Utilizing Content Marketing to Grow Your Business in West Virginia

Posted by Alicia Mayle

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Dec 28, 2016 4:25:26 PM

Research, time, understanding, and meticulous attention to detail are all parts of content marketing. One mistake in your process could change how your audience looks at your business, so don’t take chances when creating your content.

Below are common types of content you will run across in your search for best-practices, and how to make the most effective content for your strategy.

What is Content Marketing?

Our friends at Physical Therapy Launchpad defined content marketing as creating and distributing valuable, relevant and consistent materials to attract and retain a defined audience.

Content marketing could take the form of:

  • Website Copy
  • News Releases
  • Blogs
  • Ebooks
  • Social Media
  • Videos

As one of the content developers at InnerAction Media, I would like to take you through a brief overview of what each of these pieces of content is and what tools we use at IAM to check our content.

Website/Mobile Copy:

Content MarketingWebsite copy is just what you think it is. It’s the content that a viewer can read on website pages to get more information about the topic they are researching.  Website copy should bring the audience into the website, where your product or service can be identified and the reader can identify reasons why they should want to buy from or work with you.

To create effective website copy:

  1. Describe and visualize the ideal reader to make your copy more personal to them
  2. Create a list of details about the company to highlight to the audience
  3. Create a leading sentence or visual aid to get the audience interested
  4. Write the first draft of web copy. It should be defined in this step what you want the audience to do next.
  5. Edit! I know, this can be tedious; however, having spelling errors and grammar mistakes is not something you want your audience to see. Other than looking for mistakes, we want to make sure the page looks enticing. So look over all bullet point lists, create subheadings that pull the reader in, and simplify any “jargon” text so that the readability of the page is easy to understand.
  6. Make the copy SEO friendly. This means use search terms that your audience would be typing into Google.


A blog is a series of specialized site pages that deep-dive into very specific topics in order to lend expertise to your readers. The recommended length of a blog is rapidly changing. At first, the recommended word count was 300-500 words, and now the recommended word count is 1,000.

When creating blogs:

  1. Identify who you are targeting by the topic of the blog
  2. Research the topic and what the reader might search for
  3. Write the first draft, and edit it
  4. Format the draft on Wordpress, Hubspot, or your blogging tool of choice
  5. Create meta descriptions, alt text for images, keywords and URLS that are SEO friendly as well as reader-friendly, and pick tags and categories that your blog could be in.
  6. Post the blog to your website, post on social media, and then promote

Here are a few things to think about when writing blogs:

  • Where is your white space?
  • Are you using pictures?
  • Do you have links and CTAs (call to actions)?


An ebook can be used to bring an audience in and to get their information for future use. Ebooks can be as simple as “How to Create An Effective Marketing Campaign,” and immediately gives off a sense of authority that you want your readers to have about you.

Content MarketingEbooks can be 10 - 50+ pages. The options are endless! When writing an eBook, your other platforms should not be neglected. If you already have a social and blog presence, then getting your eBook out will be easier than writing the eBook and then trying to make a social and blog presence.



Social Media Copy:

Content Marketing Social media copy can be tricky. With Twitter’s limited word count, the audience not clicking “read more” on Facebook posts, and muting captions on videos, it can be difficult to navigate the ever-changing waters of social media.

But social media can help you gain awareness for your company, engage your audience in a way that traditional media can’t, and bring traffic into your website.


 When writing copy for social media:

  • Write for the audience, not for someone in the company’s field - don’t be too technical or formal, and be genuine.
  • Post for a purpose and not because “you need to always to push the brand.” This means post in a way that the audience would want to engage and have a conversation, not feel like you’re pushing ridiculous information at them.
  • Use calls to action. When we post on social media, we want the followers to do something (having a purpose), whether that is going to the website to fill out a form for an appointment, giving us their information for an eBook download, or subscribing to a newsletter. Give your readers something to do.
  • Ask yourself, “would I give my contact information for this?”
  • Build a certain amount of mysteriousness. Use questions to bring the audience in. Ex: “Are you using content marketing to bring in more customers? Read our blog to find out why content marketing might benefit you.”
  • Use videos and pictures with posts. 65 percent of the population are visual learners. Their attention can be grabbed by a visual or video.


75 million people in the United States watch videos online everyday and nearly 40% of those people watched via mobile devices.

At InnerAction Media, we have learned that heartwarming or captivating videos work well, are highly shareable and are engaging because they appeal to an audience’s emotion. We can execute these types of videos through testimonials.

According to Hubspot, including a video on a landing page can increase conversion rates by 80% and the average user is exposed to 32.3 videos a month. If a user enjoys the video content, it can increase brand awareness by 139%.

Tools of the Trade:

When creating copy for your website, blog, or social media, there are many tools available to help you out. One of our favorites is the Flesch-Kincaid Reading Test:

The Flesch-Kincaid Reading Test is designed to measure how difficult a piece of text would be to read for the average person. There are two tests:

  • Flesch Reading Ease: Higher scores indicate materials that are easier to read, while lower numbers indicate a piece of text that is harder to read.

Content Marketing

  • Flesch–Kincaid Grade Level: This test is used extensively in the education field since the score is presented in a grade level style rather than a high or low score.

Content Marketing

Help from a Pro:

Content Marketing is important and highly effective. At InnerAction Media, we dedicate our time to researching topics, searchable keywords, and best practices to gain awareness and conversions for your brand.

Audiences, social media, recommended word counts, and analytical equations are always changing. This world never slows down, and that’s a large part of why we love what we do. Having effective communicators on your side who know what they are doing can be very helpful. If you’d like to talk to us about how to create remarkable content for your organization, contact us for a free marketing audit!


Until next time,
Alicia Mayle

Written by Alicia Mayle

Alicia, a graduate of West Virginia University, received her degree in journalism, specializing in public relations and advertising. Alicia is responsible for coordinating and developing content for our clients, as well as managing their social media strategy and promotion. Throughout the month, you can find her looking at client campaign analytics, researching relevant awareness months and building out audience profiles to understand clients' target audiences. When Alicia is not developing, promoting or analyzing content, you can find her at the grocery store gathering supplies for the latest dinner idea, playing chess and talking about the perfect cup of coffee or just trying to learn something new.

Topics: Strategy, Content Marketing, Brand Journalism

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