Content Marketing is Getting Popular
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Content marketing is creating and sharing relevant content with prospects for the purpose of turning them into customers and regular buyers. Simply, content marketing informs your audience. The best content shows readers something that they’ve never seen before. It surfaces information that readers fined helpful. Content marketing is the art of communicating with your customers and prospects without selling. Content marketing is really about providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentimental. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
According to me, almost more than 70% of businesses are already using some form of content marketing as part of their overall marketing strategy. I will give you proper information about Content Marketing Strategy later. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Content Marketing delivers a return on investment. Businesses need their content marketing to drive profits. They want to see more sales for each marketing dollar invested.
Content marketing does an amazing and fabulous job at delivering that bottom-line result. Powerful, action-oriented content has become an essential part of every marketing strategy, and offers an enormous opportunity to differentiate and grow your agency and your clients businesses. Greater departmental and company-wide support will mean of the budget being designated for content creation and dissemination, and companies being willing to invest in dedicated content marketing managers. Companies that do not assign content creation and dissemination to specific people or departments will lose out. Content marketing encompasses a wide assortment of marketing approaches that have been around for years. It’s just that content marketer is getting far more interactive and is emerging on new platforms and channels. Traditional approaches include custom publishing supplements and advertorials in newspapers and magazines. Online in the B2B sector, white papers have been successfully used for lead generation for more than a decade.
Brands have more options than ever before. With the ascent of social networks and mobile devices, brands can bypass newspapers, magazines, and TV to connect directly with customers and prospects on Twitter, Facebook, Foursquare and other networks. What’s more, brands can elect to continue working with “traditional” media companies to tap their audiences online and other venues. Media organizations have responded, too, by acquiring or building out their content marketing teams. So who is a publisher today? Who is a marketer? Content marketing marries publishing/TV/radio/events – and marketing – to build audiences, deliver relevant and educational “content” and information such as a white paper, webcast, video, or article, potentially turning fans, followers, readers, and viewers, into customers. Content marketing is the art of understanding what your customers need to know and delivering it to them in a relevant and compelling way. Marketing professionals understand each other’s perspective, then walks through how to have conversations about what sales really needs from marketing to support their efforts. Participants will discover how sales and marketing can work together to generate content that establishes a company as a thought leader. Content marketing, in other words, is nothing new.
Marketing through curated contents reduces time and costs, increases visibility and reach, and quickly and effectively establishes thought leadership. It is not enough though to set the workflow to auto pilot and populate the pages of a site with aggregated feeds. A winning strategy succeeds when technology and people work together. Automation and semantics can help to filter, facilitate and uncover hidden treasures, but it is the human touch – thoughtful selection and consideration of content – that will create a truly new and engaging brand experience for audiences to discover, enjoy and share. Companies having been creating and distributing content for many years, both to attract new business and to retain existing customers. Content Marketing is the alignment of customer needs with business goals through purposeful content. An elaboration: Content Marketing is an intentional approach to attracting, engaging and inspiring customers to a logical conclusion to buy and share through content that empathizes with the varied interests and behaviors during the buying cycle. According to the survey, 80 percent of business decision makers prefer to get company information in a series of articles versus an advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, while 60 percent say that company content helps them make better product decisions.
Marketing is impossible without great content
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
• Social media marketing: Content marketing strategy comes before your social media strategy.
• SEO: Search engines reward businesses that publish quality, consistent content.
• PR: Successful PR strategies address issues readers care about, not their business.
• PPC: For PPC to work, you need great content behind it.
• Inbound marketing: Content is key to driving inbound traffic and leads.
• Content strategy: Content strategy is part of most content marketing strategies.
2013 B2B Content Marketing
According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends research, 9 out of 10 B2B marketers are using content marketing – regardless of company size or industry. And they are doing what it takes to bring about desired results:
• On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals.
• 60 percent, report that they plan to increase their spend on content marketing over the next 12 months.
• Marketers, on average, spend over a quarter of their marketing budget on content marketing.
Well, this is called Content Marketing. I will talk in detail about Content Strategies, Micro Content and Content facts and figures in my next blog.