The Shift Building the Business Case for Content MarketingBy: , A Content Strategy & Development Team
It is kind of stating the obvious but in case you dont know,The Internet haschanged everything.One aspect of such changes is how people buy. In the not- Oprah Favorite things as an example. As a consumer, youso-far past, we used to know about products or services didnt have a choice but to wait for the media to let youfrom the ads on magazines, radio, TV or newspapers. As a know about new products, that was your only source ofbusiness you have only two methods of delivering your information, other than the occasional recommendationmessage masses. Either you buy ad space from the media, from a family member or a friend. Brand building was awhich cost a fortune sometimes, or you just get lucky and hard and costly process.some celebrity likes your product and endorses it,
Enter the Internet,and the power is taken from the media and big budget for example, youd turn to ask Google, Facebook, Twittercompanies to the smart and agile businesses and the or even Instagram and Pinterest. They have all theconsumer himself. Now the consumer doesnt wait. answers you need.Whenever you need to buy a new computer or a new car,
"Content marketing is the onlymarketing left."Seth Godin, bestselling author and marketing guru.Book Tour Seminar, January 2008
If you want consumers to find your, youhave to produce helpful andmeaningful content within yourproduct or service category. Welcome tothe world of Content Marketing.
A River Pools StoryLet us look at how a small company in a thought of his company as the most youd turn to River Pools and Spa website.highly competitive industry took the valuable, helpful, and remarkable online Next time your friend brings up herpower through the internet and adapted source on swimming pools, producing intention to install a pool youdits marketing process to accommodate the informative and entertaining content to recommend the company website to her.shift in the consumer behavior. consumers. If you are a mom who wants When its time for you to actually buy a to install a swimming pool for her children pool, guess whose name would jump toRiver Pools and Spa is an American in her backyard, the company website will your mind first?company operating from Warsaw, answer any question you might have in aVirginia. The company installs swimming Sheridan early adaptation of content lengthy article. How to keep your childrenpools throughout Virginia and Maryland. marketing (he started his content safe? How to keep your pool clean? WhatThe swimming pool industry is dominated marketing approach in 2002, way early in kind of pools you should buy? All theseby large manufacturers, which makes it such a young industry) led River Pools and questions and much more, youd find theirdifficult for a small young company to Spa to a tremendous growth, despite answers on the River Pools and Spacompete, but Marcus Sheridan, one of the years of record rainfall, a housing slump website. Google will lead you to them,three owners, took a different path to and the economy depression. In 2009, the without you even knowing about thecompete with the big guys. He didnt think company sold more fiberglass pools than company existence. Next time you need toof his business as only selling pools. He any other company in the United States. know more about pools, its only logical
"Advertising is a luxury, but contentis survival."Joe Pulizzi, Author of Get Content, Get Customers(McGraw-Hill, 2009)
You Need ContentMarketing. Why?Awesome content makes accidental browsers regular new customers and keep your loyal fans coming for more.visitors and subscribers to your brand message. Visitors Okaz, a leading newspaper in Saudi Arabia used to boastturn into customers. Customers turn into fans. Fans turn, about its million-daily- reader. When you adapt contenthopefully, into your brands ambassadors, spreading your marketing, you reach to far more audience than whatmessage across to their family, friends and contacts on Okaz has to offer. You do the math.the web. Content marketing is the most authentic andcost-effective way to build your brands awareness, win
The New Worldin Numbers The internet global population by 2014 is 2.32 billion. 241 million of them are in the Middle East and North Africa. 42% of users research products online before they buy. 21% read users review before they buy. More than 30 million of MENA internet users are on social media (Facebook, Twitter, Instagram, etc.). 54% of Saudis online use social media as a source of insights for products and brands.
"Content is story. And content strategyis storytelling."Prateek Sarkar, Director of Creative Services at Disney.Confab (a content strategy conference), May 2011.
So you want to produce fabulous content that charm your audience and make your bottom line happy.But How?
Content Strategy is the core of yourcontent marketing initiatives.Start with your brand message. Whats the promise you present to your customers?Put a clear business objective you what to achieve throughout your strategy. Do you want to establish your brandawareness, drive more sales, etc?Define your buyer persona online. Whos your target market?Find out where your customers live online? What specific social platforms do they use? (LinkedIn, Twitter, Facebook,etc.)Plan your editorial schedule, what subjects, based on your brand message; you want to talk about, how, and when?Measure your work. What metrics do you use to measure how successful your strategy is? (1000 visitors to your blog,100 mentions in Twitter, 600 likes on Facebook, etc.)
helps you plan the content strategy you need. Wealso work with you afterwards to produce the awesome content youplanned.We turn your business to an infinite source of beautiful stories thatentice your audience and captivate them. We also help you be a betterstoryteller.Our goal is to create, with you, an ovation-worthy performance for your business.
Thank you Lets stay in touchHuda Salih- Senior Storytellerhudasalbaq@yahoo.com@hudasalLinkedin.com/in/hudasal
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