but were afraid to ask.
I do not know how I should bring this to your attention, but please no fuss or harsh words. This is really what you need to consider if you want to succeed. Ready?
We need better content!!!
Number one concept.
The work force of today needs information to help them do a better job at acquiring and keeping customers. Many companies are providing educational and instruction courses on and off line.
Before you dive into content marketing, what’s your strategy? Those who dive right into the pool without a strategy, suddenly realize there’s no water in the pool.
For a strategy to succeed you need what form of content? The kind found in larger companies.
Articles that will help your customers get full benefit of your product and service.
- Slides and other visualization tools.
- Social media.
- Printed materials
- Data analytics.
This short list is by no means complete. Make sure there is a path directly to your customers to get the answers you need.
As found in all business acquisition strategies you need goals, objectives and analysis. Data comes in many forms that will help you segment and customer profiling. The key is tying content to meet more specific needs of prospects and customers.
Do you provide products that YOU think are simply ready to install?
Though it may seem simple enough to install, has your engineering team created new features to enhance your products and services? Performance? Pricing? Being known as an industry solution provider is a great branding technique to share with everyone.
When providing good, educational and instructional content for your products and services, customers have a place to turn to for help. Your content marketing is a testament to the notion that people don’t want to be sold to — they want to be informed, empowered, engaged and always innovative.
Think about the sociological implications of content marketing. We all know the traditional methods of advertisements are aggressive. But not content.
“If content is not informational and educational, then it’s not content marketing.”
Content marketing is far-reaching, enduring and beneficial. As opposed to advertisements, and other types of promotions, content marketing is timeless. Content when published never goes away.
Innovation is a must have powerful tool to write about. Especially when it satisfies the need and expectation of your customers. Not just on the engineering side, results must be shared from marketing and sales. Innovation seems to occur more frequently when you have a mixed team of employees, each one bringing their own thoughts for discussion.
Empowering your team to collaborate with customers to learn the ways they are using the product, is a great place to start, or if already in place, to write about. Make sure your sales team can gather additional information from their prospects as well.
The ability to reach a large audience with a quality piece of content can bring notoriety and kick up the company’s ROI a notch or two. When it comes down to it, content marketing is an effective and lasting way to reach potential customers without destroying the budget.
Content marketing is an economical way of branding for your business. Most companies use content marketing strategies because they want to build a reputation known for their outstanding products and services which is not possible in any other way for a specialty business.
With the help of a good content marketing strategy, the readers your company reach, may feel better about who you are and about the facts related to your expertise.
On the tactical side of marketing, content marketing is a very good search engine optimization (SEO) tactic which helps to bring more traffic to your website. SEO experts love to use content marketing, because this is a good way they can attract targeted traffic to a website.
In summary, strategic content marketing:
- Provides timely and better content.
- The writing exudes strong industry knowledge and innovation.
- Your team uses analytics for measurement and relevancy.
- Some people swear using gated content is necessary and others swear it’s a waste of time and money.
If you do case studies with a lot of data or thinking about writing an eBook, you may want to share those materials first with your customers. Eventually test them with call-to-actions and landing pages. You’ll have the right answer in no time.
Thanks for reading. Please share our content with a friend.
Learning, Marketing and Advertising, MCG eVal.u.ations, Coaching, and Consulting. It’s what we do. It’s what we like to do. It’s the best marketing evaluation to get you and your company back on track.
Thanks again for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.