As I mentioned in my blog post last week, The ABC’s of SEO, many SMB’s who have been practicing SEO for years are now using content marketing; a new, innovative approach to help them increase their marketing reach.
Content marketing’s basic premise is to “provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.”
As a marketer, the idea of content marketing is very exciting as it means having the ability to use less intrusive means to gain a potential customer’s trust before they buy your services or products. This often takes the shape of providing e-newsletters, whitepapers, social media posts and yes, even blogs to potential customers. Content marketing does not ask audiences to buy anything or give us anything in return, it only provides information to build trust. So instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
The premise of this type of marketing is intertwined with the content of a Brand’s equity. Users will become engaged and create a positive correlation experience with said Brand, making them more likely to purchase said Brand.
As the owner of Creativeworks, a marketing agency dedicated to increasing marketing results for SMB owners, my clients have started asking a few questions about how to get started with a content marketing campaign. Here are a few tips on the key things you might want to consider before getting started with your campaign.
Note: Before creating any marketing campaign, make sure it is tied to your marketing strategy.
Content is king, as they say. Spend a good deal of your time mapping out exactly what you want to say. This type of marketing is not a one-off, so you’ll need to think of creating a content schedule for a long-term campaign. For example, if you are writing an e-newsletter, one issue will not work to gain and build customer trust. You’ll need to think of creating regular content.
Clearly the intent is to attract an audience to your content. The overall goal is to connect content with its intended audience. There are various means to accomplish this, including social media, e-newsletters, blogs, display advertising and content sharing tools like Pinterest, Yelp, and Pixable.
To gauge whether your content marketing is working, you’ll need to see if you are gaining an audience. You can do this by looking at: the impressions, open rates, website analytics, customer actions and response and finally the ROI including the actual sales or customer impact as a result of media and engagement.
It’s important that equal amounts of time are spent on measuring the impact of content, as well as the actual content development or management.
Finally, we must remember that content marketing is yet another marketing tactic in your marketing toolbox. As such, it, like all marketing tactics, needs to be tied to a marketing strategy to realize long-term gains, build brand recognition and increase ROI.
How About You?
Are you thinking of trying content marketing? If so, what made you decide to try it? I look forward to hearing from you in the comments below.