Engage an audience online and go beyond self-promotion

Michael Marchese
September 21, 2015
website content

Engage an audience online and go beyond self-promotion

Michael Marchese
September 21, 2015

Companies should strive not only to distribute great web content but also to engage an audience online. Distributing strong web content is a vital component of doing business these days. Without it, a company website cannot stand out from the competition. And now more than ever, shoppers are looking for more than advertising. They want useful and interesting content that helps them decide how best to spend their money.
It is  important to craft and curate content that is not just about your client’s product or service. Good business blogs do not just talk about themselves and focus on straight marketing pitches. They share a variety of content that will engage an audience with the goal of getting readers to spend more time on the blog and maybe even recommend it to a friend.
There are many ways marketers can indirectly promote their clients through the content its agency distributes.

Noteworthy news

No matter what industry your client is in, there is likely to be a constant flow of industry news available on the Web.  Sharing some of this news with blog readers can boost the your client’s credibility. Consider posting direct links to news stories with a brief blurb presenting the company’s viewpoint on — or analysis of  — what has transpired. Examples of newsworthy types of content might be:

• New laws that directly impact an industry.
• Legal cases that are filed or reached a decision.
• Product recalls.
• Global events that can impact an industry.
• Mergers or acquisitions.

These are just a few possibilities of news ideas, but there are plenty of ways to share noteworthy news. It is a good idea to subscribe to different reliable and non-biased news outlets to keep abreast of what is happening in your clients’ industries. The more you understand the news that affects them, the better content there will be to share.

Industry trends

Industry trends are another way to promote clients without appearing to sell. Your clients’ customers will appreciate being kept up to date on new industry developments. For instance, the tech industry changes fast and new innovation can have a ripple effect on other industries. New industry-specific software, mobile products or other releases are good trends to watch.
Trends can affect pricing, manufacturing costs, marketing approaches (i.e.,  consider how much the social web has changed the dynamics of promotion), or other business processes.  You could share articles on consumer buying habits and demographics, any declines in the industry, or any other type of statistics that relate to your clients’ industries.
Keeping an eye out for current or emerging industry trends is also a great starting point for creating informational content to share. Businesses want to remain competitive and their customers (especially if they are B2Bs) are likely to be interested in related industry trends or statistics.

DIY, “how to” or other informational articles

Customers like it when businesses are helpful. Sharing expertise and tips makes for great blog content and is a terrific approach to indirect marketing. Of course, the type of articles will vary, depending on your client’s line of work. Here are some examples:

• A hardware store chain offers seasonal maintenance tips to their customers, showing them how to avoid costly expenses if these annual tasks are neglected.
• Legal firms can share information on writing wills or other personal legal issues.
• Insurance companies can offer information on home security, ways to lower car insurance or how to protect financial assets.
• A pet food chain can provides recipes for homemade dog treats, tips for adopting a new cat or dog, or share details on other useful pet products not necessarily related to food.
• Doctors or medical facilities can share tips about healthy eating, getting exercise or caring for an aging parent.

Every industry relates to everyday life in some shape or form — be it business or personal. The options are truly limitless. The main thing is to understand your client’s industry and then come up with content ideas.
Tempesta Media is a managed services provider for custom content. We are able to help you with strategy and content ideas for client websites, blogs and other types of digital information. With more than 11,000 vetted professional writers in our network, we can match you with writers that understand specific industries to help you craft original content to meet client needs.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

Get more information on what Tempesta Media can do for you.

Michael Marchese

Michael Marchese

Michael is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership, and overall business operations across all the company’s segments. With over 25 years of experience, he has held various strategic and operating positions. ​​As a recognized expert, he has served on numerous committees for the following industry associations: SEMPO (Search Engine Marketing Professionals Organization), IAB (Internet Advertising Bureau), CGA (Casual Gaming Association), and the MMA (Mobile Marketing Association).

Our Mission

Tempesta Media is the performance-based content marketing solution specifically developed to drive revenue for your business.

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