1851

Content marketing is a valuable tool in franchising. This strategic marketing approach is focused on creating and distributing valuable, relevant and consistent content to attract and engage a target audience — including potential franchisees.&nbsp;Instead of directly promoting a brand, product or service, content marketing aims to provide valuable information, entertain or educate the audience. Common types of content marketing include blog posts, emails, infographics, videos, newsletters, podcasts and webinars.&nbsp;However, it's not only important to implement content marketing but to do so effectively. Here’s an overview of why content marketing matters and strategies for engaging an audience.&nbsp;<h3>Why Is Content Marketing Important?&nbsp;</h3>Content marketing is crucial for franchise development due to the significant commitment involved.&nbsp;<a href="https://www.linkedin.com/in/linton-dowling/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=leveraging-content-marketing-for-your-franchise-website-2723953" target="_blank" rel="nofollow">Linton Dowling</a>, vice president of marketing at franchise sales organization&nbsp;<a href="https://1851franchise.com/raintree">Raintree</a>,&nbsp; likened the decision-making process for signing a franchise agreement to major life events such as getting married or buying a house.&nbsp;“You're asking someone to sign a 10-year agreement, where they have to go find real estate, sign leases, be in control of staff, put [up] their hard-earned money — you’re asking them to do a lot,” he said. “So what content marketing does is handle any objections people may have by telling the stories of people that have successfully made the jump.”These success stories from successful franchise owners, one form of content marketing, serves as a tool for education and plays a vital role in addressing concerns prospective owners may have.&nbsp;<h3>Effectively Creating Engaging Content&nbsp;</h3>Today, attention is one of the most important currencies in marketing. With short-form content reigning supreme, it can be hard for franchise brands to get the message across. That’s why it is important to “rise above the noise,” said Dowling.&nbsp;“You really have to grab people’s attention, and I think the visuals we choose do a really good job of that,” he said. “We really work hard to make sure the images we use are captivating.”&nbsp;Dowling also emphasized&nbsp; the significance of not only capturing attention through visuals but also through headlines. By pairing engaging images with meaningful narratives, franchise brands can drive higher click-through rates on various content platforms, whether that's on videos or text.&nbsp;“We work really, really hard on our headlines to make sure that when we get that attention span, which can be shorter than a goldfish, that we get them to click-through on that blog post,” he said. “We get them to click-through on our YouTube videos about brand education, or our 1851 Franchise articles.”&nbsp;&nbsp;<h3>How Content Marketing Plays Into Overall SEO</h3>Content marketing plays a pivotal role in shaping the landscape of a brand’s overall search engine optimization (SEO) too. Search engines, such as Google, prioritize content that provides value to users. Effective content marketing involves creating engaging, informative and shareable content that not only resonates with the target audience but also aligns with the algorithms of search engines.&nbsp;“Content marketing is one of the main pillars of SEO," said Dowling. “If you don't have an ongoing SEO strategy, you're going to fall out of organic rankings, no matter how much back-end optimization you're doing. Unless you're coming out with compelling content that meets certain criteria for SEO — including the right headlines, copy length and backlinking —- Google's not going to show you.”&nbsp;When a website consistently produces valuable content, it enhances its authority and relevance in the eyes of search engines, contributing to improved rankings. Content acts as the foundation for SEO strategies, incorporating keywords naturally, optimizing for user experience and attracting backlinks — all crucial elements that search engines consider when determining the ranking of web pages.&nbsp;

Leveraging Content Marketing for Your Franchise Website

1851 Franchise

A robust content marketing strategy can help address prospective franchisee’s concerns, capture attention and boost SEO performance. 

leveraging-content-marketing-for-your-franchise-website

TruBlue Home Service Ally

TruBlue Home Service Ally Celebrates Major Milestone With Opening of Its 100th Franchise Location

trublue-home-service-ally-celebrates-major-milestone-with-opening-of-its-100th-franchise-location

Children's Lighthouse

Children’s Lighthouse Named Among the Top Franchises in Entrepreneur Franchise 500® Ranking

Children’s Lighthouse Named Among the Top Franchises in Entrepreneur Magazine’s Franchise 500® Ranking

childrens-lighthouse-named-among-the-top-franchises-in-entrepreneur-magazines-franchise-500-ranking

Layne's Chicken Fingers

Four Layne's team members stand in front of a wall decorated with artwork from the community

The Easiest $10,000 Made in a Day: How Layne’s Built Operations for Volume

the-easiest-10000-made-in-a-day-how-laynes-built-operations-for-volume

Pet Wants

Why Pet Wants Is Perfect for First-Time Franchise Owners

why-pet-wants-is-perfect-for-first-time-franchise-owners

Griswold

7 Winter Safety Tips for Seniors: Staying Safe During National Winter Safety Month

7-winter-safety-tips-for-seniors-staying-safe-during-national-winter-safety-month

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

Login

facebook

instagram

twitter

linkedin

youtube

Yum Brands - KFC - Pizza Hut - Terminates Franchise Agreements in Turkey - 1851 Franchise

Yum! Brands Terminates Franchise Agreements in Turkey Due to Non-Compliance

yum-brands-terminates-franchise-agreements-in-turkey-due-to-non-compliance

Recent Franchise News - Why Franchisors Churn Through Marketing Suppliers - 1851 Franchise

Forbes: Four Reasons Why Franchisors Churn Through Marketing Suppliers

forbes-four-reasons-why-franchisors-churn-through-marketing-suppliers

QSR Magazine: Big Chicken Targets Global Expansion

qsr-magazine-big-chicken-aims-for-global-growth

Starbucks Strike Brews Opportunity for the Next Coffee Franchisee

starbucks-strike-brews-opportunity-for-coffee-franchise-hopefuls

I Heart Mac and Cheese - Franchisees Sue I Heart Mac and Cheese - Franchise News - 1851 Franchise

Restaurant Business Online: Franchisees Sue I Heart Mac and Cheese

restaurant-business-online-franchisees-sue-i-heart-mac-and-cheese

Two Attorneys, Restaurant Professionals To Serve Germantown Community With New Paris Baguette Café

two-attorneys-restaurant-professionals-to-serve-germantown-community-with-new-paris-baguette-cafe

Top 10 Franchises for New Year’s Resolutions

Top 10 Franchise Opportunities for New Year’s Resolutions

top-10-franchises-for-new-years-resolutions

Michigan BIGGBY® COFFEE Owners Win Store of the Year by Focusing on Community and Connection

michigan-biggby-coffee-owners-win-store-of-the-year-by-focusing-on-community-and-connection

Leveraging Content Marketing for Your Franchise Website

MORE STORIES LIKE THIS