content marketing

Creating a Content Marketing Strategy to Attract Your Target Audience

With the help of tablets, laptops, smartphones, and the Internet in general, more people are relying on the convenience of online shopping to find everything they need and want. CPC Strategy reported that mobile ecommerce growth has been steady since 2009, while ecommerce sales have grown by 10 percent a year. For this reason, marketers need to put a majority of their time and energy into creating compelling digital and content marketing campaigns that will intrigue potential customers to keep reading. There is more to digital marketing than just using social media and creating a blog when you get a chance; it takes dedication, strategy, and consistency to create a campaign that gets results.

Content is Still King

The phrase “Content is King” was never more true than it is today. According to the Content Marketing Institute, [Read more…]

Why CEOs Care About Search Marketing

I’m always amazed at how much CEOs care about Search Marketing.  Since I’ve been helping clients develop successful search marketing programs for over 10 years, it’s easy for me to focus on the details of organic and paid search advertising and forget how strategic it is.  When you are concentrating on click through rates, display ad targeting options and organic link building, it’s hard to remember that search marketing can achieve important objectives for company leaders.

CEO’s have a challenging job keeping the company focused on the right strategic mission, building the team, focusing on the most important customers and making sure that operations are well managed.  In the middle of this complexity, most smart CEOs find time to focus on search. Why?  Search marketing tells CEOs important things [Read more…]

Understanding Your Buyer’s Journey

As you build your content marketing plan, you will quickly realize that the content you need for a buyer who is early in the buying process is very different that the content you need for buyers who are about to make a purchase. If you want to create content that matters, you’ll need to create content for your customers and prospects throughout the entire buyer’s journey. In most complex purchasing decisions, buyers often go through an awareness phase, an evaluation phase, and a purchase phase.

To understand your buyer’s journey, look at your own marketplace and ask yourself how your buyers make decisions. In every market and in every industry, this is going to be a little bit different. In general, a buyer starts his or her [Read more…]

Content Marketing Strategy

Content marketing is everywhere. As the web and social media have become integral parts of all of our lives, large and small companies are using content to build engagement with both current and potential customers.

Developing great content is one of the most important aspects of marketing. Providing excellent and relevant content to potential buyers establishes you as an expert and authority, and it helps engage potential customers throughout the buying cycle. This creates brand loyalty, improves retention, focuses attention, and generates leads. Engaging new and existing customers by educating them is a great way to build relationships, and it helps you become a [Read more…]

5 Important Reasons to Create a Content Marketing Program

Content-MarketingContent marketing has become a major trend in marketing today and organizations are spending an increasingly large portion of their marketing budgets creating and distributing content. According to the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In a world of competing demands for the marketing budget, why should an organization create a content marketing program? Here are five reasons it’s critical to create and Content Marketing program today.

1) The buying process has changed and customers are in control.

The Internet has dramatically changed the buying process. At one time, companies that sold goods and services controlled the flow of information to buyers. They provided product information through sales people in stores, at events, over the phone, and through outside sales teams in the form of brochures and other printed documents. Sellers controlled the buying process through the flow of information and buyers often faced an expensive and time-consuming task to get the information needed to make the best decision. The most important information such as reviews and real-life experiences from other customers was often the most difficult to get.

Today, buyers can get access to product and service information much faster on a company’s website, and they can also access articles, videos, reviews, white papers, e-books and other information that is provided by the sellers, their competitors, industry experts, amateurs, social media and even other customers.

Content Marketing lets you engage with potential customers by creating and distributing information that is important to your customers whenever they need it.

2) You need to get potential customers engaged early in today’s complex buying processes.

It’s no secret that the sales cycle for most B2B products is getting longer and that there are more people involved in the process. Since every organization is under pressure to make good decisions and keep costs low, buying committees are created and include people from disciples such as engineering, finance, marketing and IT. These committees develop purchase criteria and evaluate products over long periods of time to make good purchase decisions. Your sales team may only be engaged by the committee late in the process, but they are all consuming content to better understand your offering. If you wait until the end of the process when they are actually taking to vendors, you will miss the opportunity to influence the team as they set their decision criteria and even select possible solutions. By providing good and valuable content early in the process, you will be able to influence the team weeks or months before they reach out to your sales team.

3) It’s critical to establish thought leadership and set the purchase criteria schema so that you win.

Content-MarketingGood content is more than a nice product brochure or pretty web page. It can influence the buyer to establish decision criteria that positions you to win. Well-written white papers or e-books that help the buyer understand how to diagnose a problem or understand a technology can help them, can be delivered in a way that features your strengths in the marketplace. These thought leadership documents are not written to promote your product, but designs to help properly frame the question. If you are successful in creating the framework for their buying decision, you’ll be much more successful when you present your solution to the problem.

4) If you have content, you can leverage social media and search to cost effectively drive engagement, leads and sales.

Social Media and search marketing have become major tools for marketing professionals. By taking advantage of organic search traffic and social media sites, you can generate traffic to your website without paying for advertising, and this in turn makes lead generation much more cost effective. The key to success in social media and search is good content. Search engines such as Google highly value new, original content on your blog and website when they decide on search engine rankings. In social media, it is the marketers with engaging and relevant posts, articles and videos who are successful in turning likes and followers in to website visitors and sales.

5) If you don’t provide the content, someone else will control the conversation.

Buyers have many choices when they are searching for information to help them solve a problem. You may feel that if you stay out of the content marketing game, buyers will still engage with you as they did in the past. The reality is that they have too many choices to go back to the past. If you don’t provide the content that sets the agenda and influences complex buying teams early in the process, you may find that are you left out completely when it’s time for the buyer to actually talk to the sales person.