What is Content Marketing?Unlike traditional interruptive marketing, branded content is engaging, relevantand provides value, to attract and acquire a clearly defined target audience - withthe objective of driving profitable customer action.It’s the art of communicating with your customers and prospects without selling.Instead of pitching your products or services, you are delivering information thatmakes your buyer more intelligent. The essence of this content strategy is the beliefthat if we, as businesses, deliver consistent, ongoing valuable information to buyers,they ultimately reward us with their business and loyalty.And they do. Content marketing is being used by P&G, Microsoft, Cisco Systems andJohn Deere. It’s also developed and executed by small businesses and one-personshops around the globe. Why? Because it works.According to the Roper Public Affairs, 80% of business decision makers prefer toget company information in a series of articles versus an advertisement. 70% saycontent marketing makes them feel closer to the sponsoring company, while 60%say that company content helps them make better product decisions.You can create marketing that is anticipated and truly makes a connection! You candevelop and execute “sales” messages that are needed, even requested, by yourcustomers.The State of Content Marketing 2012 (Outbrain Study)• 100% of brand and agency marketers use content marketing.• Video is the most common form of content created.• Social media is the most popular channel for driving traffic.• Social media, video advertising and content marketing are viewed as the most effective tactics for brand awareness and affinity.• 82% of marketers will increase content marketing efforts in 2012.(continued)
(Page 2)10 Visual Content Marketing Tips1. Make a commitmentDon’t miss opportunities to connect with existing and prospective customers.Treat content like a critical business asset and allocate a budget for planning yourstrategy, content development, and publishing. Make sure your content supportsbusiness goals, drives results and meets client needs.(continued)
(Page 3)2. Know your audienceBasic website user data is easy to get (Google Analytics). It can be moredifficult to determine your visitors’ intent. This information is important asyou consider the various kinds of content your clients are interested in.Is your goal to get people to buy something? Or, do you want sign-ups foran event? Pinpoint your audience for these goals. Define your success metricsand figure out the audience needed to attract those metrics.3. Understand what content your audience wantsOnce you know a few things about your audience, think about what intereststhem. Media consumption habits are undergoing dramatic changes now.One company’s clients might be interested in short items that can be readquickly, while another’s might prefer how-to videos. Think about where theaudience prefers to consume content. Your website or Facebook? Their smartphone or desktop? Conduct interviews with clients to find out. And check outwhat your competition is doing.4. View yourself as a publisher, create an editorial calendarMap out when and what content will be published in a 12 month period.Think strategically about what types of content you release. Publish them ina timely manner and support them with appropriate marketing initiatives.5. Have a strong and consistent voiceMake sure what you publish is unique and identifiable as coming from you.Think about your tone. Lighthearted and conversational, or authoritativeand scholarly. Communicate brand missions, values and philosophy in simpleterms and eliminate the use of corporate speak and buzzwords. Be consistentacross all communications to avoid confusion.(continued)
(Page 4)6. Offer valuable informationProblem-solving content is a good way to show clients and prospects thatyou are interested in helping them accomplish their goals or meet theirobjectives and isn’t just trying to sell them. This builds trust, makes you anauthority in your field and encourages people to return to your site.7. Be relevantBe proactive and deliver relevant content to your users, insuring that everyvisit to your website is meaningful and interactive.8. Determine your objective(s)Why are you creating this content? Consider calls to action, triggers or otherways to further the momentum of users along the path toward your desiredobjective.9. Repurpose and promoteHow many ways can you use and distribute your content? Can a webinar bereworked as a whitepaper? Can a whitepaper be broken down into a seriesof blog posts? Make sure you are reaching your clients consistently across allchannels.10. Track resultsOnce you have an editorial calendar and can repurpose content acrossmultiple platforms, your content should start driving engagement,conversion and revenue. It’s imperative to track the results. Measure howmany people viewed certain content, how many clicked through to anotherpage and how many converted. It will be clear what is and isn’t working,enabling you to refine your efforts and continue to improve your results.Need help?To take your content marketing to the next level contact Lori atBersonDeanStevens: 877-447-0134, x111 or Lori@BersonDeanStevens.com.