interest
The pros and cons of updating to the new ‘X’ Twitter logo
The new twitter X logo is advised to be an ‘interim logo’ download an SVG here.
August 1, 2023
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digital marketing CREATING WEBSITE CONTENT
Advice, Resources and Services for digital content
The process of content creation and creating website content is an increasingly complex discipline. Not least due to the amount of digital noise that increasingly exists through the evolution of the WWW.
You will find extensive resources and top tips on this site designed to help you both analyse the state of your content and group content into clusters – ‘content Clustering’ is a well-known technique developed by HubSpot which allows you to create and build topically related pages. I have further included a technique – ‘The SEO colour wheel’ which takes content clustering a stage further and allows you to segment your website content according to intent and aligns it to both market and brand factors. It also allows you to get a clear visual on what areas of content you need to build-out or possibly cut back or merge.
You may also want to take a quick look at some content topic ideas that are relevant to most business types.
MARKETING RESOURCES
services
Unlocking Success: The Power of Digital Marketing for Small Businesses!
Quick Links Making your digital voice heard Digital marketing is something none of us can escape, whether
July 28, 2023
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informative
Google Analytics Training, Reports and Consultation
Top Tips for getting to grips with google analytics training, GA4 property configuration and additional links and resources provided to check and book training, reporting and consultation services.
July 3, 2023
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informative
Content SEO the planning stages
In order to complete a content SEO project with any degree of success there are resources and stages that you should plan for. Utilise a content colour wheel to create a content marketing plan.
February 12, 2023
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trends
Beyond the influencer, how do we identify trends?
The tools and data available to us is extensive and with proper insight can lead us to new markets and social sharing, it can heighten brand messaging and core values.
Marketing is a tricky mix of identity, research, insight, creativity, trends, timing and memorability.
FOR QUALITY BUSINESS
A content strategy has to hinge together with a number of core principles, at the centre of which should be your crucial brand values, the ethos, and tie-in with relevant areas of interest to your end-user.
For example, profiling will allow you to build pictures of your customers, what other lifestyle interests, what type of homes they inhabit and activities they tend to engage in. By expanding into affiliate areas or topics of interest, you will allow your market reach to potentially increase and this is where content really does become king.
We can all reach customers that are actively searching for a product. However, by that time, certainly, when it comes to quality or premium products, the browser has already built their own criteria and consumed enough information to be able to purchase. However, if your content can catch the eye ‘create a touch-point’ before they have considered a purchase, then you are protecting your growth, you are expanding your future market and can build a funnel for a longer-term.
CONTENT TOPICS
- Breakthrough credentials – new packaging for example.
- The process and stats behind your process, product or service.
- Evergreen topics - recycle and upcycle, continually relevant content.
- Commenting on other companies' breakthroughs.
- Major markets that are developing at a fast pace – for example the huge topic area of electric car ownership.
- News stories that uncover global areas of concern/development.
- Design thinking – those that seek to solve sustainable issues or utilise green tech.
- Desire - the motivation for a purchase will depend on your product type.
- Expert Opinion
Topic areas that satisfy this type of approach are obviously very hard to quantify, however, essentially, they have to provide information, views or thought that is well researched, it may allow knowledge sharing or provide some sort of authentication to values. Sustainability is a good example, it is an area on which many people invest their time and money, they also tend to research and listen to the current topics and developments that are occurring across many market places, whether this is purely as a consumer or for business activities. The content you can create for your business within this topic area are therefore extensive –
Policy and company commitments. Some of the above are very quick, visuals, these provide opportunity for identity and branding to come into play, others a much more time intensive article, which in itself allows further opportunities to engage, others represent the opportunity to knowledge share.
The critical key, as is so often the case, is to ensure it is not ‘sustainable’ for ‘sustainable sake’, unless of course you are a pretentious brand where people purely buy and interact for the sake of pretence.
Once you have considered your topic areas or threads, you will need to build out your content calendar, identifying the key times and days that your consumers are generally active and then micro detailing such as ensuring the images and messaging are observing headline rules, are eye-catching, are in accordance to your brand guidelines, sharable and supported by a landing page. Additionally, in my opinion, something that many tend to over-look is your social media channel purpose, each does a different thing, it is possible to encourage your customers to follow you across all channels – but why would they if you share exactly the same content?
- Podcasts
- Infographics
- Video shorts
- Apps
- Text
- Tools and Widgets
- Specs/worksheets
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Specialist freelance services, designed to fit around your work patterns and budgets across areas of design, marketing and web development.
Whether you require someone to plan your social media schedules, or deliver a comprehensive website content creation strategy. I can work with you to tidy up your brand identity, messaging and product offerings, to achieve a real difference in the quality of enquiries you receive, increasing conversions and performance of your business.
