Content marketing is critical to feeding social media and driving engagement on these platforms. Further, it's an effective tool to build brand, support the buying process, and provide post-purchase support. Whether it's B2C or B2B products, customers research their purchases online first. They seek non-promotional, informational content to help assess their product needs. Effective creation and distribution of content marketing supports this process.
Top on marketers' list of content marketing challenges is coming up with topics for original content and finding the time to create original content. Look deeper at these challenges and you'll see that marketers' true problem is that they're not allocating sufficient resources, both human and financial, to meet their content marketing needs.
3 Ways to Feed the Content Marketing Engine Cost Effectively
To support your content creation engine have an ongoing process within your organization to ensure you've got a constant flow of potential articles. To that end, follow these three idea-generating tactics that long-time blogger Chris Brogan made at BlogWorld Expo New York.
5 Content Marketing Areas Every Organization Needs to Cover
To ensure your organization's content marketing is on track, it's important to offer your prospects, customers, social media fans, and the public a wide variety of information and monitor what they respond to. Here are five areas where you can expand your content creation ideas.
While you can streamline your content creation, it's critical to allocate sufficient budget to ensure that you have enough to distribute across your owned and social media sites.
What else would you add to this list of content marketing topics to drive social media and sales?
Counting Money image on home page via Shutterstock.
This column was originally published on June 25, 2012.
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.
June 5, 2013
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