A simple definition of content marketing is:
the practice of creating content and publishing it on your website to attract visitors who eventually become customers.
A solid definition, yes, but one that needs some clarification:
Content marketing is a long-term strategy, based on building a relationship with your potential customers, by consistently giving them high quality, relevant content.
In contrast to one-time advertising, content marketing shows that you actually care about your customers and more than ever, customers want to feel cared about
To reach, engage, and convert new customers for your business, your content has to be something people actually want.
And to be truly relevant in today’s crowded on-line universe, a content marketing piece needs to get noticed when a user is asking a question. Your content piece needs to be the best answer to the question being asked
Add Content that Answers Your Customers’ Questions
When you start considering how you can add more content to your website, think about all the different questions clients typically ask you.
Every time you have a conversation with a client and explain something to them, that’s your content.
If you’ve put together your Marketing Kit (see Blog post here) you’ve already created a list of FAQs (frequently asked questions) and SAQs (should ask questions). That’s your content. You’ve done some of the hard work already!
How well does your online content answer questions your potential customers are asking?
Your ability to helpfully answer questions not only
(1) assists your audience, but also
(2) helps your SEO because search engines view sites that give satisfying answers as valuable. Google pays serious attention to answering questions that people type in the search box.
Google now offers two ways searchers can find answers.
We asked “HOW MUCH ARE CUSTOM KITCHEN CABINETS?” (We also asked “how much are kitchen cabinets?” and got the same results.)
Both of these answer and question features are displayed prominently in the search results – after the ads, of course -- giving those “answer” sites huge exposure.
The only way to get featured in an instant answer or related answer is to ask and answer these types of questions on your own website and social media sites.
Use the questions people ask for your blog inspiration.
The questions in the “People Also Ask” box above look like good blog topics, don’t you think? At the very least, they deserve space in your FAQ’s and SAQs.
They are just a teaser to get your brain started thinking in that direction. Here are some other suggestions based on search queries:
There are many other topics that can be expanded into blog posts that answer consumer questions such as these.
Google provides another source of ideas: use the drop-down list when typing a question in the search box
Below we asked “HOW TO CLEAN KITCHEN CABINETS?” You can see related questions other people asked -- all good blog ideas.
By making questions and answers a major part of your content marketing strategy, you get an opportunity to
Not bad results for simply writing down the answers to questions you get asked all the time.
Most small business owners don’t think they can come up with enough content and or know how or where to publish it.
If managing your content marketing strategy seems overwhelming, the Kitchen Design Partner team is expert content marketing specialists. They help their clients publish great content on their website and in other places on the internet.
To start off, do not confuse Facebook analytics with Facebook Insights.
A Google search of “Facebook analytics” produces results filled with the names of software companies eager to sell you a program that will chew up your Facebook user data and spit it back out in reports and graphs and other statistics. For our purposes, none of this is necessary.
Facebook Insights gives you all the information your small business needs about the activity on your business’s Facebook page. Insights lets you keep track of what’s going on with your Facebook page: who visits, who likes your page, who un-likes your page, what time of day people liked your page – it goes on and on. Using Insights, you can track user interaction with your page and allows you to monitor the number of active users to understand and improve your page’s performance.
Facebook Insights is FREE. Insights gives you all the software reporting you will need (at least until your page “likes” reach into the thousands), in a format easy to understand. And the data can be exported to Excel if you want to see the numbers in a different format or if you want to save a snapshot of what happened the week of July 9 and then compare it to what happened the week of July 24.
Facebook reports are updated regularly, in real time. Want to know which of your posts got the most views? Find out using Facebook Insights. Curious about the time of day most of your visitors come to you page? Insights will tell you.
Click on Insights Tab to Open
Insights can be found on the top of your Facebook page. Click on the Insights tab to open.
Once you click the Insights tab, the first thing that appears is the Page Summary for the last seven days. Below is an example of activity from a small business.
Insights gives you data about “organic” and “paid” activity. (“Organic” in this instance refers to activity on your page that just happens, not anything you do to make it happen, like promote or boost the post.) There is no paid activity to report for this page.
When you are inside the Insights section, the menu that appears on the left side of the page gives you all the available options.
Each one of these topics, i.e., “Promotions,” “Followers,” etc., opens a report using data based on your page activity.
You can click through each one and determine the information most important to you.
The PEOPLE Tab
The PEOPLE tab from the Insights menu provides especially interesting information.
Look at this bounty! Number of women fans, number of men fans, what percentage falls into various age groups, what country and city they come from, and what language they speak.
Why is this information useful? It’s good to know where your fans are located and how old they are. In some of our other blogs we’ve talked about the importance of knowing who your ideal customer is. Facebook Insights will tell you if you’re reaching this group.
<<For additional info on determining your ideal customer, see our blog from 5/11/17 "What's a Referral Plan and Why You Need One." >>
The Overview Tab
The Overview tab brings up some intriguing data. We especially like the “Pages to Watch” graphic. You can specify your competitors and Facebook will show you the responses their posts get. Interesting!
By monitoring activity on your page, you can create posts similar to the ones that performed well. You can post at the times of day when your fans are online and likely to see what you’ve put up. You can keep an eye on how your competitors’ posts are doing, and if they’ve done something you like and that has performed well, there’s nothing wrong with borrowing an idea and tailoring it to your business.
Once your fans number in the thousands, you can start to think about buying one of those Facebook analytics programs to help manage the data, but until then, Facebook Insights is all the reporting you need.
And remember – every day is a new day. Keep checking back.
Kitchen Design Partner is there for you if the prospect of working your Facebook page is overwhelming. KDP takes on all aspects of keeping your wall interesting and relevant. <<Check out KDP's social media management programs here.>>
Kitchen Design Partner
We've got the insider's perspective on what it takes to build the most successful kitchen and bath design businesses in the country.