Since the launch of the internet, many digital marketing tactics have come and gone. One that has stood the test of time and will continue to do so is content marketing. Content is one of, if not the most essential part of your digital marketing strategy. Content creates awareness, it creates conversation, it educates and, more importantly, it is your customer’s path to purchase. The automotive industry is no exception to this rule – content is king!
+ What is content marketing?
Put simply, content marketing is creating content – words, imagery and visuals – designed to help your brand better engage with your customers, building a relationship of trust over time. Effective content marketing combines both technical digital marketing tactics with specialist writing skills to produce informative and actionable content, which is aligned with your brand’s tone of voice, represents your brand values and speaks directly to your audience in an engaging way. The objective is to retain your customer’s interest by consistently providing them with the information and answers they are looking for. Ultimately content marketing is about leading your customer through their journey and decision-making process towards a purchase.
+ What does a content marketing campaign look like?
A typical automotive content marketing campaign will include the initial planning and research, regular content creation and the promotion of that content via multiple customer touch points. Whilst optimising the content on your key website pages is probably going to give you the quickest ‘wins’, we can also work together to create effective content for focussed ad-hoc campaigns – maybe a new product launch or sales promotion, for example. We’ll keep in touch with you regularly to let you know the type of content we are writing, how we are promoting it and what is performing best. The top-performing pieces of content will be regularly analysed to discover why they performed well with your audience so we know where to focus our efforts going forward.
+ Content marketing – key to effective search engine optimisation (SEO)
Search engines exist to rank websites and pages in order of relevance for the search terms being made by your audience. When search engines crawl your website, they depend on you having sufficient relevant content to match that content to the searches that are being made. WDA’s content marketing specialists use Automotive audience insights and keyword research to devise a targeted and tailored content strategy. We then create highly engaging content which is totally relevant to your audience and fully optimised for your SEO strategy so that it is picked up and highly ranked by the search engines.
+ How to build authority through content
Building authority through content and getting your readers to trust you and see you as the “go-to” resource for a specific topic takes time. It is no different from building and developing a friendship, you have to have many conversations before you fully trust each other. For most automotive brands, a blog is often a great way to build this authority, and publishing regular, educational and informative content will result in people starting to recognise you as a trusted leader within your industry. The goal is that when they subsequently have a need your business can fulfil – they’ll come straight to you!
+ How to promote your content
Content promotion is a crucial component of any automotive content marketing strategy. Generally speaking creating content without promoting it is like having stock in your warehouse, without telling your customers – pretty pointless! The vast majority of content needs sharing and advertising to gain traction. We can do this in many ways including social media, targeted emails, paid advertising, internal linking and more. Our team will help you identify the best platforms to distribute your content and reach your audience most effectively.
+ How can an external agency write content for your brand?
A number of the Automotive brands we meet invest a considerable amount of their own time and effort into creating content across their websites, blogs and social media channels without getting anything in the way of return. This is often under the belief that an agency cannot fully understand and therefore properly represent their business, brand and proposition. In the unlikely event they are excellent copywriters (a skillset in itself), they are often missing the technical skills of content marketing – guessing at focus keywords, frequency and position, titles, meta descriptions, linking etc. While this may be true of a general agency working across multiple markets, WDA has been specialising solely within the Automotive market for over 20 years, and has extensive experience in many of its sectors. While we will, of course, need a little time to get to know you and your brand more intimately, our specialism enables us to get up to speed fast to deliver purposeful content to stimulate your target audience into action.
+ Is your existing content really driving business?
Our specialist team is happy to conduct a FREE initial content audit to establish which pages are driving traffic to your website, and which are bouncing visitors – and why. We will then advise how we could help improve traffic and engagement across your site. This could involve improving (optimising) what is already there; re-writing content or suggestions on writing brand new keyword focussed pages to better represent your offering. In each case the objective is the same – to maximise opportunities to build relationships with your audience – and ultimately to convert them into customers.
HubSpot, State of Inbound 2017
of marketers say blog content creation is their top inbound marketing priority.
Google Economic Impact Report
Businesses make an average of $2 in revenue for every $1 they spend on AdWords
Higher visibility, 2017
of small-medium businesses only have a basic understanding of SEO
Smart Insights and Clutch, 2017
Facebook provides the highest social value for B2C (96%) and Linkedin provides the highest social value for B2B (93%)
We create differentiation and stand-out by properly leveraging the one thing which makes every Automotive business unique - its brand.
If you've got a brand or campaign project coming up. We'd love to talk to you about how we can help.