Image: Majunkz
Image: Majunkz

If you want your content marketing to achieve the goals and ROI your team have set out, you need to be thinking about more than just the words of your article and consider also the structure you slot them into.

Great Expectations

What you say should enlighten your audience or inform them of a something new. But the way in which you say it should not require them to make any extra effort in order to understand your message.

When people look for content for their website they are generally have an expectation of what the established verticals are.

1. Online News

2. Blogs

3. Landing Pages

4. FAQs

5. Newsletters

6. Interviews

This is just a quick list of some of the most common enquiries that Newsvend gets on a regular basis as a content agency, there are of course others. The key here is that these are the types of content that audiences expect to find online and as such they tend to be the most easily digestible.

By ensuring your content conforms to an expected format, you remove one extra barrier and help your audience to engage with you and your business. So if possible see if your content can slot into a common template. If you’re unsure about this or would like to see some examples, please get in touch for some samples.

White Space

Whatever form your content takes, white space is important. Don’t even think about hitting publish on that 1,000 word essay formatted into just three paragraphs. Break it up using pictures, bullet points and paragraphs and give it some structure!

Use Text Tools to Highlight Important Points

Use the tools you have at your disposal such as underlining, italics and bold text options. These simple formatting tools help ensure you can still engage with skim readers. For example, bold text on important sentences allow someone to skip through the article and still gather the meaning.

Clear Calls to Action

And finally, make it easy for someone to find your call to action. Don’t hide it away but equally don’t let it interfere with the message your content is delivering. Simple, clear and direct will do the trick.

For too long there has been a perception that big marketing investments are only available to the biggest businesses with endless budgets. Content marketing breaks this trend and is in fact one of the most accessible forms of marketing out there, one that is being used more and more by start-ups and SMEs across the country.

We’re taking a look at three of the most affordable ways to get started in content marketing, proving that what you need to succeed in this game is great ideas and a clever strategy and not an endless pot of gold.

1. Careful Planning

time-273857_1280

If we could offer one top tip to keep costs down for content marketing it would be plan everything! Obviously you’re going to do this with all areas of your business and marketing when possible, but there is a tendency to view content marketing from the creative angle and refrain from over-planning matters.

Yes, successful content marketing has a very strong creative element to it, but if you allow it to happen as and when the mood takes you or your team, you will reduce your chances of success and increase your costs.

2. Regular Content

cms-265127_1280

Part of keeping content marketing affordable is ensuring that what you do spend has as a strong return on investment (ROI). Without this, you risk spending more to try and reach goals you could have reached with a lower investment. So if you need to maximise your ROI, after planning, the next best thing you can do is to maintain a regular stream of content updates.

If you can only afford to deliver on one form of content marketing and you can only afford to update it twice a week, that’s fine, just make sure you keep doing it twice a week for at least three months instead of three times a week for the first month and then once a month from then on.

3. Analysis

mobile-phone-426559_1280

Analysis in this context simply means don’t spend money you don’t need to spend. Check what is and isn’t working for you on a regular basis and review your approach to refocus spending on revenue-generating verticals and stop wasting cash on other forms of content that just don’t work for your particular audience.

 

Content marketing doesn’t have to be expensive, but to do it successfully on a small budget requires everything to be thought through and accounted for.