Content is Everywhere.
Everything you experience is content.
Bird singing, repeading song in your head, conversations, movies, adverts, newspapers, email, this post.
Some better then others.
If your busines sell things you know for money, then you are practicing content marketing.
Yet all is not equal. 18 different reasons you need to up your game and do more.
In the old days
Push marketing techniques relied on advertisements. On the radio, in the newspaper or Google ads. You then hoped it resonates with people, drove traffic and maybe convert into business.
Traditional advertisements do have merit. Retargeting, Facebook ads etc. But, radio, paper, and TV you need a lot of money.
But, not always has it be advertise to get awareness to get business.
But, how we learn has evolved. We don’t need sales as the gate keepers of knowledge spoon feeding us. The internet turned it all on its head.
And this is why we need content marketing. People are looking for answers and your content answers these questions.
What is Content Marketing?
Content Marketing is communicating with your customers/prospects without selling. Creating ‘stuff’ that educates, entertains, and informs. And answers the question and quells the objection your prospect have. Content answer and quells at every stage of the customer buying process.
Michelin Tyres did not answer questions or quell objections about their tyres. Oh no. They wanted people to buy more tyres. The foresight was magnificent. They create a restaurant guide reviewing restaurants throughout the whole of France. And the easiest way for people to experience these fine dining establishments? You guessed it. Drive to them. The more you drive the more tyres you need.
This business tactic is not a quick fire campaign to get sales tomorrow, oh no. This is a slow burn, years in the making type of strategy.
The lessons from Michelin are worthy of adopting. A successful content strategy takes planning, research, preparation, execution and consistency – to drives business results.
Content marketing is a pull marketing, and not a push marketing. Content attracts prospects and doesn’t interrupt them. Rebecca Lieb, Advertising Age
Why Content Marketing is Important
70% of the buying process in a complex sale (B2B) is already complete before prospects contact a live sales person – SiriusDecisions”
Complex sales solutions requires you to educate and inform your prospect. And begins with understanding the questions your prospects are asking takes research. Your prospects begin their knowledge discovery journey with search engines, asking friends and colleagues for recommendations, and ask their social connections for recommendations.
What’s the big Deal with Content Marketing?
Demand Metric, with this infographic answers why you need content marketing:
- Content generates about 3x as many leads as traditional marketing (per dollar spent)
- Content increases direct sales
- Content costs 62% less than traditional marketing
- Content keeps reader attention
- Content improves brand loyalty
Why Does Yours Business Need Content Marketing?
Advertisement and interruption based marketing approaches are loosing effectiveness. People still need information to make a decisions.
Content Marketing helps
- To keep readers attention
- Build brand affinity and loyalty
- Generates leads
- Increases sales
- Content marketing costs 62% less than traditional marketing
- Leads are 1/3 the cost of traditional interrupt methods
The Content Marketing Process
Begin your content marketing journey by aligning your content goals with your overall business objectives.
The order is: Business Objectives > Marketing Goals/Objectives > Marketing Strategy > Content Goals / Objectives > Content Strategy > Content Tactics > Content Metrics.
Content goals can be brand awareness, lead generation, lead conversion and nurturing, customer service, customer loyalty, up selling, education, email sign ups, social shares, replace sales people, and SEO.
- Identify Objectives (such as establishing a benchmark, reviewing marketing objectives, and evaluating the competitive landscape)
- Understand your target audience (Marketing Personas)
- Identify content gaps
- Build / create content (such as generating ideas, outlining standards for quality, etc.)
- Distribution (the channels your target market uses see your Marketing Persons)
- Measure (tracking performance, monitoring your audience, reporting on progress)
- Rinse and repeat
As we say with Michelin content marketing is the long game paying dividends over the long-term.
A Guide to Marketing Genius: Content Marketing
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