Angelfish Marketing Blog

You already know the benefits of content marketing, right? As buyer behaviour continues to change, content marketing has emerged as a preferred way to build long-lasting relationships with potential customers over time. In fact, as the UK enters its fourth week of lockdown, this is more true than ever before as customers across the world consume record-breaking amounts of content. And it is these relationships that lead to sales, with content marketing having been proven to generate over three times as many leads as outbound marketing, all the while costing a whopping 62% less.  

If your business doesn’t have a blog, it might be time to reconsider. 55% of marketers say blog content creation is their top inbound marketing priority and B2B marketers who use business blogs receive 67% more leads than those who don’t. What’s more, marketers who prioritise blogging efforts are 13x more likely to see positive ROI.

In today’s world of Inbound Marketing, blogs are the ultimate means of attracting leads to your website. According to HubSpot, businesses that write and post blogs regularly get 55% more visitors than those who don’t, so if this isn’t something you’re already doing, then there’s no question that you should start!

This might be a shock to read, but:

In today’s world of inbound marketing, content alone is not enough.

Yes, you read that correctly!

Although content reigns supreme as the king of inbound marketing, there’s one very important thing that it still requires to succeed; and that is brand voice.

In a world where content rules as the king of inbound, the pressure to offer your customers exciting and engaging content as part of your website content strategy – whether that’s in your website copy, in blogs, or even in videos – has been ramped up more highly than ever before. And there’s nothing worse than being all too aware of this pressure, but simply finding yourself staring at a blank document, unable to get any words out, let alone coherent sentences.

What is a target audience?

Whatever product or service you and your business provide - whether you’re a recruitment agency, shop owner, travel company, or something else entirely - you will have an ideal target audience of consumers. By definition, a target audience is “a group of people defined by certain demographics and behaviour.” These demographics could include anything from age, gender, where they live, what they do for a job, interests, relationships and so on - and it’s really important for the success and future of your business to ensure you know your target audience inside out.

If you're a business owner, you should already know that having an attractive website is essential if you want new customers and clients to find your business and purchase your products or services. But there's more to having a strong online presence than simply putting up a couple of pages about your business; you should also have a blog in your marketing plan for several reasons, including improving your SEO and the overall effectiveness of your online marketing. 

The challenge

Five months ago, we started working with a recruitment consultancy, M&E Global, who specialise in subcontracting work for the defence industry. Over the past 20 years, they’ve been offering a range of project solutions, supporting various global military contracts. They take a well-rounded approach to recruitment, not only finding their candidates jobs but also supporting them throughout the entirety of their contracts. This holistic approach to recruitment is what makes M&E unique, working closely with both candidates and clients so that all parties get exactly what they need.

Continually writing creative content can be exhausting, especially when you’ve got a department to run. The writing process takes up so much time - from topic creation to final draft, there are a lot of steps involved in creating just one piece of content. But as a marketing manager, controlling the content your business outputs is absolutely essential - after all, you need it to pull in the right customers for the company. However, when you throw in planning and running a successful SEO marketing strategy to the mix, you’ve suddenly got a lot of pressure weighing on your shoulders and a lot to control.

To have a successful SEO campaign strategy, you need to be producing helpful content for your target audience. This means creating relevant and engaging articles that are optimised for search engines and targeted specifically to your buyer personas. Easier said than done, right?