By Siobhan McGinty, Content Marketer at Wolfgang Digital
As a content marketer with Dublin-based award-winning search and content marketing agency, Wolfgang Digital, I spend my days both reading great blogs and writing even better ones for businesses all around Ireland.
Many businesses in Ireland have realised that, in order to avoid loss of ranking positions on Google search, they need to start creating good content – and for many, that means blogging. Lots of businesses are doing a great job, but I am sorry to say it is a task in itself to pinpoint businesses doing a near-perfect job.
There are some businesses in Ireland doing a great job. In this post, I will pinpoint two businesses who are doing exceptionally well in terms of creating great content. I will also highlight an opportunity for Irish businesses, particularly those in the retail industry.
Content Marketing in Ireland: Two Great Examples
Spiderworking is a small Irish consultancy company specialising in providing social media advice for small businesses.
The Spiderworking website is under development at the moment. Despite this, owner Amanda Webb has been dedicated to maintaining a frequently updated blog. Not only is the Spiderworking blog updated regularly, it is also an incredibly useful resource. It is one of my first ports of call every day. I actively share her content as I truly believe it benefits our own social media followers.
Amanda has really mastered the art of creating useful and relevant content on the head. Her content is engaging, very easy to read, and she makes good use of visuals – whether it is in the form of videos, simple images or infographics. This means her content is very shareable. She communicates great personality in her posts; her content oozes passion for and experience in social media, as well as a refreshing honesty (just check out her post on ways to visualise your Google Analytics stats). I have never met Amanda in person, but already I feel like I know her and trust her.
I am really looking forward to the launch of the new Spiderworking website and I truly believe the content on the Spiderworking blog will be instrumental in carrying Amanda in the direction of success…and of course to the top of Google search!
Chill Insurance, as I am sure you all know, is an Irish-owned insurance intermediary. PPC costs for companies in the insurance industry are historically some of the most expensive. Therefore, in order to both complement and supplement their PPC endeavours, blogging should be a priority for every insurance company.
Chill Insurance maintains a great blog which is frequently updated (up to five times per week). They publish well-written content, which is both relevant and useful. Chill also have the Google Authorship associated with each post (a must for every content marketing strategy), as well as a writer bio. They also do a great job of recycling content.
With further optimisation of their meta data and inclusion of keywords and key phrases, the Chill Insurance blog could get really good Google rankings for related keyword searches. Further content sharing and community building will also help their posts reach a wider audience.
Content Marketing in Retail: A Golden Opportunity
We believe that there exists a golden opportunity in the retail sector to create some very effective content marketing strategies.
Before Christmas, we wrote a blog post about how Irish retailers need to make their presence known. We backed up our argument with the following stats:
- 8 in 10 Irish adults are using the internet on a daily basis
- They are spending more time and money online than their European counterparts
- Even though Irish consumers spend close to €4 billion online per year, a whopping 75% of this expenditure goes to overseas vendors – a figure which is set to rise to almost €21 billion by 2017.
The reason for this is simple. Irish businesses do not have the web presence their global competitors have.
We have dealt with some great Irish retailers who get frustrated with not being the choice of the Irish consumer.
The reason for this is twofold:
1. They are just not being found on the internet…
- 74% of consumers frequently research companies online
- Over 60% of consumers research online before making a purchase
Essentially, this means that Irish businesses just cannot afford to NOT be appearing in Google search.
2. They are just not making an impact…
Those Irish retail companies which stand out, stand out for a reason. More often than not, it is because they have developed a personality, and more importantly, they are engaging with their customer base, through social media or a company blog for example.
There is no easy way of saying this but if you are an Irish business that – so far – has not begun creating regular and useful content, engaging in best practice blogging, and complementing that by having a strong presence on social media, you are going to get lost. The Internet has levelled the playing field between Ireland and the World. We are competing with big fish now – and it’s time to show them what Irish retailers are capable of. Jump on the content marketing bandwagon today and make your presence known!