In today’s competitive market, simply highlighting features and benefits of your product or service isn’t enough to engage your prospects and customers. It’s important to offer them valuable content which isn’t product specific as part of your communications and marketing plan. 

What is content marketing?

Content marketing involves creating and sharing materials, typically online, that your audience will engage with. While the primary subject matter may not be specifically related to your product or service, it should support a related area and demonstrate your expertise.

Why is content marketing important?

In a digital world, customers will turn to online resources to help answer their questions. Content marketing works by creating articles, blogs, podcasts and videos on subject matter which is relevant to your audience.

This content will help engage your existing clients by offering them helpful hints and tips even after they’ve bought from you. But more than that, it can attract new customers when they search subjects online.

Here are our top tips for creating an effective content plan:


1.      Educate, entertain and add value
Creating engaging content that’s easy to read can make all the difference as to how successful it is. Keep it interesting and relevant, without going off on a tangent. And make sure it has a good readability score. For example, you might want to create a case study to demonstrate how your service has made a difference to your clients. Use the readability score function in Word to see how easy your content piece is to read. The score should be approximately 14.

2.       Understand your audience
Millennials will use different channels to Generation X. Although it’s not the same across all individuals, it’s important to consider both. Millennials are a growing segment of new buyers and they spend a lot of time online. As a result, you need to make sure that your website is optimised for mobile. You may also need to consider your language style and tone of voice to appeal to this group.

3.      Use video content where possible
Video grabs their attention, keeps them engaged and builds a positive relationship with your audience. In fact, according to Hubspot, a video on a landing page is capable of increasing conversion rates by over 80% and mentioning the word video in an email subject line can increase open rates by up to 19%.

4.      Publish regularly
Regular updates allow you to engage with your audience more often and on different subjects. Consistency is especially key when it comes to podcasts and webinars. For example, if you deliver regular webinars you can include the link to the following webinar at the end of each session. Regular posts show your business is up to date with current trends because nothing turns a user off more than a latest post being more than a year ago. However, it’s vital that make sure any updates are relevant to your audience and not just because you feel you need to post. Planning your content is key to success here.

5.       Share you content across your channels
To maximise the use of new materials and spread the message, share your new blog or podcast on social media and in emails. Don’t forget to make your internal staff aware of these posts too!


Content marketing has grown to become one of the best ways of demonstrating your professionalism, knowledge and expertise to potential customers. Plus, it can increase the number of people coming to your website and boost your Google ranking - leading to more sales and business growth.

So, if you’re not already using content marketing to boost your business, why not give it a go?

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