Launched by Red Ruby Copywriting and Cambridge Business Lounge last month (November), the survey attracted 31 responses, providing an initial snapshot of how well local businesses and not-for-profits are doing in terms of keeping up with marketing trends.
With so much talent in and around Cambridge, it seems that SMEs are indeed making the most of their resources to build a web presence, and catching the eye of their customers.
An array of content
Around 80% of the survey participants use blogs and social media content such as LinkedIn articles. Such copy is ideal for demonstrating knowledge, especially if it’s written with the web in mind, and sharing it on social media enables others to comment and pass it on.
Half of respondents use case studies, news stories on their websites, e-newsletters and photography.
And with the widespread use of smartphones and tablets, it’s perhaps not too surprising that video has become a popular tool. 40% of organisations are using it online, indicating that you don’t need a big budget for film.
One in five businesses say they use infographics. These striking visuals bring data to life and are very ‘share-able’ on social media.
Other content includes webinars and white papers – both are ideal for gathering customer data and giving people practical information in return.
Sourcing the raw material
Web content is not only influential, but unlike many other forms of marketing, it is also affordable. And when it comes to sourcing the raw material the survey shows that organisations are being very resourceful.
Most (85%) take inspiration from industry news, while two in three source information from networking events. 60% ask colleagues to contribute, one in ten works with freelancers, and one organisation invites guests to write blogs.
When it comes to producing the content, a variety of people are responsible for it, ranging from marketing administrators and PR staff, to freelance copywriters and managing directors.
But does it pay back?
Web content may be the more creative side to Cambridgeshire’s business community, but it has to bring real benefit. The survey results confirm that it does:
- Nine out of ten businesses say it enhances their profile among customers and industry.
- 70% see increased opportunities to engage with customers.
- Just over 40% claim that content increases inbound enquiries.
- Around one third say content boosts conversion of sales.
- A quarter of respondents think in creating content they are able to engage staff.
Promoting content
Even if the best content needs to be promoted once it goes online. Our survey participants’ top five methods are Twitter, LinkedIn, email, Facebook and Google+ (in that order). Some promote content in meetings, at events and in printed materials. One theatre organisation even plugs it on a converted touring horsebox. There are no rules it seems!
Stone carver crafts own content
Despitebeing a small enterprise, Cambridge stone carver Lucy Churchill, creates her own web content to attract business, although this did mean taking on a few new challenges.
She says: “My work as a stone carver involves hands-on tool skills, so learning to use online media to promote my work was a huge mind-shift. But a commission for a sculpture for a London junior school changed that. The children couldn't visit my workshop, so I made regular video posts showing the progress from clay model to finished sculpture. I made these publicly available, and they proved very popular with online viewers.
“At first I felt that much of online networking was egotistical hype - I felt uncomfortable about 'blowing my own trumpet' and that my work should be able to speak for itself. Now I think there's no point making something (other than the sheer joy of making it, of course) if no one knows about it.
“Online marketing is brilliant for reaching people interested in specific topics. By using Facebook, LinkedIn, Wordpress and YouTube, I can show my work to people who are interested in sculpture, and let them know exactly what I can offer them.”
Branding guru uses the power of personality
Mainda Kiwelu, owner of Adnaim House, a digital asset management and marketing agency, writes a blog. But interestingly, she doesn’t stick to content that promotes her business. As a brand and IP expert she thinks more people should think about content that enhances their brand’s personality and value, without directly connecting to it.
“People should spend more time listening before putting out content,” says Mainda. “There’s a lot of re-hashed content out there, and people need to be bolder and express an authentic voice. As with other areas of brand-building, businesses need to find their quarter and own it, and focus on substance and consistency in the long term, instead of just getting stuff online. People need to invest in their content, as they would their whole brand.”
Red Ruby Copywriting and Cambridge Business Lounge would like to thank everyone who took part in and helped to promote the survey. Other respondents include:
- Pure Resourcing Solutions, a leading regional recruitment consultancy
- Jon Torrens, communication coach
- Rubber Cheese, graphic design agency (partly based in Cambridgeshire)
- Lewis Anderson, brand consultancy
- Insitu Theatre, an environmental theatre company
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