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This blog discusses why ministries, churches, hospitals, social entrepreneurs, and businesses need to utilize content marketing. Bounce Marketing will share the types of content, how it works and content rules are reviewed.

By consistently posting content of interest to your target audience, you position yourself as an expert.  By being a subject matter expert, you can give visitors to your site a reason to return time and again.

Content marketing is the not a popular buzzword like blogging is.  The difference is blogging can be used for sharing personal views and opinions vs. content marketing is meant to used in a more professional sense.  Because of this many blogs site have implemented ‘no follow’ labels in the source code of the site to stop people from seeing the personal blog posts on family events and other such activities.

Content Marketing to me is blogging on a professional level, but what does it actually mean, and why does your business, church or ministry website need it? What if you don’t know how to generate content, or have time to deal with this latest in a seemingly never-ending stream of things you “must” do? These are questions business and ministry leaders are asking marketers frequently, so we’ve tried to answer a few of them here for you.

Why You Need to Publish Content

Content in the context of inbound marketing is defined as the material you publish online, in places such as your website and your social networking profiles. Content is NOT advertising copy. For your content to be an effective ministry marketing tool, for example, it needs to offer information of value to your membership, such as news, events and information. The consistent publishing of fresh material to your business or church website (blogs, for example) is a primary outreach marketing tactic, used to improve your site’s searchability, as well as tell your story. By consistently posting content of interest to your target audience, you position yourself as a subject matter expert, and give visitors to your site a reason to return time and again.

Types of Content

In today’s online marketing world, multimedia content is very popular, with business owners making the most of technology to produce a mix of material for their sites. Some of the content types in use are:

  • Pictures
  • Videos
  • Blogs
  • Press releases
  • White papers
  • Case studies
  • Podcasts
  • Slide shows

Although the quality of your material is critical, you don’t need to be an expert in technology to generate content. You can get copy written for your site fairly inexpensively, for example, or record interviews with satisfied clients, using your smart phone and post them online via YouTube.

How it Works

Content marketing works by providing fresh material for the search engines to index, thereby keeping your website in the queue that feeds the search engine results pages. By publishing updated information on your website, you continually have something new to offer your current and prospective customers, as well as information to post on your social media profiles. This raises awareness of your organization and its products/services, differentiates you from your competition and helps to position you as a subject matter expert in your field. It also enables you to engage directly with people interested in your offering through online networking.

Content Rules

When posting content on your website:

  • Don’t make your content into a sales pitch.
  • Focus the content tightly on your target audience.
  • Use keywords 
  • Avoid industry-specific jargon.
  • Include customer testimonials when appropriate
  • Share pictures or videos that support the written content

Remember, don’t make your content into a sales pitch. There are sites out there that still take this approach and sometimes it works but sometimes it does not.

Here are some examples of both good and bad content:

The Good – A blog which offers regular, weekly posts with keyword-optimized, useful information, great images and subtle calls to action is effective.

The Bad – A blog with frequent posts that duplicate the previous one, full of sales pitch, bad grammar and punctuation, and poor headlines is ineffective.

One of the underlying principles of getting to page 1 of Google search results is to consistently publish content that is fresh, interesting and educational in nature.  Want more help? Connect with us at 386-734-9600 | bouncemarketing.org

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