on your site. To fully benefit from its benefits, you need to turn attention away from your own website. Even more important is the willingness to embrace creativity. Through thinking creatively – both in the content you produce and the ways in which you disseminate information – you will soon find yourself increasing traffic both digital and physical.
Great content – and subsequently great content marketing – requires careful planning and an investment in time. It also requires preparation of material that will captivate, entertain and inform. The quality of your content will affect the level of interaction and engagement, and plays an essential role in your success. How so, you might ask?
By creating a piece of content that offers something extra and/or different, your content will pique interest. Whether funny or entertaining, informative or offering a solution to a problem, assuming it stands out from a crowd, it will almost inevitably promote sharing. Constructing a solitary piece of great content can see it be shared across social networks by thousands upon thousands of potential customers. Correctly branded, this content will raise awareness of your business and reach an audience that will, in turn, be directed to your location.
Focus on local
You can also look to generate content that seeks to capitalise on localised search terms. For example, if you run a restaurant in Derby, be certain to create practical advice and informative content around search terms such as ‘restaurants in Derby’, ‘where to eat in Derby’, etc. Content marketing has the ability to boost your presence in local listings, driving customers within your immediate vicinity to both your website and your premises.
Gone are the days when web content simply existed for the benefits of search engines. Today – and in the future – content is about the user; personalisation and relevance should be the watchwords of any content you produce. Done correctly, and the number of visitors directed to your commercial premises will grow in the same way as your online traffic.