A Content Marketing Strategy that Actually Works

My degree taught me a lot about maintaining a business. However, there are a few things that I can only credit to real life experience. One thing I’ve come to realize is that having a web presence is crucial. In fact, if I had it my way I’d make web development a compulsory part of a business degree. While we touched upon it during my time at university I never felt like I had the knowledge to expand into the online sector – maybe things have changed? In this post let's look at a content marketing strategy that actually works...

I never intended to work in marketing and throughout university I was somewhat of a traditionalist. I like the idea of developing a business from the ground up with a physical space. That’s why my first venture was a coffee shop. In short, the coffee shop failed and when I started selling off my stock and supplies to recoup the losses, I discovered the power of the Internet.

Fast forward a few years, and now I’m a content marketing strategist. I essentially help businesses develop content marketing campaigns to increase their online visibility. Over the years I’ve tried and tested many methods; however, there’s only one that always works. This is something that I would definitely recommend to students who are planning on starting their own business when they graduate.

Focus on Quality

The Internet is constantly changing and what’s relevant one year is often completely redundant the next. From what I’ve learned from Google algorithm updates is that there’s only one way to develop a sustainable business presence online – publishing high quality and helpful content. A few weeks ago one of my clients, Strictly Tables and Chairs, approached me and asked what was missing on their website and why nobody was visiting it. In less than 30 seconds I found the problem… there was no genuinely helpful information!

Of course, STAC are an ecommerce business, but I knew that until they were actually contributing to the Internet for the sole reason of helping others, they would struggle to get attention. They ended up developing a comprehensive guide to choosing a Wedding Theme, which is both entertaining and useful. Since then they have had a significant surge in traffic.

Build Power Pages

I like to call these extremely helpful pieces of content “power pages.” They give even the most mundane businesses the chance to acquire a decent and well deserved web presence. Since developing this simple, yet unique technique, another one of my clients – Cheeky Munkey – had gone on to incorporate power page development into their blog, which is providing a constant stream of exposure.

I always say to my clients, “It’s much better to write one amazing piece of content than 10 average pieces of content.” Power pages should be highly focused and well researched. Forget about taking a methodological approach; ignore word counts, keyword densities and anything else Internet marketers would recommend. Focus only on quality and you will be rewarded.


So how does this benefit you as a student? Remember, not long ago I was in the exact same position; a student looking to build something and establish my career. No doubt you already have a few ideas up your sleeve; perhaps you’ve even started your own business already? Either way, the lesson I want you to learn is that quality is key.

When you’re trying to build your brand online and establish a community around your niche, unless you’re genuinely offering something of worth, you’ll struggle to succeed. I learnt this the hard way and definitely don’t want you to make the same mistakes when you graduate.



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