Misc, Online Marketing

Content Marketing Explained

21st Century marketing is an ever-changing process and most marketing consultants agree that your company needs to act fast if it’s going to keep up with the times.

Online marketing now represents a considerable percentage of many businesses’ advertising revenues, but with the nature of web use and the changeability of search engines like Google keeping everyone on their toes, how do you know that your company is getting the online exposure it deserves?

Take content marketing for example. Ten years ago, if a company wanted to improve its ranking on Google or other search engines, it would simply cram its web page and white papers with search-friendly keywords – the more, the better.

That way, businesses could simply buy their way up the food chain and appear in the first five search results without ever having done anything to warrant such exposure. Very recently however, Google received a software update that made its searches far more intelligent.

No longer is mindless repetition of keywords the only desirable factor. Now, websites are ranked based on how frequently they’re visited, how often they update their webpages and how much engagement they receive from visitors to their site. This is where content marketing comes in.

Content marketing works on the premise that websites are rewarded for having engaging, sharable and readable content on their homepages and blog rolls.

Anything loosely related to the nature of your business will work, but the best examples of content marketing are those that explore new ideas, are exciting or funny and encourage web users to click, read, share and remember. That way, not only does your site’s search engine profile begin to rise, but more and more traffic will be driven to your company’s webpage and more people will be likely to remember and search for your services in future.

Content marketing sounds simple and in theory it is – in practice though, creating numerous pieces of well-written, engaging content, editing them, posting them to your site and then promoting them on social media takes far more skill and effort than most companies can comfortably handle in-house.

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Ian Kirk

Founder at Opportunity Marketing

Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.

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LEEDS CHILDREN’S CHARITY


RESULT: 21% UPLIFT IN FUNDRAISING INCOME AND A MUCH WIDER AWARENESS OF THE CHARITY HAS SAFEGUARDED ITS FUTURE.

 

Scenario

The Leeds Children’s Holiday Camp Association was one of the oldest charities is Leeds, but was struggling to generate funds with low awareness and potential funding grants reducing.

Solution

Opportunity Marketing created a marketing strategy for the charity which involved a complete rebrand and a wider income focus on corporate and individual supporters and donators.

“Opportunity Marketing is a highly creative and inventive marketing company that has produced ideas and a strategy to promote and raise the profile of the business in the most effective manner. We have always found them to be friendly and efficient, whilst giving absolute priority to the best interests of the business.”

Verlie McCann
Leeds Children’s Charity

PRESTIGE COURT

 

RESULT: 70% OCCUPANCY WITHIN 6 MONTHS AND 100% OCCUPANCY WITHIN 12 MONTHS.

 

Scenario

Prestige Court were a newly refurbished office provider on the outskirts of Leeds.  They had failed to fill a single office in 8 months of trading and the financial drain of the empty building on the landlord was reaching a critical stage.

Solution

Opportunity Marketing researched and analysed the marketplace and developed and implemented a marketing strategy to attract and convert a high number of clients to the offices.

“Opportunity Marketing helped us to identify our target market and clearly define our proposition.  I am pleased to say they delivered the results within the promised timescales.”

Pat Gilligan
Prestige Court

STAY SOURCED

 

RESULT: 45% SALES GROWTH OVER THE LAST 3 YEARS.

 

Scenario

Stay Sourced had been trading for three years within very difficult market conditions where many companies had been going out of business.  Stay Sourced were growing at a slow rate (6%) and were relying purely on referrals for new clients.  They needed to be proactive in order to achieve their ambitious growth plans.

Solution

Opportunity Marketing created a marketing plan, which clearly defined how Stay Sourced should be uniquely positioned in the marketplace and how to create a pipeline of new clients in addition to the organic growth it was achieving.

“We are delighted with the results Opportunity Marketing are achieving and, put simply, over the last 3 years, they have become our marketing department.”

Ben Rosenberg
Stay Sourced

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