Content is Power

By Zachary Clark, Account Coordinator 
03/12/2014

For most of us, we’re in the business of driving sales, generating revenue and attracting customers, but in today’s digital age it has become increasingly harder than ever to do that. That’s where many believe “Content Marketing” can help.

“Content Marketing” has been a huge buzzword around many industries. Some love it, some hate it, but we can’t deny the facts. According to Social Media B2B, B2B companies who blog generate 67% more leads than those who don’t. And, 61% of consumers feel better about buying from a company who produces their own custom content.

What is Content Marketing?

Content marketing is simply creating and distributing valuable materials or information to your customers or potential customers. The focus should be on “valuable.” Consumers will want to interact with your company when they see it’s worth their time. The question to ask is: what extra benefit am I providing my customers? It’s not enough anymore to put on a great deal or to have a great product, you need to add more value, and consistently, too. 

Should You Content Market?

The answer is: it depends. It’s reliant on the fact that you have to be dedicated to it. Content Marketing isn’t something you can start and then all of a sudden stop. If people become engaged and interested in the content you’re providing, they’re going to keep coming back for it. But, once that content has stopped flowing then there is no more value for that person to keep going back to your company.

The best solution for dedicating yourself to content marketing is to put a person on it. Have an employee that only does social media and content. It will be their sole purpose to drive awareness of your brand through content and in turn attract more customers. This might sound like a weary investment, but let’s go back to the statistic from the beginning. If you can drive 67% more leads because you’re producing content, then you will easily see your ROI. 

3 Keys to Getting Started on a Content Marketing Campaign

#1 -- Schedule:

Put together a schedule of topics that you want to produce content about. Write your blogs, put together pictures, put out case studies all based off of your topics. The best way to derive your topic list is to look at your industry or the customers you’d like to reach. See what their interests are or what they would find valuable and produce content around that.

#2 -- The Content:

What’s a content marketing campaign without the content itself? Everything put out by your organization should be slick and professional looking. The person you just designated to run your content marketing should be graphic design inclined and be able to put out high quality work. If not, outsource it.

#3 -- Professional Website:

Your content should ultimately drive people to your website or to call you. Make sure you have a professional look and feel so people feel comfortable interacting with you. There’s no bigger turn off to a potential customer than a lacking website.

Now, you’re all set to start your content marketing campaign! Give us a call if you need any more advice on how to get started!

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