Why invest in content marketing?

To help your brand to become more valuable over time, you need to create valuable content. This applies to web design and all other content.

The core way content provides the best value to you as a business is through organic traffic where people discover you on some kind of search platform, like Google or another search engine and click a link to visit your content.

It’s massively different from other kinds of traffic for one main reason — these people are looking for you by actively searching for information related to your business — on other platforms, you’re interrupting whatever they’re doing and these people are passive observers instead of active searchers.

The main difference is that passive observers are not Lilley to be in buying mode while active observers are very much in buying mode.

With organic traffic, your audience comes to you.

Creating a content strategy

A content marketing strategy is a plan for building an audience by publishing frequent and consistent content that educates and inspires to turn strangers into fans and fans into customers.

Work out who your customer is

Who is your ideal client? What do they want? What are their everyday struggles and challenges?

Understand who your customer is – a good way to do this is to create an avatar or a character of your ideal customer. Create an imaginary version of your ideal customer. Give them a name and even have a picture of them on your wall!

Work out what information they need

Step into your ideal customer’s shoes and walk through their customer journey. What steps do they need to take to do business with you? What do they need to know before buying from you, and in what order?

Choose how to say it – what tone of voice you use is important

You need to determine how you’re going to get this information across to them.

What stories should you tell? What tone of voice will resonate the most? Friendly and a bit chummy? Serious and business-like?

In order to build an audience, you need to earn it.

Your content needs to be good enough to earn the time and attention of your audience because that is their most important resource.

Check out some of our web design projects in the showcase.