If you’re interested in marketing your business online, you can’t escape hearing about content marketing. It’s everywhere you look or listen.
60% of B2B decision makers say branded content helps them make better purchase decisions.
61% of consumers are more likely to buy from companies that offer custom content.
CONTENT MARKETING means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
Successful content marketing is communicating the right message at the right time to your customers. The strategy starts with defining buyer personas and identifying questions they ask during their buying process. Then marketers, creatives, and business stakeholders can decide which content types – at what frequency – are best suited to answer these questions. Weekly blogs? A quarterly infographic? Maybe a monthly video tutorial.
Once these elements have been defined and documented, you have the foundation of your strategy. At Brafton, we call it a Creative Brief.
In today’s search space, content marketing is search engine optimization – just ask Google. Content is cached, ranked and delivered after scrutiny from Penguin, Panda, and Hummingbird. At Brafton, we aim to please your users – who are harsher critics than the algorithms. Plus, the more often people click on your content, the more you influence their personal search results, bringing you one step closer to winning more customers.
People expect social updates faster than the speed of Twitter feeds. A content archive and a consistent editorial voice helps you stand out as the (teacher? friend? icon?) customers want to follow online and off. 72% of marketers agree: Updated social pages help influence deals. Your content marketing plan should put your words and images to work across social channels for every opportunity to drive impact.
Newsletters and nurture campaigns, no sweat. A solid content marketing foundation encompasses the blogs and eBooks that become resources for ongoing email strategies. By matching send segments to personas targeted elsewhere around the web, you have the chance to more closely align your efforts and get the most from content marketing. Reduce, reuse, recycle – aka repurpose your content – for ROI.
Whatever the content mix, whenever a buyer visits your site, he should find something fresh, relevant and timely to greet him. Brands that educate prospects – better than someone else – earn trust and credibility. An entertaining learning experience brings people back to your content and company, so when they’re ready to buy, it’s with you. That’s the ultimate goal of any successful content strategy.
At Axiom Marketing Agency, we help our clients with a range of online marketing needs, such as content creation, content promotion, search engine marketing, web analytics, website management, social media management, email marketing, paid search campaigns, and more.
From content strategy to content creation, to promotion of content, to analytics of content performance, organizations need to find a balance in all aspects in order to see great results from their content marketing efforts.