There’s no doubt about it; we’re in a content marketing battle zone!
You’d better keep up – or move out!
As more B2B marketers go that extra mile with their marketing campaigns, customer expectations are also rising. So much so that today’s marketing professionals have really got their jobs cut out for them!
Let’s face it …
Customers these days know exactly what they want (and it’s generally ‘bigger‘, ‘better‘, ‘faster‘, ‘more‘!)
They also have a good idea of where to get it. And if they’re not sure, they’ll ask their best friend Google to throw some suggestions at them!
Content marketingis a really powerful asset for any company looking to organically increase their business revenue.
But, like many other forms of marketing, one size doesn’t fit all. And a tailored approach needs to be adopted if it’s to provide any level of success.
So what exactly is Content Marketing?
Content marketing is a focused on the creation, publicationand distributionof content for a targeted audience. It is often used by a company’s marketing team to:
Grow, diversify and build relationships with their customer base
Encourage online purchasing
Encourage retail purchasing
Increase brand awareness
Create an online community of loyal users
Neil Patel offers some fabulous examples of content marketing on his website, take a look for yourself. http://neilpatel.com/
How long has the concept of content marketing been around?
Although it’s a bit of a buzz word amongst proactive marketers, content marketing has been around for well over a century!
In 1895, John Deere launched the magazine The Furrow, in the United States. It offered suggestions to farmers on how to become more profitable. The magazine initially had very little to do with the agricultural machinery John Deere sold – but the content was considered extremely valuable to the farming community and it generated a loyal following of readers.
The general idea around content marketing it is that instead of openly pitching your products or services via one or two selected channels, you instead look to deliver a range of digestiblecommunicativepieces.
These are distributed across a variety of different channels. They are designed to educate buyers and/or offer them something of value at a low or zero cost, whilst still maintaining a consistent message.
The thought process behind this type of content strategy is simple. If we, as businesses, deliver consistent, regular, trusted, valuableinformation to our customers, they will ultimately reward us with their custom and loyalty.
Where is content marketing used?
Content marketing tactics can be used across a multitude of marketing channels (including offline streams). However, the majority of content discovered by today’s B2B audiences comes from just three areas of digital marketing. Email marketing, search marketing, and social media marketing.
The 2016 Content Marketing Benchmarks report found that UK content marketers used an average of 12 different content marketing tactics.
At Amberry, we will help you select and execute the most effective strategies for YOUR business, including:
Social Media – content to be shared on social media channels, with the sole purpose of driving visitors to your website.
Case studies – so you can prove how your products and services really make a difference in the real world.
Photographs / Illustrations – use professionally produced imagery to help maintain your brand credibility.
E-Newsletters – keep your brand alive and relationships leads warm; coax potential customers back to your site with new offers and engaging content.
Website Articles and Blogs – informative content that keeps customers up to date with ongoing projects, how-to guides etc.
Videos – short, eye-catching videos that stir the imagination and increase conversion rates.
Events – use events such as conferences to drive delegates to your online content.
Infographics – visual stories that are easy to read and understand; sticky content that has the potential to go ‘viral’.
Online Presentations, Webinars and webcasts – share your expertise in return for sign-ups.
White papers, ebooks and guides – valuable information customers will sign up for. So you can further nurture your relationship with them.
Where else can content marketing be used?
Other digital B2B content marketing strategies include:
Branded content tools
Podcasts
Online press releases
Distribution of research reports
Customer review ratings
Quizzes, surveys & competitions
Designing mobile apps and games
Branded micro sites
E-books and digital magazines.
Content is what sparks new relationships with potential customers. So, whatever mix of tactics we mutually decide best suits your business, we’ll always keep focused on one thing.
CREATING & USING CONTENT to GENERATE LEADS and INCREASE SALES.
Which content marketing formats do I need to prioritise?
This will most likely depend on where your customers are in the buying cycle, as there will be certain forms of content that can be exploited to nudge them further down the sales funnel.
Most companies will choose multiple tactics as part of their overall content marketing strategy since different types of content affects the customer in different ways.
But sometimes less is most definitely more. And you should take care not to diversify your efforts to the point of dilution.
Often, a single, focused tactic works better than a dozen tactics that are half-heartedly executed.
Simplicity & cost ‘vs’ effectiveness
The question on many lips at this stage will be ‘what’s it going to cost me?‘.
Sadly, there are no hard and fast answers to that question, without undertaking a situation analysis/marketing audit of your current business practices.
However, the chart below will give you some sort of idea of the level of investment required when compared to the likelihood of favourable results.
Click for larger view
Top tips for great content
Sujan Patel, a leading expert in digital marketing advises content creators to keep it simple and:
STOP OVERTHINKING CONTENT
Stop stressing about creating that ideal piece of content and just be yourself. Start writing about the things your customers love, not only things that you think fits the ‘brand image’.
SUBSTANTIATE YOUR INTENTIONS
For example, rather than saying you want to create “viral” or “shareable” content, think more along the lines of creating something that is “thought-provoking,” “controversial,” “amusing,” or “surprising.”
STOP COMPARING YOURSELF
Forget what the competition are doing – focus on what’s currently working for you and what YOUR customers want to see.
PROOF & EDIT … THEN DO IT AGAIN!
Yes, it’s absolutely essential, but having half a dozen people view and comment on your content before your message finally goes live is a waste valuable visibility time.
Need help finding the right content for your business?
Call us on 07873 684858 or email info@amberry.co.uk to arrange an informal chat.
Grow, diversify and build relationships with their customer base
Although it’s a bit of a buzz word amongst proactive marketers, content marketing has been around for well over a century!
