February 18, 2016
Content Marketing: What it’s Really All About
by Erin Johnson
We’ve covered the basics of marketing automation and how to effectively utilize email communication, but there is an overarching component to your marketing program that must be thoughtfully planned out before ever implementing these tactics – or any, for that matter. It’s your content marketing strategy.
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What is content marketing exactly? The Content Marketing Institute defines it as “the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” Sounds fairly simple, but a successful content marketing initiative is anything but.
Delivering valuable information to your customers and prospects will help position your company as a go-to resource, ultimately generating more business and more loyal customers. Chances are you have great content already, or at least have access to creating it. Here are six steps to get your content strategy off the ground and running.
1. Teach your audiences something new and useful, not just about your company/products. Look at your brochures, Web pages, technical articles and other marketing collateral. Do they hit upon the pain points of your customers’ everyday jobs and provide them valuable information to improve their businesses? If not, it’s time to look at refreshing your pieces and adding content from your experts.
2. Tie every piece of content back to your key objectives. It’s a balance between delivering content that is of value to your customers but also beneficial to you. What is your company trying to achieve? Make sure you align content with your business lines of focus for the year – and beyond.
3. Schedule content. A content calendar is an effective tool to help roadmap your messages for the year. It will also allow you to see where gaps are and identify areas where you need to create new content.
4. Repurpose your content and distribute it through all of the (pertinent) channels available to you to maximize your investment. Is the information from your technical article summarized on your website? Is an interesting statistic from it posted on your company’s LinkedIn page? Get the most out of your valuable content by communicating it wherever makes sense.
5. Use a consistent tone and “brand voice” across all channels. Even though you may have several writers drafting content, it needs to sound like it’s coming from the same place. If you don’t have a brand voice guide, that is a good starting point to set the stage for all content coming from your company.
6. Measure, measure, measure! Track the engagement of each content piece, and hone your content marketing strategy accordingly.
Want more information on content marketing? Download our Digital Guide 2.0 here.
Questions or comments? Email me directly at Erin.Johnson@quanex.com.
February 18, 2016 by Erin Johnson
Filed under: communication