Content Marketing without a Blog
- Saturday, 14 January 2017
- Linda Chivell
The magic ingredient in your marketing strategy is storytelling
Many businesses begin a blog with the belief that it will solve their marketing hic-ups. “Need more traffic? Check. Gain visibility? Check. Want a legion of loyal readers that hang on your every word? Sure…that’s easy. Or at least that’s what some believe.”
In reality, building a blog and a solid content marketing plan takes time and effort. And whether you have a blog or not, you can still create a content strategy.
Your company can still take advantage of content marketing even if you don’t have a blog. You can still boost search rankings by focusing on other written content.
Blogging isn’t for every company, but all organisations should optimise written content for search to drive traffic and convert visitors.
1. Develop In-Depth Product Pages & Landing Pages
Instead of a consistently updated content hub like a blog, focus on the creation of in-depth, copy-rich product pages and landing pages throughout your website.
The goal of a product page is to convince a browser to purchase the item if it suits their needs.
Any form of content that you include on a product page should never distract from driving a purchase or a booking, but if executed correctly enhancing content can help drive additional visibility to the page while promoting the product.
This in-depth information can be:
• additional backstory around the creation of the product
• examples of the product in use
• articles or videos about different ways the product is beneficial to customers as a solution to their problems and more.
This additional content adds more context to a product page, helping in two ways:
• allowing customers to learn more about the product
• improving search engines’ understanding of the page.
2. Produce Content on Third-Party Platforms
Another method of reaching an audience without blog content on your own website is contributing content to third-party platforms with built-in distribution like social media and blogging sites.
While there are many third-party content platforms to consider, the most popular ones are:
• Buzz Feed
• Scoop It
Creating content for these channels allows an organisation to still compete in search with relevant information related to their expertise and product offerings without having to maintain their own blog.
An additional benefit of sharing content on third party platforms is that they already have a large built-in audience.
Sharing content in the form of a Facebook post or tweet on Twitter is significantly different than sharing a full article on Buzz Feed, LinkedIn, or Tumblr.
3. Invest in PDF-Focused Content
The difference between just a piece of content and content marketing is the destination.
The destination of PDF-focused content differs from a traditional blog post as it’s addressing customers at a deeper part of the marketing funnel ( in a niche market) whereas blog posts are more focused on driving awareness of an idea or product at the very top of the funnel.
PDF-focused content is usually more in-depth than a blog post or an article, not meant to be skimmed, but rather read thoroughly by prospects with a deeper interest in a company’s offerings.
Do You Market Already Without a Blog?
Do you have solutions for the challenges your company face when devoting time, effort, and resources to creating non-blog content?
Do you know what types of content drives results for your organisation and why?
1. Enrol for a social media training workshop to develop your own magic.
2. Book a FREE one-to –one consultation with Jeanette and find out how she can develop SEO-friendly, in–depth product and landing pages for your website.