According to Content Marketing Institute’s statistics, 72% of marketers state that content marketing increases engagement and enhances lead generation.
Every business needs content to reach out to its target audience, and engage them in a conversation. No matter the type and size of a business, content plays a crucial role in the success of its marketing strategy.
Is content writing essential for a Franchisee Business?
Content writing is essential for a franchisee business to create brand awareness and drive sales growth. However, the type of content required by franchisors and franchisees is different.
Franchisors require content that establishes the credibility of the brand on a national or international level and attracts interested parties to sign up for the franchise. Whereas, franchisees require localized content that connects with the local customers, increases footfalls in the stores, and ultimately boosts sales.
Content marketing for franchisee businesses is different from that of other businesses due to the complexity of the franchise business model. While most regular businesses have only one store to market, a franchise business has multiple stores.
This makes content marketing for franchise business a tedious task that requires proper planning and strategy.
Reasons Why Franchise Businesses Need Content
Content marketing is essential for every type of business, whether it is B2B or B2C. According to the latest statistics, content marketing generates 3 times more leads than traditional marketing, whereas it costs 62% less.
Helps To Connect With Customers
Content marketing helps you to connect with your customers by providing them useful information. When you give out information for free, viewers will flock to your website or social media pages.
Helps to Build Credibility
When you provide valuable information to the viewers and engage with them on a regular basis with your content, you can develop a rapport with them. Once the potential customers believe that you are a trustworthy and credible brand, they do not think twice before buying your products or services.
Helps to Build Reputation
Most people believe what other users have to say about your rather than your promotional materials. Publishing case studies and customer testimonials about how your brand can solve customers’ problems can help to build a good brand reputation.
What types of Content Do Franchise Business Need?
There are multiple types of content that can be used on different platforms. Every business does not require to publish all types of content. Here are some types of content suitable for franchise businesses.
- Articles and blog posts to share information about your products and services and how they can be used to solve the everyday problems of your potential customers.
- Testimonials to showcase the accomplishments of your franchisees.
- Social media content to increase brand followers and expand your customer base.
- Video content that educates the viewers about the latest happenings in your industry, or company.
- Infographics that present data in an eye-catchy and easy-to-understand manner.
- Call-to-actions for your landing pages that motivate the users to delve deeper into the website or share their contact information
- Ebooks to establish your industry authority by providing in-depth information about the latest updates from your industry and enticing the viewers to provide their contact information.
How To Develop content for Franchise Business
As we have already discussed, developing content for a franchise business is complex due to the nature of the business. Here are some factors to consider while developing content to market your franchise business.
Know the Brand
The initial step before creating content for your franchise business is to know the brand. You have to understand crucial aspects like what the brand stands for, its target customers, the brand personality and tone, and their marketing strategy. As a franchise, it is always prudent to ensure that you build an image that matches the overall corporate brand image.
For example, all the stores of McDonald’s are expected to use the same colors and decor in their interiors, offer the same schemes decided by the corporate brand and wear the same uniforms. This helps them to maintain a uniform brand image across all their franchisees and enhance customer experience.
Know Your Competitors
Study the market closely and understand who your competitors are at the local level. Though the corporate brand has some competitors, the competition gets fierce at the local level as there are more players on the field. Once you shortlist your competitors, do market research to know their strengths and weaknesses. This will help you in creating your own marketing strategy.
For example, if you are a franchise of McDonald’s, the obvious competitors for the brand are companies like Burger King and KFC. Apart from them, there may be lots of popular coffee shops, cafes, and breakfast joints in your area that offer tasty food at budget-friendly prices. All these are your competitors.
Set Content Marketing Goals
Before you start creating content, set your goals. Determine what you want to achieve through content marketing. Set short-term and long-term goals that you wish to accomplish through content marketing. These goals should be actionable, achievable, and measurable.
Some examples of goals can be increase traffic to the website by publishing blogs and articles regularly, improve social media presence by sharing valuable tools on your social media pages, increase engagement by updating the content in your blogs at regular intervals, etc.
Perform Intensive Keyword Research
Keywords aid in identifying the content that your potential customers are actively searching for. They also help in improving your search engine rankings and enable your target audience to find you easily. Make a list of the keywords and analyze their popularity and competition. You should also research the competitors who are currently ranking for these keywords and the type of content published by them.
For example, if you are a franchise for a plumbing business, you should identify the keywords used by viewers when searching for plumbers or plumbing services like plumbers in my area, plumbing tips, etc., and create content using these keywords.
Shortlist the Content Forms
There are multiple forms of content such as full text, infographics, and video content. You should choose which form of content is more apt for your target audience and for the content you intend to share with your viewers.
For example, infographics are ideal to share data-rich content, videos can be used to explain product features, vlogs can be used to connect personally with the customers and showcase the special services of your franchise.
The final step is to start creating content for your franchise business. You can either create the content in-house or hire an expert content writing agency to do the job for you. Hiring a content writing agency has many benefits as it will help you save time, money and leverage the potential of your content marketing efforts.
Towards 90 is a reputed content writing agency in India. We work with the best freelance content writers in the country, who can create multiple types of content for franchisee businesses.
Five Content Creation Tips For Franchise Businesses
- Create the content on local topics to connect with the local audience.
- Claim Google My Business page to let viewers know how to reach you.
- Create social media pages for your franchise on all the platforms frequented by your audience.
- Participate in local events, and community projects and create content around them.
- Optimize your content for local SEO.
Content writing essential for a franchise business. Content marketing can help franchisee businesses to reach out to local customers, increase brand awareness, and stand out from the competitors. It has proven to be successful in generating leads and increasing conversions.