There really is no other option in the digital age; a content managed website is vital if your business is to shout louder than the competition and put its brand in the best possible light.
At Newedge, every website we create is designed from the ground-up and utilises the Silverstripe CMS platform. We couldn't live without it and nor could our many happy customers.
There’s just one issue: content. Or, more specifically, the lack of it - particularly if you don’t have the writing talent in-house.
Why is content so important?
There’s a reason content managed websites exist: we’re living in a content-rich, content-hungry world.
When you see someone with their head buried in their smartphone, they’re probably consuming content of some kind. Chances are, you’ll have shared content with someone in the last day or so. It’s why 86% of marketers believe content marketing is a key strategy for their business.
So, how do you feed the content machine in your business? How can you ensure you create enough new, fresh pieces of content to draw in a relevant audience that might provide you with some valuable leads?
Option 1: balance internal and external writing
If you have some writing talent in-house but it resides with people who have other responsibilities, there’s a way to get them involved in content creation without it becoming too much of a burden.
By combining that in-house talent with external writing support, you’ll create a competent team that can work together to create awesome content for your website.
The trick lies in distributing the work effectively so that the in-house writers can help educate the external team about your brand, its products and ethos.
External writers will inevitably take longer to latch onto the style of your brand, but assistance from people who are on the front line of the business will be invaluable.
Option 2: go all-out on external writing
For some businesses, there just isn’t the time in-house to undertake content production for the company website. Equally, you may simply lack the talent internally for writing - but that’s absolutely fine.
Thankfully, you can now call on a huge range of external writers who will quickly become an extension of your marketing team.
It might feel a little odd - scary, even - to leave the voice of your business in the hands of someone who isn’t ‘living it’ each day, but an outside view and approach to your content can actually work very well indeed. Without the emotional attachment to the business, external writers can focus their talents on telling stories that appeal to your audience.
But how do you find writing talent? You’ll need help in that regard, for sure, but we know of a forthcoming online platform that will make the process of finding external writing talent far easier for businesses. Interested? Just get in touch for a secret preview!
How to keep the idea machine running
Keeping your content marketing strategy fuelled with new ideas isn’t easy and it’s common for businesses to regularly hit periods of writer’s block.
There’s a few things you can do to keep your content marketing idea funnel topped up:
- maintain a sharable spreadsheet to which everyone can contribute ideas for future blog topics;
- always keep in mind search engine optimisation (SEO), because the keyword strategy should go hand-in-hand with content creation (see next section);
- consider using the services of an external marketing agency (that’ll help, big time, with the last point);
- don’t be afraid of scouring the competition’s websites for ideas - you can always put your own spin on it; and
- repurpose older content that can be updated to reflect new trends in the industry.
There’s always a new blog post that needs writing, no matter your industry or audience. Use our tips above and you’ll rarely - if ever - run dry of ideas.
Don’t forget SEO
We noted this above, but it deserves its own section in this blog: SEO is a vital part of content marketing.
Without the keyword research that takes place during an SEO campaign, you simply won’t have enough relevant ideas for your blog. And, by that, we mean ideas that will capture the right kind of search traffic for your business on Google.
If SEO doesn’t underpin your content marketing strategy, you’ll end up writing blogs for the sake of it, and they won’t provide any measurable benefit for the business. As time wasting goes, that’s one of the worst examples in marketing!
You’ve invested time, money and no doubt a bit of blood, sweat and tears in your content managed website. Avoid letting that effort and expense go to waste by using our content creation tips above; it’ll pay dividends as your audience grows and becomes more engaged.