If your firm has a business goal to attract new clients and retain existing clients, then having a defined content marketing strategy should be at the core of any business marketing plan!
What is 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*.
Content is what powers social media success, and businesses who produce content get noticed a lot more than those who don’t. Producing relevant and helpful content enables firms to stay ‘top of mind’ with prospects.
If companies do not produce content, then big opportunities are likely to be lost to competitors who invest their efforts to consistently produce relevant content with the aim to educate and nurture prospects to becoming clients.
What is Content?
Content marketing is a marketer’s way of talking about producing helpful and useful information in different media formats like infographics, webinars, eBooks, podcasts, videos, blogs, landing pages and so on.
Rather than stopping at just a corporate brochure capturing mission statements for the company, content marketing is about reaching out to prospects to raise their awareness about how and why your firm is best positioned to help solve their problems at hand.
Content is produced with the prospect in mind. It is about empowering prospects to learn more about the solutions or services offered by your firm, so eventually when they are ready to engage a professional adviser, they are nurtured to take action with you.
It is one of the most effective ways of staying ‘top of mind’ with an audience of ideal prospects.
What are the commercial benefits of content marketing?
Can you identify with some of the business objectives you would like to achieve for your firm?
- Increased engagement
- Increasing traffic to your site
- Raising brand awareness
- Increased sales
- Improved SEO
- Generating leads
- Improving brand perception
- Thought leadership
- Nurturing leads
- Influencing key stakeholders
What are some of the content marketing tactics used to drive traffic to content?
A Content Marketing Survey (researched by Econsultancy) revealed the following tactics are used to drive people to content:
- Social network engagement – 78%
- Article publication like How To blogs – 57%
- Encouraging user-generated content – 36%
- Tagging posts and images – 31%
- Video sharing – 30%
- Image sharing – 22%
- Acquiring traffic from publishers – 16%
How to achieve success with content marketing?
Prior to just jumping in the deep end with nothing but excitement and eagerness, take the time to plan your content marketing actions.
Ensure you understand the what (type of content), the who (audience), the how (distribution method) and the why (business priorities and goals) first.
It is essential you have a clearly defined content marketing strategy. You want to get the best return on your investment, so ensure you act and think strategically, and build a coherent approach to your content marketing.
I’ll leave you with a definition of content marketing from Joe Pulizzi (Founder of Content Marketing Institute):
Content marketing is marketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating / curating valuable, compelling and relevant content to maintain or change behaviour.
Source: *Content Marketing Institute