How to use content marketing to promote your business

Google loves fresh content

Content is king — a phrase first coined by nerd-come-good Bill Gates in 1996. Though content marketing had already been around for about 100 years, the idea seemed new at the time.

It’s become a little cliche these days, but the fact remains: Content is king. Why? Simply because good-quality content is the single biggest driver of traffic to a website. On top of that, it’s  what keeps people coming back.

What is content?

Content comes in many forms. For me, as a copywriter, it means

  • web pages
  • blogs
  • case studies
  • advertorials
  • white papers
  • press releases
  • e-books.


Of course, there are other forms like

  • videos
  • photos
  • music
  • mobile apps
  • video games.


All of these kinds of content add value. It’s quite simple: If you want people to visit your website, make it worth their while.

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The starting point

Regardless of what your business is, you must start with good-quality web pages. I mean pages, like Home and About, that explain what you do and why people should spend their hard-earned money with you. These pages form the foundation on which to build a content-writing strategy.

Keywords are important. Before you write anything, research them first. Work out what  words and phrases your clients use when looking for your kind of business online. Once you’ve established this, you can use them in your copy. For more information on key words, read my post How an SEO copywriter writes content for Google.

Regular content

Once you have built your foundation (good-quality web pages), you need to think about ongoing content. Google loves fresh content, so it’s important that you update your website regularly.

So what content should you create?

Well, I’m a copywriter, so it makes sense to write a blog. I could (and should) write case studies, white papers and release videos too. However, there are only so many hours in the day. Maybe I need a copywriter.

It comes down to your type of business. Here are some ideas:

  • Musician: Write a review of each of your gigs. Post videos of live performances. Post new audio recordings. Post new photos.
  • Business coach: Write case studies and white papers showing how you’ve helped clients. Write blog posts with useful tips on how to be successful in business. Get published in external publications. Create a video version of your blog with useful tips.
  • Insurance broker: Write blog posts covering the state of the insurance industry. Create a monthly newsletter with useful tips. Write a case study showing the process a client went through at claim time.
  • Manufacturer: Write product reviews. Create a case study showing how your product added value to a client. Create a white paper giving in-depth information on your product.
  • Tourism business: Write an advertorial describing a holiday package. Write blog posts with useful travel tips. Post video of tourist destinations.


The possibilities are endless…

Social media

For me, social media is the single-biggest source of traffic to my site. It can be for you too.

There are multiple social media sites to choose from, so you must understand which sites your clients use. I write about this in A guide to five social media sites.

Once you have established which sites to spend your time on, you must be consistent. Put aside at least half an hour each day.

How does it work?

Well, you post links to your material and share and comment on other business’ material that is relevant to your target audience.  Social media is all about building relationships, not just ‘likes’. Recently, I came across a blog post explaining the 4-1-1 rule, which I think is great. This rule states that of every six posts you make on social media

  • four should be from other relevant businesses
  • one should be your own material
  • one should be a sales offer (Free web-copy audit, for example).


What do you think? Please share if you found this useful. I look forward to your comments.

Related posts:

How to get found online

What is content marketing and why is it powerful

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