Content Marketing
Content Marketing is the very carefully and very precisely chosen words and visuals and messages that businesses create and publish that together add truly meaningful value to their audience.
Connecting with an audience through traditional marketing activities is becoming harder and harder. Put it down to the always on, always connected nature of 21st Century life.
Today, successfully marketing your product or service to your audience requires a much more nuanced approach than it ever has. It’s much less about what you’re selling and much more about creating an engaged audience.
This is done through Content Marketing – the strategic planning, creating and publishing of a suite of content that adds legitimate and ongoing value to your audience. Content Marketing activities include creating blogs, case studies, white papers, guides, eBooks, web pages, landing pages, social media, infographics, press releases, to name a few.
How Content Marketing Works
Align your content with the customer journey. Identify what topics, needs and questions will be addressed in your content.
Audit your existing content to determine what can be used as is, what must be updated and what must be created from scratch.
Determine the genre and format of each content piece. Identify who will be the subject experts, authors and other contributors.
Determine the objective of each piece of content & how performance will be tracked & measured.
Identify what online and offline channels will be used to get your content in front of buyers.
Identify what online and offline channels will be used to get your content in front of buyers.
Why Content Marketing Works
Content Marketing helps solves a common problem facing all businesses by enabling businesses to regularly connect with and communicate with their target audience without directly selling to them. It’s all about building an engaged audience – but not simply to drive leads, convert sales, or upsell to that audience. Remember, your audience is not the same as your marketing database.
Through investing in content, your business will be investing in an asset that can serve many business purposes. This is not about selling your product or service so much as it is about selling legitimate help and usefulness that will place you front of mind when your audience is ready to buy.
Without Content Marketing, businesses risk losing their audience due to constantly trying to sell to them. How many of your prospects might you be turning away by constantly trying to convert them to customers instead of serving them useful information? That’s the cost of not investing in Content Marketing.
When precisely understood and executed, Content Marketing creates meaningful connections between your company and your target market. The value your content adds will truly engage your audience. They will start to seek you out willingly and enthusiastically because of the value you are adding to their lives.
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“Connecting with an audience through traditional marketing activities is becoming harder and harder.”
Through Content Marketing, your business can become a one-stop shop for valuable information for your target audience – because you are truly helping them. And that’s the critical role that Content Marketing plays. “Without Content Marketing, businesses risk losing their audience.”
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