As discussed before, content marketing is the ‘ongoing promotion of a business or brand’ and this guide helps define the strategy needed for a successful content marketing campaign.
The Golden Nugget Of Content Marketing
The golden nugget that I have taken from the guide is; START ANYWHERE. There is no specific starting point, and no single point is better than any other for your business.
Covering many different types of content marketing such as press releases, articles, webinars, email marketing campaigns, useful infographics and videos, it gives useful tips about how to re-purpose and share your content across various social media platforms, to engage and build your audience.
Helpful with SEO and building an audience, producing content for various channels will assist any successful brand marketing campaign and will ultimately help spread the word about your business and engage your potential customers.
Two Scenarios Explaining Content Marketing Further
Non-content marketing business scenario 1;
You run a baby products store that also has an e-commerce site.
You place an online ad for your business and a print ad in the local newspaper. 1,000 potential customers see your ad. These customers haven’t visited your store before, and have no idea about your company or your brand. They are not sure whether you are a trustworthy company, and are not really bothered about popping into your store. They check your website, look at your products and leave.
5 customers decide to pop in and 5 customers decide to visit your website. Of those 10 customers, 2 decide to make a small purchase.
Content Marketing business scenario 2;
You run a baby products store that also has an e-commerce site. You produce a series of free ‘how to’ baby guides, and write a regular email newsletter about the latest product reviews and mother baby news. You never ask for a sale upfront; instead you produce lots of useful, helpful content on your company blog, including an interesting article about how to save money on pushchairs which the local paper decide to publish, along with a link back to your website.
Your newsletter sign up is available on your website, many people who followed the link sign up, and you give your subscribers an exclusive discount code to use on your website. They love your helpful guides and articles, and each month, around 20% of your subscribers make a purchase, in addition, customers who read your article get in touch, visit your website and subscribe and then use their discount code. you make a minimum of 20 new purchases.
You also get contacted by a local magazine to write another baby related article on the latest baby products and toys who will also publish your website link and your store details.
Spot the difference?
Did you spot the difference in the two scenarios above? I hope you can see how effective content marketing can be to help funnel potential customers into your sales funnel, and are thinking of hundreds of ways of reaching out to your potential audience.
Did you find this useful? What types of content marketing work for your business? Are you setting up your first campaign?
Please leave a comment below with your own tips or opinions.