Among the tools for advertising a business, one should also take into account the promotion of a company's website through content creation. But this tool is rather ambiguous and may seem very unproductive.
Ordinary advertising is understood by its customer very simply: we pay money -> we get new customers. With content marketing, this is not entirely the case. The order-article-clients scheme takes much longer to appear, and the income growth will not be very noticeable. However, this method of promotion has its merits, which cannot but be appreciated upon careful analysis. Let's take a look at some of the problems of content marketing, which, with the right approach to solving them, should turn into additional ways to grow the customer's business.
Choice of performer
Before hiring the author of the materials, it is worth considering his role on your own. Perhaps you need fascinating materials that will be read with interest by everyone, even casual visitors, or maybe your goal is narrow specialists? In order not to create graphics and texts at random, at the risk of wasting money, a preliminary analysis of such an advertising campaign will be very important.
Content creation challenges
The approach to content creation should be as conscientious as possible. You cannot leave this stage at the mercy of the performer, even if he is carefully selected and very experienced. No one is able to quickly see a specific business from the inside, to understand its specifics, the subtleties of doing business. The role of the consultant and the second editor should be performed directly by the owner (director, manager, that is, the person who is maximally involved in managing the case). It is worth involving in the creation of materials and someone who is a good specialist in the company (engineer, designer, etc., depending on the type of business).
Useful advice: from personal experience, I want to note that in the process of work it is worth listening to the advice of a content creation specialist. Describing your business in detail, your opinion about promotion through content is only half the battle. An outside perspective can help make an advertising campaign much more effective.
Customer misunderstanding of the meaning and scope of content marketing
High-quality content marketing cannot provide an instant increase in the company's profits, but it forms its image in the face of the most picky buyers (in this way, company employees can turn into the best experts in their field). It removes the fears of future customers or partners, forms their high trust, simplifies communication (in particular, if social networks are used).
Useful advice: It is not necessary to update the site content one time, you need constant work in this direction.
It should also be borne in mind that at first the increase in visitors to the site is insignificant, but, most importantly, this effect will accumulate over time.
