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Content to gain more attention, leads, and customers

How do I design my content in such a way that I win the interest and trust of customers? Learn how to use content marketing to generate traffic and requests on your website on a permanent basis.

Why is content becoming more and more important for businesses?

If you need a specific product or service, the first thing you do is head on over to Google. This makes visibility on the net incredibly important. If you want to avoid expensive ads, it is best to rely on good content that will help you climb to the top the search every time.

What is content marketing and what does it look like?

Content marketing means that you provide your potential customers on the web with informative, useful, consultative or entertaining content, which in turn lets them know about your company, products and services. This can be done via classic website texts, blog articles or one of the following formats:

  • How-to Guides
  • Checklists
  • Webinars
  • Social Media Posts / Memes
  • GIFs
  • Photos
  • Animations
  • Longer videos (i.e. YouTube)
  • Podcasts
  • Infographics
  • Whitepapers
  • Case Studies

This content should be relevant for both search engines and your customers. Which content formats are best suited to your products and services? Choose them wisely and successfully apply them to your marketing strategy. You should also consider which languages you’d like your content to be available in. Every target group expects texts in their mother tongue. Attractive images, informative graphics and videos should also feature. And don't forget: Captions and alt-tags also need to be translated if you want to appear internationally.

Multilingual marketing using computer support?

CAT tools deliver good, free translations. At greatcontent, with the help of (human) post-editors, we remould the translations into brilliant texts, which inspire the readers in their respective mother tongue. Using machine and human collaboration, we can offer texts in more than 30 languages - with fast delivery while maintaining a high standard. But of course we can also offer classic translations exclusively by human hand, localisations with colloquialisms, or even completely newly created transcreations, which native speakers tackle using your tailored brief.

What are the most important things I should look out for when creating my content?

Long or Short Content?

No matter what form your content takes, the most important rule is: Do not spread inferior content. It's not about quick clicks, it's about sustainable traffic. Only post something on social media if you really have something to say. When it comes to news, blog articles or any other new content on your website: Only publish high-quality content that adds value to your potential customers in the form of useful information or entertainment. Readers will soon thank you if you can help them crack a smile, or grab with informative texts: You create trust in your brand or company, attract new customers or bind ties with the existing ones.

And when it comes to search engine optimisation, you don't need to add new content to your site every few days. If you produce really high-quality long content at greater intervals, it has a much better effect on your ranking.

Who are your target audience buyer personas?

In order to determine which content will really interest your users, marketing experts will first get a comprehensive picture of your target group(s). They will develop a “buyer persona” to vividly portray their findings.

They design a fictitious person that represent each target group, and record all relevant demographic and psychographic information in a kind of Plant-Profile:

  • Age
  • Occupation and income
  • Marital status
  • Hobbies
  • Interests
  • Aims and values,

When you can picture the fictional person, it’s much easier to produce relevant content, because you know exactly who you are writing for.

Multilingual content using translation or localisation?

Before you start writing your texts, it's a good idea to think about which languages you want to cover. Thanks to CAT (Computer Aided Translation) tools, texts can be translated in no time.  Human post editors will correct any grammatical errors, or misused words and phrases that the computer might have used. Alternatively, we can also offer you transcreation, i.e. our copywriters create a completely new text based on your briefing. This way, localisation is directly guaranteed, which takes into account linguistic and cultural differences on the ground.

How to achieve concrete goals with content marketing.

The most important ingredient for any good strategy is clearly defined goals. This also applies to content marketing. So before you can design a concrete roadmap, you first need to analyse what you want to achieve. You increase the likelihood of achieving your goals if they are verifiable and SMART:

  • S = Specific (specific, that is, your goal should not simply be "more success", but for example "more revenue")
  • M = Measurable (measurable: Choose clear and quantifiable key performance indicators)
  • A = Accepted (objectives must have a recognisable meaning in order to be accepted by all parties)
  • R = Realistic (realistic, feasible; the goal must be achievable)
  • T = Timebound; (you should specify a time when the goal should be reached)

SMART targets that meet these requirements and can be implemented with content marketing include:

  • Increased traffic
  • More leads / more conversions
  • More qualified leads / higher lead quality
  • Higher turnover

Content marketing has started, I've published my articles.  What happens next?

Content Promotion?

If you want to improve your Google ranking and attract more visitors to your website, you need to promote your content! This means you need to make your content accessible to the large audience possible.

What are the methods of PESO model in relation to content marketing?

There are four methods, whose initials spell out the Spanish current - because money is what we are all here for, isn't it?

P like Paid Media

Paid traffic via Facebook or Google Ads etc.

E like Earned Media

Literally: Deserved media. If your content is so good that bloggers, the press or influencers report on it, you have earned the attention, so to speak. Your content will be promoted without you having to do anything about it yourself.

S like Shared or social media

Your content is well received on social media, shared, liked and commented on, and you gain attention from this.

O like Owned Media

You have your own media channels through which you distribute your content, for example a newsletter, blog, etc.

What do you need to do to share your content on social media? 

The key word is real added value. If your content is informative, entertaining or amusing, you've done everything right. If you get likes and people interact with your content, this in turn strengthens Google’s "trust" in you. This improves your ranking and at the same time your website becomes better known and your company or product is perceived as a brand

Evaluate, analyse and customise KPIs

Regularly analyse your site data, and think about what you can do better in your content marketing. Indicators and KPIs in relation to the content are, for example, the length of stay on the pages, the bounce rate and the course of a session. In concrete terms, this means: Which page do users use to get to your website first, where do they click next and where in the content do they leave the page? This data shows how well which content is performing, which articles are clicked on and shared particularly often, and which sources are used to obtain traffic. There are important tools that you can use for this, for example, Google Analytics.

Contact our content experts!

We were born with good content. We know how to create successful content marketing strategies and create your content with the support of over 30,000 linguists worldwide. With the support of CAT tools and flesh and blood post editors, we scale your content creation in over 30 languages.

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