Neither is it the ‘next big thing’, despite themillion or so blog posts that say otherwise!The term ‘content marketing’ might be arelatively recent one, but the concept hasbeen around for decades.Sift Media has been running successfulcampaigns for b2b brands since 1997 andthe most effective have always been builtaround quality content (downloadableguides, video, podcasts, blogs, webinars etc).
No, but what is new is the degree of reachyou can have with your content.Social tools can and do provide reach to awider audience, and the ability for readersto act as ambassadors by re-postingcontent to their followers is a powerfulthing indeed.Add to this the massive rise in mobileaccess, and brands are enjoying betterquality engagement with higher volumes ofpeople across multiple devices at all timesof day and night.Now that’s new and exciting!
You almost definitely already have thecontent and you probably already have theresources.The chances are you’ve been working inyour industry for a while. You may haveforgotten how much industry knowledgeyou have and be totally unaware of howmuch you take it for granted.
So dig up that old content(guides, presentations, project planningdocuments, and even meeting notes). You’llsoon get a glimpse of what you have at yourdisposal and how you can quickly and easilycreate something of value for your audience.Of course, if you have the budget and youwant to outsource content creation andproduction to external agencies then go for it.It could be a valuable investment.
What do you talk about with yourcustomers? You must discuss something inbetween introducing yourself and closingthe sale? Well that’s your content rightthere.What are their challenges? How is theindustry changing? What could they do togain more business or improve efficiency?And so on.Try and avoid it, but if you have to you caneven discuss your product or service – justmake it helpful and informative to thereader rather than a bullish sales push.
4: IT’S THE SOLUTION TO ALL MARKETING OBJECTIVES
Content marketing may have the potentialto deliver results when it comes to leadgeneration, brand exposure and othercampaign objectives, but the process ofproducing a high-value piece of content isjust the start of the story.Engaging new and existing prospects withcontent may be highly effective, butremember you have a lot of other balls tojuggle.
Content marketing is only one part of yourmarketing mix. Your social platforms maysupport your content marketingcampaign, but these tools need a completelyseparate strategy (unless you plan on onlyposting a tweet when you have new contentto promote – which you don’t do, right?).You’ll also be wanting to keep your marketingeye on relevant offline activity like events andawards. Again, you may wish to integratecontent marketing into these channels, butthey are projects in their own right and needto be treated as such.
So don’t be afraid of producing content foryour next campaign.It may not be the new and exciting conceptthat many suggest, but with exponentialgrowth in reach and engagement in recentyears it certainly has the potential to deliverstrong marketing ROI.No bullsh*t!