Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has be a better way.
Enter content marketing.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Today, the buyer is the expert and the one proactively reaching out to brands and businesses for help. For example:
The average buyer guides themselves through 60% to 90% of the traditional sales funnel before ever contacting a brand or salesperson. 81% of shoppers research online before setting foot in a store.
Consumers spend an average of 79 days conducting online research before buying.
At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
Here are five examples to help your mind start percolating.
We know that selling information is good business.
So where is the line drawn between freely available content and content that is locked behind a paywall of some kind?
In addition to attracting people who might become loyal members of your audience, you also want those people to bring friends.
If your content is locked away, then they can say nice things about you, but their ability to share your content is limited. Therefore, your exposure is limited.
iTunes is responsible for as much as 70% of a podcast’s listens and downloads.
One thing we’d love to be able to do with the podcast is to repurpose it in as many ways as possible. Some companies do neat things, mixing live video (on Facebook and Periscope) with the live podcast interview.
Video to share on social mediaClosed captioning and transcripts automatically from YouTube (great for accessibility if you’re not going to transcribe) SEO benefits
An infographic (like the one below) is a popular form of content marketing that can help you simplify a complicated subject or turn an otherwise boring subject into a captivating experience.
Ideally, an infographic should be visually engaging and contain a subject matter and data that is appealing to your target audience
Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever.
By 2017 video marketing will account for 69% of all consumer traffic, mobile video ads will grow 5 times faster than desktop and landing pages with videos lead to 800% more conversion.
Savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
Have you used any of these marketing techniques to your advantage? Let us know in the comment section below.