How to Use Content Marketing to Increase a Brand's Reach in Kenya.

Detailed, properly-researched and original content is among the most affordable and efficient ways of building page and domain authorities of a website. Well-researched content establishes a website as a source of authentic information in a particular niche.

Content marketing offers various benefits to a brand. These include improved page and domain authority, increased organic traffic, improved overall reputation and credibility of the brand, increased social shares, and more backlinks.

How can you use content to market yourself?

After producing reliable content, the next step in content marketing is distributing that content to reach the right people. When content is well-researched and long, search engine optimization plays its role in acquiring organic traffic for the content. Nevertheless, a content marketer should also actively push their content out there through the following ways among others: sharing the content on social media and community hubs, such as Reddit threads, Facebook pages, and Facebook groups.

How to Write Content?

Content creation is not about opening a text editor and typing your thoughts. It is more sophisticated. It involves research for information, short and long-tail keywords, and citing peer-reviewed or scholarly articles from sites like Google Scholar or ResearchGate. Research is critical in content creation as it helps gather crucial information regarding a brand's industry, including its target audience and market trends. Additionally, adequate research will help identify what a brand's competitors are doing on the market, helping the brand stay competitive or even surge ahead of the competition in their industry.

Content creation also requires good organizational skills and creative touch. The content creation process involves gathering tons of data and writing about numerous topics, making memorizing each set of articles written cumbersome. Consequently, a proper organization must ensure that all the data collected and the content created are properly documented and stored. Organizing the data will also make it easier to share the content with the clients for approval and upload it to consumers.

Creative content is also necessary as this will enhance audience engagement. A brand's marketing content needs to get packed with critical marketing information. A content creator should ensure that the data gets packaged appealingly to the target audience. Creative ways to make the content interesting includes incorporating well-known anecdotes and jokes or relating the content to specific trending topics within the target industry. With such inclusions, consumers will feel that the brand is relatable and worth interacting with instead of an unreachable entity by its customers.

Finally, all good content should be devoid of grammatical, spelling, and punctuation errors. Marketing content can be informative and creative, but it may not get adequate interaction with the target audience with multiple errors. Therefore, it is crucial to check for errors in all the content before presentation to the public. Tools like Grammarly will help eliminate all grammatical and spelling errors, producing high-quality content. Additionally, it is important to re-read the content after completion to ensure that the client's written information gets presented as intended.

Trends in Content Marketing

The digital environment has changed drastically in recent years, which has necessitated content marketing strategies changes. Content marketers, therefore, need to keep abreast with the current and emerging online marketing strategies that allow them to capture the interest of new customers and retain the customer base they possess.

The most important tip to maintaining a successful content marketing strategy is to adopt some agility in content creation. Traditionally, content creation has involved brands writing information about their products that they wish customers to know. The preemptive content sought to give existing and new customers more information regarding the products and how they would help them solve their problems. However, companies are best suited to create content based on customer feedback and suggestions in this age.

Customers have gained a greater sense of control over the content they expect from their favorite brands. Consequently, the brands should promptly respond to customer suggestions to remain relevant and satisfy their customer base. Brands should produce responses based on customer feedback, in tandem with product information content, which will help brands track their content's reception with their target consumers.

In addition to giving customer-centric content, content creators and marketers should ensure that they offer good customer service, prioritizing apt reactions to customer feedback and ensuring that the responses are accurate and adequate to solve the customers' concerns. Additionally, precise and focused data will give brands an added advantage with online analytics. Creating informed content that is strategic and targeted will increase the probability of analytics tools and artificial intelligence to recommend the content to bigger audiences.

Diversifying content will also enhance a brand's reach to new customers and retain customers in a changing technological environment. Due to the rapidly changing technology and the media through which content gets consumed, content creators must ensure that they promptly adapt and provide content through emerging technologies. Traditionally, content has been received through blogs and newsletters on the brand's social platforms and website. However, new trends have seen the adoption of voice and video content through blogs and videos on platforms like YouTube.

            The increasing distribution channels provide content creators with a challenge to provide content for each platform. However, on the flip side, by having content on multiple platforms, the content marketer will have broad access to consumers in diverse media, further enhancing the brand's reach.

Content creators should also optimize their SEO, Search Engine Optimization. Search engines like Google, DuckDuckGo, and Bing prioritize unique, creative, and original content on their search results, promoting access to content ranked higher on the search engine. Usually, consumers do not seek content past the first page of the search results, so brands need to ensure that their content gets ranked high for increased access to target audiences. Generating SEO friendly content will enhance the accessibility of the content to more internet users. SEO-friendly content must be unique and interesting and must also incorporate useful keywords associated with the brand.

These trends in content marketing have demonstrated the importance of digital marketing today, and the reliance on digital marketing is expected to grow further as more business processes go online.