Traditional marketing is becoming less effective by the minute and as a forward-thinking business owner, you know there has to be a better way.
Enter content marketing – getting the right content in front of those who need it using a variety of different methods and platforms.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Instead of pitching your products or services, you provide useful and relevant content to your customers to help them solve their issues. Many prominent global organisations including P&G, Microsoft and Cisco Systems are using content marketing and it is now being utilised by smaller businesses. Simply because it works. Key benefits include increased sales, cost savings and attracting more loyal customers.
The difference between the general marketing collateral you receive from a company and content marketing, is the relevant and valuable – companies try to sell you stuff all the time but more often than not it’s not valuable or relevant to you (spam or junk). Content marketing should be part of your process, not something separate – quality content is part of all forms of marketing – in your social media strategy, in your SEO strategy, in your PR strategy.
There are some basic techniques for putting a content marketing plan in place – these are essential building blocks for a successful content marketing program.
Understand your core audience – find out what your audience wants. If you can provide your target audience with the right content at the right time you will become their advisor, guide and trusted source.
Brand positioning and awareness – tell your brand story. Shout about your USPs without too much promotional material and become a lead in your industry with thought leadership content
“Word of mouth is more effective when people know you’re good at something and can easily share that” Sandeep Kelvadi, Pixelmatic
Lead generation – good marketers always keep an eye on this. If done well, it adds offers a massive value to your target audience. So in an exchange for a white paper/ template/ report/ survey results that you have created, the user provides their email address. Your content must educate, inspire and create a need to be shared.
Link building – your business need a good backlink portfolio (a way of describing all the sites that currently link to your site). Links matter. If you have relevant and interesting content, then other sites will want to link to your site, which increases reach and traffic to your site strengthening your backlink profile. Remember that uniqueness and variation is important here.