Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues. Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.

1. Creating and
Converting Leads
Through Content
Marketing
Creating and
Converting Leads
Through Content
Marketing

2. Content
marketing
is
the
darling
of
the
marketing
world
at
the
moment
because
it
has
such
power
when
it
comes
to
engaging
audiences
while
creating
and
converting
leads
that
bring
in
recurring
revenues.
Combined
with
an
overall
marketing
plan
that
includes
other
traditional
marketing
efforts,
content
marketing
has
proven
to
be
an
effective
tool.
Creating
and
converting
leads
through
content
marketing,
though,
involves
using
a
slightly
different
formula
than
companies
may
use
with
other
marketing
strategies.
The
Need
for
Information,
Not
Elaborate
Promotion
People
want
valuable
information.
Major
search
engines,
such
as
Google
and
Bing
give
high
ranks
to
web
pages
with
great
content.
Content
is
the
perfect
word-­‐of-­‐mouth
advertisement..
The
need
for
relevant
information
cuts
across
all
consumer
demographic
profiles
and
takes
into
account
the
changing
buying
behaviors
of
consumers.
Why
would
the
major
global
brands
such
as
Coca-­‐Cola
and
Procter
&
Gamble
ever
bother
to
use
content
to
further
promote
their
brands,
even
with
unlimited
advertising
resources
at
their
disposal?
Coca-­‐Cola’s
recently
launched
Content
2020
is
a
monumental
shift
in
advertising
approach
and
recognizes
that
consumers
trust
editorial
more
than
mass-­‐media
advertisement.
In
the
past,
a
company’s
marketing
goal
was
to
provide
information
that
the
company
thought
consumers
should
know.
As
it
rethinks
its
marketing
strategy,
Coke
is
leveraging
its
content
excellence
campaign
to
educate
and
entertain
consumers
to
the
point
of
making
them
feel
connected
to
the
brand
and
sharing
this
with
others.
Similarly,
Procter
&
Gamble’s
Man
of
the
House,
pitched
in
early
2011,
is
a
content
website
catering
to
a
new
audience:
“the
new
breed
of
man
who
participated
more
heavily
in
housework
and
child-­‐rearing
across
the
board,
often
while
his
wife
went
to
work,”
according
to
a
Forbes
magazine
analysis
of
the
campaign.
The
site
provides
tips
on
parenting,
cooking,
budgeting,
etc.
This
strategy
is
geared
toward
promoting
P&G’s
Head
and
Shoulders
shampoo
and
Gillette
razors.
An
established
specialty
coffee
roaster,
Ozone
Coffee
Roasters,
has
become
known
for
its
targeted
content
marketing.
Because
they
say
they
want
every
coffee
enthusiast
to
feel
special,
they
segment
customers
and
provide
specialized
content.
These
success
stories
prove
that
this
21st
-­‐century
version
of
advertising
gives
great
focus
to
the
informational,
rather
than
the
promotional.
Considered
by
many
as
the
new
advertising,
content
marketing
has
gone
mainstream
as
marketers
veer
away
from
the
traditional
to
take
on
the
changing
realities
of
engaging
socially
empowered
and
networked
consumers.

3. Content
Marketing
Defined
Simply
put,
content
marketing
is
creating
and
distributing
uniquely
appropriate
web
content
for
the
purpose
of
marketing
a
product
or
service
or
promoting
a
brand.
Its
goal
is
to
attract
potential
customers,
build
meaningful
relationships,
create
leads
and
convert
those
leads
into
paying
customers.
It
typically
involves
writing
compelling
copy
or
creating
an
engaging
video
feed
in
relation
to
the
product,
service
or
brand
being
promoted.
It
comes
in
various
forms
to
include
the
following:
Articles
Whether
published
online
or
in
print,
it
is
designed
for
leisurely
reading
because
it
needs
in-­‐depth
analysis
for
better
understanding.
It
may
include
a
call
to
action
(CTA)
button
that
leads
to
a
link
to
a
landing
page
or
a
request
for
feedback
or
reaction
in
a
comment
section
provided
for
the
purpose.
Blogs
A
blog
post
is
a
short
piece
of
writing
delivered
in
a
conversational
style
for
the
purpose
of
informing,
updating,
entertaining,
or
sparking
interest
in
an
idea.
It
tackles
a
short
topic
meant
to
be
read
immediately.
It
is
more
succinct
than
an
article
in
that
the
main
idea
is
introduced
early
on
in
the
headline
and
the
first
paragraph.
Like
an
article,
it
may
include
a
CTA
or
request
some
form
of
reaction
from
the
reader.
White
Papers
A
white
paper
is
an
authoritative
guide
or
report
that
offers
readers
a
clearer
understanding
of
an
issue,
a
solution
to
a
problem
or
an
enlightened
decision
making
benchmark
relevant
to
a
product
or
service.
It
can
be
downloaded
free
of
charge
in
exchange
for
the
basic
contact
information
of
the
reader.
This
contact
information
can
then
become
the
start
of
a
new
lead
for
eventual
conversion.
Free
e-­‐books
An
e-­‐book
generally
longer
than
a
white
paper
and
can
be
accessed
through
a
free
download
that
requires
the
reader’s
basic
information.
Videos
Pure
text
can
only
convey
so
much.
Knowledge-­‐Base
Articles
A
knowledge
base
is
a
compilation
of
articles,
user
manuals,
frequently
asked
questions
on
certain
subjects,
white
papers
and
other
authoritative
written
work
that
use
a

4. problem-­‐solution
approach
about
a
specific
topic
of
interest.
Authored
by
experts
and
thought
leaders,
these
written
pieces
are
created
and
stored
in
a
database
where
people
in
an
organization
can
search,
utilize
or
share.
They
are
also
accessible
to
customers
who
can
get
quick
answers
without
using
the
services
of
a
customer-­‐service
representative.
Webinars
A
webinar
is
a
web
version
of
a
seminar
or
virtual
web
conferencing.
Using
video
and
often
accompanied
by
a
slide
presentation,
one
or
more
speakers
delve
into
a
specific
topic
in
real
time
and
allow
viewer
interaction
through
questions.
A
webinar
can
be
set
up
for
a
handful
of
participants
or
can
be
arranged
to
accommodate
thousands
of
attendees.
Other
types
of
content
that
help
drive
traffic
are
case
studies,
emails,
press
releases,
RSS
feed,
resource
libraries,
brochures,
manuals,
information
guides
and
reference
guides.
The
key
to
content
that
sells
and
builds
audiences
is
to
maintain
its
quality
and
quantity
as
well
as
consistency
of
publication.
No
single
marketer
has
the
monopoly
of
ideas
as
the
Internet
allows
for
unlimited
sharing.
However,
similar,
related
or
even
old
content
can
be
reorganized,
restructured,
repurposed,
rewritten
or
updated
to
create
an
entirely
new
content.
A
Holistic
Content
Marketing
Strategy
Creating
content
simply
because
it
is
the
trend
is
a
costly
mistake.
Before
embarking
on
a
content-­‐marketing
campaign,
determine
the
message
you
want
to
convey
to
your
target
audience.
Make
an
honest
assessment
of
the
knowledge
you
possess
to
bring
that
message
across,
maintaining
focus
on
your
core
business,
product
or
brand.
Any
blog
posts,
white
papers
or
video
presentations
should
gravitate
around
the
company
business,
avoiding
any
direct
selling
attempts
or
overt
sales
pitches.
Remember
that
content
creation
aims
to
build
image
and
establish
thought
leadership
so
that
prospective
customers
will
trust
you
enough
to
like
and
buy
your
brand.
Delivering
the
right
message
to
the
right
audience
is
key
to
achieving
a
strategic
content
marketing
drive.
It
is
far
more
productive
to
target
a
specific
audience
with
a
single
well-­‐
crafted
message
than
deploy
a
generic
message
across
the
board.
For
instance,
an
oral
surgeon
will
have
more
success
posting
a
blog
on
oral
surgery
than
on
general
dentistry.
Or
a
store
selling
running
shoes
could
turn
into
a
hub
for
fitness
tips
on
running.
Narrowing
your
audience
to
a
particular
group
that
has
a
genuine
need
for
your
expertise
is
a
more
effective
strategy.
Creating
any
content
and
publishing
it
is
not
enough
to
ensure
an
effective
content
marketing
strategy.
Quality,
quantity
and
consistency
are
critical
components
for
that
strategy
to
succeed.
Mediocre
articles
and
videos
can
be
damaging
to
a
brand
because

5. they
show
a
lack
of
professionalism.
If
you
lack
the
time
or
skills
in-­‐house,
enlist
the
services
of
a
talented
copywriter
who
can
create
compelling
content.
Content
Deployment
Content
is
mere
content
if
it
does
not
reach
its
intended
audience.
With
hyper-­‐
connectivity
happening
on
the
Internet,
the
best
place
to
deploy
content
is
online.
A
good
start
is
your
own
company
website
with
a
few
article
and
video
postings
while
building
a
steady
stream.
Guest
blogging
on
other
reputable
websites
is
another
option
that
can
trigger
traffic
and
generate
leads.
Submitting
quality
content
to
article
directories
is
also
a
great
way
to
be
found.
With
the
proper
SEO
techniques,
link
building
is
enhanced
and
traffic
volume
for
your
website
is
increased.
This,
in
turn,
translates
to
more
leads
and
sales
conversions.
Social
media
is
a
leading
contender
for
attracting
consumer
attention.
It
is
a
popular
content
sharing
site
because
of
the
massive
number
of
social
media
users.
As
contrasted
to
traditional
media
addressing
millions
of
untargeted
people,
personal
interaction
and
specificity
are
staples
at
social
media
networks,
making
it
easier
for
targeting
to
happen.
Measuring
the
effectiveness
of
messaging
at
social
media
can
be
achieved
almost
instantaneously,
allowing
content
marketers
to
immediately
follow
through
and
nurture
sales
leads
for
eventual
conversion.
Although
they
are
themselves
types
of
content,
press
releases,
newsletters,
editorial
calendars,
white
papers,
webinars
and
e-­‐mail
marketing
have
interlocking
functions
serving
as
distribution
channels
of
content.
For
example,
an
editorial
calendar
may
deploy
the
holding
of
a
future
webinar,
conference
or
job
fair.
Developing
and
publishing
write-­‐ups
that
are
complementary
to
these
events
a
few
months
before
they
actually
happen
are
strategic
ways
of
increasing
traffic
and
generating
sales
leads
that
can
become
potential
conversions.
How
Compelling
Content
Benefits
Businesses
More
than
producing
links,
a
powerful
content
marketing
strategy
builds
long-­‐term
relationships
with
valued
customers
and
advocates.
These
influential
few
are
sure
to
be
walking
advertisers
for
your
brand
as
they
bring
in
more
links,
exposure,
sales
leads
and
conversions.
Keep
in
mind
the
following
benefits
to
craft
the
perfect
content-­‐marketing
strategy:
Compelling
content
establishes
trust.

6. When
prospective
customers
experience
a
continuous
supply
of
valuable
content,
they
will
keep
coming
back
for
more.
They
will
tend
to
look
at
the
content
provider
as
a
thought
leader
whom
they
trust
to
be
able
to
answer
future
questions,
not
just
someone
selling
something
to
them.
As
a
result
of
this
trust,
they
not
only
convert,
but
also
become
repeat
customers.
Great
content
enhances
web
presence.
In
the
digital
world,
SEO
is
a
way
of
life.
An
optimized
web
page
with
an
optimized
content
generates
high
traffic
volumes,
is
a
good
candidate
for
high
page
ranking
and
is
likely
to
be
more
easily
found
by
searchers.
Although
in
the
process
of
transforming
to
a
new
paradigm
to
meet
the
evolving
requirements
of
major
search
engine
algorithms,
SEO
is
still
the
great
determinant
of
the
search
engine
results
page
(SERP)
ranking
of
websites
and
web
pages.
A
higher
ranking
means
more
traffic
and
more
traffic
means
more
sales
leads
and
more
conversions.
Good
content
helps
boost
company
and
employee
morale.
Good
content
is
good
news
for
the
company
and
a
morale
booster
for
employees.
What
does
this
have
to
do
with
sales
leads
and
conversion?
Satisfied
employees
are
better
able
to
deliver
excellent
customer
service,
a
big
factor
that
helps
turn
leads
into
conversions.
Engaging
content
initiates
immediate
conversion
opportunities.
While
delivering
a
positive
write-­‐up
of
your
brand,
content
creation
can
increase
lead
flow
and
sales
conversions.
With
every
piece
of
content,
always
make
it
a
point
to
present
an
opportunity
for
prospects
to
connect
with
your
brand
by
requiring
them
to
sign
up
when
subscribing
to
RSS
feed,
white
paper
or
other
downloadable
materials.
You
may
also
include
a
call
to
action
(CTA)
at
the
end
of
a
blog,
video
or
infographics.
Content
sharing
encourages
the
socialization
of
big
audiences.
A
fast
and
easy
way
of
connecting
and
converting
leads
is
through
social
media,
because
of
its
personalized
and
segmented
format.
While
sharing
content
to
a
wide
network,
socially
savvy
content
marketers
are
allowed
some
flexibility
to
modify,
filter
and
customize
content
to
meet
the
requirements
of
smaller
segments
and
communities
who
may
not
have
been
at
first
thought
to
be
part
of
the
targeted
audience.
Repeated
sharing
helps
solidify
credibility
and
increase
potential
business
value.
Remember
to
use
the
appropriate
social
buttons,
create
enticing
titles
and
include
attention-­‐grabbing
graphics.

7.
The
Future
of
Content
Marketing
The
last
two
years
saw
a
dramatic
surge
in
the
popularity
of
content
marketing.
Many
content
advocates
paint
a
bright
future
for
content
marketing
for
both
the
B2B
and
B2C
sectors,
as
it
emerges
as
an
integral
component
of
the
overall
marketing
strategies
of
businesses,
big
or
small.
A
recent
infographic
from
Pardot
that
analyzes
the
metrics
of
content
marketing
says
that
an
incredible
90
percent
of
in-­‐house
marketers
surveyed
believe
that
content
will
become
even
more
important.
Ironically,
62
percent
claim
that
they
have
no
content
marketing
strategy
in
place.
Another
study
conducted
by
the
Content
Marketing
Institute
(CMI)
and
MarketingProfs
echoes
the
pervasiveness
and
growing
importance
of
content
marketing
in
the
marketing
mix,
with
social
media
being
a
popular
channel.
As
marketers
intensify
their
efforts
and
solidify
their
positions,
they
face
the
new
challenge
of
requesting
more
marketing
dollars,
staff
and
support
tools
from
their
CFOs.
There
is
indeed
an
overwhelming
clamor
for
the
use
of
content
marketing.
However,
since
it
is
a
baby
among
a
long
list
of
marketing
tools
already
in
place,
growing
pains
will
come
along
the
way
as
processes,
techniques
and
applicable
preferences
will
need
to
be
tried,
tested
and
perfected.
Others
assert
that
the
future
of
content
marketing
is
in
visuals
like
videos,
photos
and
infographics.
Whatever
happens,
content
in
all
its
forms,
will
continue
to
dominate
the
marketing
equation.
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