Useful content should be at the core of your marketing

What if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? What if they anticipated it and shared it with their peers? Let’s discover a solution!

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way… Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Content marketing is used by leading brands

To be effective at content marketing, it is essential to have a documented content marketing strategy. Download my guide to learn what questions to ask and how to develop your strategy.

Research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations throughout the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works!

Goal of sales or win

Drive demand for products and services by first creating subscribers who know, like, and trust your brand, who then convert into customers. As Robert describes it in his workshop, this is simply spending some of your marketing effort in building a group of people who are engaged with your approach but aren’t ready to purchase. When they are — your brand will be top of mind.

Goal of savings or subscribe

A cost-savings goal leverages a content marketing approach to see results similar to another program running in the organization (ultimately, it enhances or replaces the traditional initiative with the content initiative). From a “subscribe” perspective this is utilizing the power of an opt-in audience to deliver better or more effective performance from other business activities.

Goal of sunshine or grow

Sunshine, or what sunshine helps with most — growth — is all about creating better customers for our business. In essence, this goal focuses on creating more loyalty and retention with customers or, at minimum, more positive customer behaviors like cross-selling or up-selling.

Goal of audience relevancy

Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
  • Content marketing strategy comes before your social media strategy.
  • Search engines reward businesses that publish quality, consistent content.
  • Successful PR strategies address issues readers care about, not their business.
  • For PPC to work, you need great content behind it.
  • Content is key to driving inbound traffic and leads.
  • Content strategy is part of most content marketing strategies.