How to Use Content Marketing to Promote Your Business

You may have heard the expression “content is king” in the world of digital marketing.

Referring to the use of content to attract and retain customers, content marketing is a strategic marketing approach that is a must for any modern business. 

If you are new to content marketing, you may be interested to find out more about how it can be used to promote your business. 

With the ability to increase online visibility, generate quality leads, boost customer engagement, and make your advertising budget go further, read on to discover four ways to use content marketing to promote your business. 

Launch your own blog 

When you mention content marketing, the first thing that springs into peoples’ minds is blogging. One of the most popular forms of content, blogging enables you to market your products and services in a highly engaging and effective way. 

If you do not yet have a blog for your business, the first choice you need to make is which blogging platform to use. Most commonly, beginners use WordPress as this platform is free and easy to navigate. 

The most notable benefits of blogging are:

• Increased brand exposure 
• Lead generation 
• Higher SEO rankings 
• Increased customer value 

You can write about pretty much anything in your company blog as long as it is related to the products or services that you provide or the industry that you work in. For example, it is a great platform for sharing your achievements, such as any awards you have received, a charitable donation you have made, or plans for your corporate responsibility strategy. 

Post on social media 

Content marketing and social media marketing go hand in hand, which means you need to make sure that your social media presence is as strong as it can be. 

It is not enough to simply have business profiles on all the most popular social media platforms; you need to be actively engaging with your followers. 

There are several tools you can use to help your business to make the most of social media, including:

• Google Analytics which enables you to determine consumer behavior online 
• Google Trends which can help you to generate content ideas 
• Buffer which is a social media management tool that helps with scheduling posts 

Start an email newsletter

Email marketing delivers the best return on investment out of all digital marketing strategies and involves sending out timely and relevant emails to drive sales and generate leads.

This is a great strategy for small businesses that do not have a lot of money to spend on advertising, and when it comes to content for your email newsletter, you need to try and make it as personal as possible. 

Some of the ways that an email newsletter can be used to promote your business include:

• To promote sales, deals, and special offers
• To distribute coupons and promotional codes
• To share new products or services 
• To increase customer value 

Build a content calendar 

If you want your content marketing efforts to be successful, you need to be creating content consistently across all your chosen channels, such as on social media, in your blog, and on your website.

Unfortunately, this can be easier said than done, especially when you are trying to juggle all the other aspects of your business. There are many benefits to using a content calendar, including:

• To organize all your content in one place 
• To identify any gaps in your content strategy 
• An overview of your content plan