Content marketing is a conversation with your target audience. It humanizes your brand, adds authority to your market perception and provides business intelligence you can act on.
Own Your Message
What are your brand differentiators? What are your competitive advantages? Great, but how are you communicating them?
Content marketing grants businesses in every industry the opportunity to own high-value media sources. Websites, social media feeds, email newsletters and branded digital campaigns are platforms on which to tell your story, control your narrative and generate interest in your products and services.
Why Content Marketing?
Every image or perception attached to your brand, whether true or false, holds value. In a digitized
world, it’s every company’s job to maximize positive user experiences and reduce customer pain points online. Content is the mechanism for doing just that Through the publication and distribution of authentic, informative marketing assets like blogs, videos, white papers or infographics, you multiply digital touchpoints across every stage of the buyer journey: If someone has a question, they come to you. That’s why content marketing exists – to serve prospects and customers the most relevant and memorable experience they can find on the web. It’s not easy, but it works.
Content Is Commerce
Your media properties should be making you money. Every marketing campaign you embark upon and every asset you create should tie back to revenue. Because marketing budgets are heavily scrutinized and are frequently on the chopping block, you can’t afford to not report positive ROI on a regular basis. Content marketing positions your company to perform more strongly in the marketplace, qualify sales-ready leads and amplify the metrics that matter most to your bottom line. So what can you expect when committing to content? The latest trends show increased sales, shorter sales cycles, stronger customer loyalty and greater cost efficiency.
Content Marketing ROI
Depending on the size and scope of your content marketing investment, results can, of course, vary. But with a dedicated team of strategists, project managers and creatives on your team, the fine print of content marketing is ironed out and executed on for you. To maximize the visibility into and reporting of ROI, every deliverable must be tracked from conception to creation to conversion. From there, you’re able to assign a specific dollar amount to each line of copy and every strategic decision. In this sense, executives will likely be grading content marketing on granularity: They need more data, more details and more reason to further invest in future campaigns.
Costs 62% less than traditional marketing.
Converts 6X more than traditional marketing.
Generates 3X as many leads as paid search.
On average, only 0.75% of general business leads result in closed revenue – content marketing is designed to increase that figure, and do so in less time.
Without content, you have nothing to market. Content creation is how you execute on great ideas and bring them to life for your audience.
The key to great content marketing, however, is to deploy assets that are multidimensional and repurposable. A white paper today may serve as a fine series of thematic blog posts tomorrow – you already have the information, you just need the aptitude to repackage and redeploy it for a new strategic goal.
And the list of assets is ongoing and ever-evolving. To fully customize your strategy, consider:
- Blog posts
- Video blogs
- On-site and live-action video shoots
- Long-form guides
- White papers
- Custom illustrations
- Web copy
- Product descriptions
- Case studies
- Customer testimonials
- Press releases
- Social media posts
Content Marketing Strategy
Analytics should feed into the content creation process and help dictate the next tactical steps in your campaigns. And each strategy should be benchmarked and updated to ensure it scales with the needs of your company, because the only thing more detrimental than no strategy is an outdated one. Commercial results are, at a high level, the ideal goal, in which case, content marketing strategies should be geared toward:
- Qualified leads
- Closed deals
- Demo requests
- New customers
Strategies can also be less overtly transactional in nature, whereby the goals may be:
- More followers and subscribers
- Higher engagement
- Better online reviews
- More indexable web pages
Based on your immediate and long-term company goals, you may mix and match several of the above KPIs, as well as utilize a number of diverse asset types. To create a strategy, you must identify what your goals are, where the content gaps in your industry lie and how much budget you’re able to devote to content. From there, it’s a matter of ideating and communicating the message you intend to get across, and then adjusting your approach based on what’s working and what isn’t.