Great content marketing starts here

Posted by Carol Strachan on 06 December 2017

You’ll find that at the heart of any good digital marketing strategy is great content – but as we marketers know only too well, coming up with great content is a lot easier said than done. 

A crucial part of online marketing success is creating content that’s valuable and consistent when it comes to attracting your target audience and increasing website traffic. 

So here are some of our top 8 content marketing do's & don't's to help you on your way: 

Content Do’s

1. Define your target audience

It’s impossible to create a piece of content that’s going to engage all of your customers. Identifying your target audience and understanding their challenges, needs and wants before writing content will help ensure you stay focused, on topic and relevant at all times. 

2. Communication with customers is key

Customer feedback is an essential way of understanding whether you’re creating the right content. The more insight you have on your audience and how they perceive you, the better able you’ll be to create content that resonates. How? Carry out surveys, engage via social media and initiate conversations with your customers that can help shape content for the future. 

3. A great design 

Having a great design for your website, blog and emails should never be underestimated – an eye catching design will grab attention and showcase your content at its best. Responsive design ensures your site will render perfectly on desktop and mobile devices but it’s important to ensure content is shaped around this. Use shorter, snappier content for mobile devices that’s easily digested for those who are on the go or time poor. Your ultimate aim is to get people to engage with you and make a purchase. If your design is failing you, you’ll have a hard time making people stay. 

4. Think brand

So you’ve written a great piece of content that’s made your target audience sit up and take notice and now they want to shout about you to their colleagues, family and friends.  Great! But if your brand isn’t unique or prominent enough you may just find that the engagement you’ve worked so hard to win is soon lost.  Your brand therefore needs to showcase your brilliance and the use of effective content is an excellent way of creating brand awareness.

Content Don’ts

1. Avoid the pushy sales pitch

No one likes a pushy sales pitch – customers will enjoy a much better experience if they’re armed with all the information required to make an informed decision. A well written blog can work wonders in encouraging people to make a purchasing decision without the use of continual sales talk. The occasional promotional posts should not be discouraged but remember to get a good balance with emphasis placed more on education and entertainment versus promotion.

2. Don’t be tempted to follow the crowd

Following your competitor activities is vital for every organisation; it’s a great way of identifying what’s worked well and what to avoid. However, it’s still important to ensure your content strategy is unique and true to your brand values.  

3. Don’t duplicate content

Duplicating content is a serious business and one that could tarnish your brand and reputation. Duplicate content not only makes your brand look bad, but can also result in search ranking penalties. 

4. Don’t be conceited  

It's good to showcase how good you are but remember customers would much rather you share insight and knowledge that helps keep them informed rather than listening to you talk about your products and services all the time.  Too many promotional posts on your social channels will find you penalised with customers switching off or leaning towards your competitors who offer more in the way of valuable content.  

We're delighted at Unified to have teamed up with leading digital marketing agency Spindogs whose in-house team of content creators are on hand to generate fresh, original copy that will truly reflect your organisation’s brand and targets the right audiences.

If you’d like to find out more, simply complete the form below and a team member will be back in touch very soon.


Carol Strachan

Carol joined the Unified team over three years ago and brought with her a wealth of marketing experience gained over the past 20 years.  During her career, Carol has worked on some really exciting campaigns including the launch of 4G with Three and the Transforming Local Infrastructure project back by the Cabinet and supported by the National Lottery.  With Unified, Carol's role is to ensure everyone knows who we are by shouting about us over social media, writing blogs, creating emails and other marketing communication initiatives she comes up with.  

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