Content marketing involves creating and sharing material online to stimulate interest in a product or service. It can also be used to stimulate interest in a brand or company. The content itself may be contextual or visual as long as it conveys a message. Anything online that conveys a message is considered content. This includes infographics, blogs, videos, podcasts and yes, the written word. Even the graphics on your website are part of your content. The key to successful content marketing is to convey a consistent message across all mediums, eventually winning the hearts of consumers. Content marketing involves many different variables and applications, so it can be difficult for those who are unfamiliar with the process. However, an effective content marketing strategy will not only stimulate interest, but it can grow an audience and increase revenues exponentially. Content marketing is a necessity in the digital marketplace because it is inherently part of the design. It is basically what makes up the internet, some companies are just more successful at it than others. It is important to first define your audience before taking an organized and focused approach to your content marketing. If utilized properly, it will drive a very profitable customer base.
A content strategy involves planning, developing and managing a company’s compiled network of content for a specific directed purpose. The content may be text or media files. Content encompasses everything posted in digital or written format which conveys a message. It is vital that the content is relevant. However, it must also be well-organized and structured in a cohesive manner. This will improve and encourage the user experience. It can be difficult to develop a sustainable and effective content strategy. To be successful, it is very important to understand the five stages of the content lifecycle. These stages are analysis and auditing, strategy, planning, creating and maintaining. A content strategy is more comprehensive than a content marketing strategy. It involves managing all content belonging to a business rather than just those used for marketing purposes. A content strategy is central to a content marketing plan and it always comes first. In its purest form, your content strategy defines the purpose of your business. It governs all usable content for your business on any medium. An effective content strategy conducts regular audits and content inventory for the business. It also defines the digital framework for a site. This describes which specific team member is ultimately responsible for each type of content and its placement.
Blogging in an of itself can be a business. However, one of the most effective approaches for modern companies is to run a blog on the business website. This practice offers many advantages. It is a fantastic way to connect with your target audience while showcasing your expertise. Using blog posts can also help build a community of followers and inadvertently drive convertible traffic. Consumers like connecting and typically go online in search of information to solve a problem. That problem may be anything from entertainment to getting rid of fleas or making a purchase. Running a blog and posting consistently helps keep your brand front and center in your audience’s mind. This is one of the great things about building a community of followers. They read your blog consistently and grow to trust your brand. The next time they need a product or service offered by your company, consumers will think of you first. They are more likely to do business with you because you have built trust. This is also an
effective and cost-efficient way to advertise your product or service. It can be done without shelling out a lot of dough on ad spend. All of the most successful brands typically incorporate blogs with regular blog posts into their websites.
Sales collateral encompasses any type of digital or written content which supports any part of the sales process. It is meant to educate prospects and give them objective information on the product or service being offered for purchase. Sales collateral does include brochures, catalogs, and direct mail materials. However, PowerPoint presentations, Microsoft Word documents, and PDFs have become much more mainstream. The rise of the internet on the world wide web offers endless possibilities regarding sales collateral. In today’s society, sales collateral may be online or offline and it is best to have a mixture of both. Effective materials should clearly state features and benefits while communicating even the most minuscule details. It must be visually appealing and easy to understand. The key to successful sales collateral is making it comprehensive and unique without a lot of confusing technical jargon. It should convey the most important points to the prospect. It should also communicate the most important features that set your company’s product or service apart from the competition. Sales collateral is a massively important part of both your content strategy and your marketing strategy. The specific approach will be dictated by both the product or service and the specific target market. This is true whether your company’s sales collateral is traditional or digital.
Email, Drip Campaigns
Drip campaigns are a set of marketing correspondence sent out to a recipient on a predetermined schedule. Many people refer to drip email campaigns simply as drip campaigns. A drip campaign can utilize other forms of marketing and doesn’t necessarily have to be an email application. That being stated, email drip campaigns are some of the most effective marketing mediums available. They offer a staggering return on investment while helping to spread brand awareness and build an audience. Effective email drip campaigns offer an open rate above forty percent, which means the target usually sees the email. This gives a company much more opportunity for recipients to click thru or complete the call to action. It also gives the company an opportunity to build trust with that particular prospect, increasing the likelihood of future business. Effective drip email campaigns typically employ shorter emails that are personalized and to the point without a lot of fluff. People are busy and tend to dismiss correspondence with too much irrelevant information. These emails also typically end with a bold statement call ton action, one that compels and inspires the recipient. A drip email campaign should always be personalized to the recipient. However, using templates from other successful drip campaigns can make formatting them easier.
An ebook is a great way to showcase your authority in a certain niche to a very detailed degree. It offers more detail than a blog post allows. Since ebooks are downloadable, they are inherently easy for the audience to access. They can also be used as an effective content marketing tool. They can generate leads, drive traffic and increase revenue for your business. One of the best traits about ebooks is the fact that they are digital. This allows them to easily display clickable links within the text. Many marketers
and business owners use ebooks to demonstrate a company’s trustworthiness and niche authority. Writing an ebook on a complex topic allows you to showcase your in-depth knowledge. It also gives you a great opportunity to repurpose content. Many companies choose to have an ebook written around the central theme to their marketing strategy. It is then easier to pull sales collateral, marketing content and even social media posts from within the pages. Instead of searching endlessly through old posts for content to repurpose, simply pull it from the ebook. This method is also extremely cost effective and can be used to generate additional revenues. Marketers sometimes sell the right to download and read an ebook. They may also offer it in exchange for signing up to receive the company’s newsletter.
Podcasts, Webinars, Videos
Podcasts, webinars, and videos are a very personal way to connect with your audience. They are also a highly effective part of your content marketing strategy. Recent studies show that over forty percent of Americans actively listen to regular podcasts. Podcasts appeal to large audiences because of their easy access. Everybody is busy, and you can listen to a podcast while you actively engage in another activity. The same is similarly true for webinars and videos. Consumers absolutely love webinars and videos, too. They work well across multiple platforms and are incredibly personal. It is this type of transparency and personal touch that audiences crave. It can take someone from an information gathering prospect right into being a loyal die-hard customer. This type of customer may often refer your company to friends and family. As effective and efficient as these marketing tools are, they do need to be promoted to realize their full potential. A Podcast isn’t any good if nobody hears it. Many experts believe these products have gained popularity in recent years for their convenience. The people featured in them typically come across as more genuine. This is as opposed to a television show or commercial featuring some star from Hollywood. The people featured in Podcasts, Webinars, and Videos could potentially be your neighbors and consumers seem to connect with them
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