Home > Blog > What every small business needs to know about content marketing & generating leads on Google
There's a lot of noise out there about "Online Marketing" and "SEO" (Search Engine Optimisation), and how it's vital that you adopt it, take it on, buy it, deliver it in some way. But… what exactly IS all this stuff, and why should you bother? (More importantly, have you even got the time!?). With almost all of our clients that have taken up our Content Marketing program, the main drivers were: - The understanding that they need a strong presence online, with credible content, to generate leads and grow their business - The lack of in-house capacity and expertise to make it happen The landscape of marketing is ever-changing, and no element of that landscape has changed faster than that of the online world. Only a few years ago, "online marketing" consisted mainly of "link building" (building up links, many of dubious quality) back to your website to score "Google Points"), and "Pay Per Click" (the process of placing ads through Google or similar search engines, and paying for every click you receive through to your website). In 2013, for a truly sustainable online presence, that gives you real credibility and generates RELEVANT traffic, you need to be stronger than ever in one particular area: CONTENT. What do we mean by content? We mean strong copy across your website (of course), but more importantly an intelligent, relevant and active "voice", via your website, blog, social media profiles and email campaigns, all based around engaging and insightful blogs, articles and resources. All of these things appeal to your two biggest targets:
Google loves websites that are updated frequently with genuine, relevant, content (e.g. a Blog), and your prospects love to read, share, like, comment on, and be inspired by, engaging and relevant blogs, articles, info graphics etc. By establishing a strategy and a plan for the creation of such content, and the promotion of it, you create a sustainable, long-term method for building your online presence, attracting the right audience, and generating leads for your business. It's all about creating professional content, then optimising and promoting that content in the right places, and in the right ways. 
My Cousin's Uncle's Nephew's Neighbour is a Social Media Guru… We have seen many so called Social Media experts come and go. Concerning themselves with how many “Likes” they have, or overcharging for Designing Twitter backgrounds. Meanwhile, we’ve been focused on the important part: Content. And we recommend you focus on the same. At LTF, every one of our bespoke Content Marketing programs, includes a monthly interview with Chris, our resident Blogging Consultant. This results in professional, engaging, search optimised, articles being written on your behalf, and with your brand/voice, and then shared and promoted via your website, blog, social media channels, email marketing activity, and other related web publications. What do I Actually Need to DO Every Month, Then? We recommend the following activity on a monthly basis, to support your overall online marketing strategy: (This assumes you already have a strong website, and the beginnings of a Mailing List)
But as with anything, the key is BE CONSISTENT. Commit yourself to the level of activity required, and build in a process to ensure it happens every month (or outsource it altogether). Check out a couple of client Blogs, to get a sense of the kinds of content you can create consistently if you focus on it: The Pecan Partnership ClearView Traffic OK, But What About SEO? Of course, SEO (Search Engine Optimisation) is still a key part of maintaining a strong online presence, and that's why it still forms an important part of our content marketing programs. If it’s one of our websites you’ve got, then it will have a good standard of “SEO” (Search Engine Optimisation) right off the starting blocks, but SEO is something that requires ongoing effort and investigation. At LTF, we offer a clever, yet practical, approach to what can sometimes be a bit of a “dark art”. We recommend spending an absolute minimum of 1 full day per month on testing, optimising, copywriting, link building, and re-structuring your website to the benefit of your search result rankings (Basically, how close to the top of Google you appear for the most important search terms). You need to study your top three competitors on Google, then “race” against them, continually checking a number of key metrics and taking the required actions to increase them. Reporting is key, you'll need to review a comprehensive report, at least quarterly, if not monthly, detailing what you’ve done, how it’s affected your website’s search ranking, and what you need to do more of or less of. There are no guarantees in SEO – anyone that tells you otherwise is being dishonest with you. SEO can be complex and confusing, and it's easy to set unrealistic expectations for yourself. The important thing is focus. Focus on your top 3 search terms you want to be found for, make sure those terms bring a decent amount of traffic (you can do this by using the fantastic "Keyword Tool" from Google). How Can I Learn More? 
If you are interested in learning more about Content Marketing, LTF can deliver a Digital Marketing Workshop to you and up to 6 of your colleagues. Designed to provide insights into some key areas of the digital marketing landscape through a mix of theory and practical content. Previous attendees have found it both inspiring and informative, rating us an average of 8.9 out of 10 across the board. The Digital Marketing Workshop is a highly insightful mix of Theory and Practical on key digital marketing elements, built on over 10 years experience in the online world. Designed to inspire and motivate your team, and provide insight and practical training. Good luck, and focus on Content and you'll be fine ;0)
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