2020 Content Marketing Tips - 1

As businesses and organisations, we all have to produce some form of content online. We have to produce content for our websites, for our about pages, for articles and blogs and for posting all over our socials.

We know that content creation is essential to any marketing effort, in any industry, not only in the built environment. "Content is king”, coined Bill Gates in 1996 after all. So it should come as no surprise that a focus on quality digital content can increase engagement for your organisation both online and offline. 

Is content marketing as straightforward as it seems for you, or does it seem like some sort of dark art? It’s never too late to get on top of your content marketing plans. Get started by trying out some, if not all, of our top tips to improve your practice’s content marketing strategy.

But first, let’s begin by establishing the definition of content marketing below.

What is content marketing?

Hubspot, the popular marketing platform uniting service software, education, and community describe content marketing as “the process of planning, creating, distributing, sharing, and publishing content to reach your target audience.”

It’s important to invest in your content marketing strategy in order to improve brand awareness, connect you with your target audience, as well as engaging new prospects and collaborators. 

Types of content marketing you can use

Content marketing is an indispensable tool within digital that can educate audiences about your products, services and interests through various channels. It most importantly fosters the brand-audience relationship, an on-going effort with long-term results. 

The main types of digital content marketing used include social media marketing, blog content marketing, video content marketing and even podcasts, like this example, a weekly podcast by the Business of Architecture.

20 top tips for successful content marketing (1 - 10)

All in all, content needs to be marketed efficiently to increase the potency of any message. Content also needs to build a relationship. But how do you get started? Here are 20 rapid-fire tips to get you thinking about your wider digital strategy in 2020.

1. Carry out a content audit

A content audit takes a look at all your digital content. It assesses any strengths or weaknesses. Get into the habit of conducting annual content audits to discover any insights, big or small, into your content marketing strategy.  

2. Know your audience

Familiarising yourself with your target audience or ‘buyer persona’ is a valuable next step. Who will you serve with the content you provide? Is your content targeting students, suppliers, developers, or all? Learn more about buyer personas here.

3. Be authentic

Above all, content should work to build lasting relationships. Timely, consistent and authentic content wins the trust of your audience and Google prizes this highly.

4. Create regular content

Keep content fresh. By consistently creating content that is engaging, educational and invaluable to your target audience, you improve your brand visibility online.

 5. Quality over quantity

Consistency is key, but with that said, a focus on more quality content will ensure that your key messages resonate with your audiences.

6. Focus on your tone of voice

Tone of voice is essential to any written content. Whether friendly or informative (or both!) the unique personality you inject in your brand’s voice portrays who you are as a practice.

7. Be concise and be specific

Create easily digestible content for your audiences. Due to waning attention spans, brevity tends to be most effective online.

8. Check your grammar

Call the grammar police! Search engines want to deliver authoritative results free of any misspellings or grammatical errors. Use spell check or online checkers like Grammarly to avoid this in your content. 

9. Diversify your message

The more diverse content you deliver, based on your target audience’s preferences, the more time they’ll spend reading your content online. 

10. Repurpose used content

Stuck on new content ideas? Then repurpose used content, already posted and talked about projects and case studies. You might find a new angle to explore... 

And there you have it; our top 10 tips that can improve your content marketing in 2020 and beyond. Stay tuned for the next blog where we will identify 10 MORE top tips.

If you have made it this far, the key takeaway is- what you convey through your content forms an impression of your organisation or company brand. Creating more and more content that is informative, useful and engaging to your audiences is vital. Take our word for it.

Which of the top tips will you be implementing?

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Need more focused help with any of the top tips above?

Get in touch with us directly as we can provide you with tailored marketing and communications support.