Many small businesses are struggling with lower marketing budgets this year. Copywriter Angela Booth helps them to do more with their current content, so that they can boost leads and sales.
Angela said: “Many companies have good content, but they’re not making the most of it. Instead, they’re focusing on older strategies, which aren’t working as they once did.”
Content marketing strategies: less effective?
Strategies which are less effective today include:
- Creating more and more content for a website, or inundating customers with sales emails.
- A focus on long-form content.
- Targeting high-volume keywords in content.
Although creating more content can be helpful, creating too much similar content is dangerous. One of Angela’s clients reported that they were losing ground in the search engines. He said that older blog posts which used to rank well have dropped in the search results, and puts it down to new content cannibalizing established content.
Several marketing colleagues reported that long-form content was no longer enhancing sales. Angela believes that a lot of long-form content isn’t well researched, and provides few useful insights, making it less valuable.
A focus on keywords can also be destructive, leading to lower search engine rankings. A company owner said: “We’re taking Google’s ‘helpful content’ update seriously—we’re switching to a focus on our clients, and their needs. As far as we can see, this is already paying off.”
Angela suggests that companies can meet their sales targets using content they already have, if they review their materials, and create a content strategy going forward.
Angela can help with advice, and content services.
About Angela Booth
Angela is a well-established professional copywriter, ghostwriter, and author. She offers content marketing advice on her blog, as well as free writing tips and tutorials.