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.
- Assess what content is needed and where. This requires more than just copying offline information online. Among the factors to look at are:
- Content depth and presentation. Should it remain the same across platforms?
- Information type. How does it have to be presented?
- Purchase process. For each piece of content, where is the prospect in the purchase process? (Here is some additional information on how to provide content at each step of the purchase process.)
- Physical location. Where is the prospect when they need your content?
- Device type. What devices are prospects using to get your materials? This can have an impact on content formatting.
- Ask what type of information they are looking for and want from you.
- Allow them to create content across a range of different formats.
- Invite them to comment on your own and consumer-generated content.
- Acknowledge consumer contributions and comments.
- Which content is most popular? Which content is most shared? Which venues (Web site, Facebook, Twitter, e-mail, blog, video, etc.) are most effective at each point in the purchase cycle?
- How many prospects and customers engage with your firm? Track the number of shares, comments, amount of consumer content developed, and steps taken towards purchase.
- What is the customer feedback from these initiatives?
- How has your profit and loss changed? Have sales improved? How have costs behaved? Consider improvements/savings in relation to the cost of producing new content, Web site development, content promotional efforts, and search optimization. What is the profitability associated with these efforts?
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.
The increased availability of data and analytics to track the customer journey has opened up entire new worlds for marketers.
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