How content drives social media, SEO, and sales.
Content marketing accounts for roughly one out of every three marketing dollars spent based on research from Junta42. This should come as no surprise. Content is currency for social media, raw material for SEO (define), and support for sales.
Add to this that 60 percent of consumers must see something three to five times before they believe it's credible according to Edelman's 2010 Trust report. Further, in an era of tight budgets, content is inexpensive compared to many other alternative marketing approaches.
Depending on your business and the channels in which you operate, implementing an integrated content marketing strategy can be challenging. For example, some traditional catalog marketing clients find it difficult to move their focus from their print catalog to a broader online-driven content offering. This has significant implications for related digital strategies such as SEO, communications, e-mail, and social media.
Improve and Expand Your Content Marketing
With content marketing, your goal is to create information that appeals to a variety of needs and will attract prospects and support customers. Here are 12 ways to incorporate content into your marketing.
In a period where trust in established media sources is eroding, marketers must find new alternatives to promote and disseminate information about their businesses. Developing marketing-related content is important as the market evolves. Remember, content drives social media, search optimization, and sales.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
Singapore, 5-6 March
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Hong Kong, April 2015
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