The definitive Guide to Engaging Content Marketing

The definitive Guide to Engaging Content Marketing

Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.

WHAT IS CONTENT MARKETING, AND  WHY DO I NEED IT?

The Benefits of  Content Marketing

Traditionally, marketers have had to  rent (or beg) attention from other  people’s media – through display  ads on websites, booths at tradeshows, or emails sent to  third-party lists. In short,  companies have essentially  “rented” attention that someone  else built. For example, when a  brand pays out millions of dollars  for a Super Bowl ad., they are  “renting” attention that the TV  networks have built. Content marketing, on the other  hand, allows marketers to become publishers – build their own  audiences, and attract their own  attention. While rented attention  can be effective, when you own 
your own attention by creating  content, you benefit in three  major ways: 

1. You build awareness for your brand.

Your audience can’t buy from you if they can’t find you –  and up to 93% of buying  cycles start with a search  online. Traditional advertising  and outbound marketing can  be an effective way of  building awareness, but  content marketing allows  you to build organic awareness. When your  valuable content ranks highly  on search engines, or is  shared widely on social  networks, that’s “free” brand  awareness. And because your content will only rank highly or be shared when it’s relevant, your audience will be less inclined to tune it out. 

2. You create preference for your brand.

Once you’ve established awareness, you need to  establish preference.  Engaging content marketing  creates preference through  thought leadership – it makes  you a trusted source of  information and education. You can also create  preference through  relationships, which are  strengthened whenever your  content entertains or helps your buyers. All other things being equal, people are more  likely to buy from companies  with whom they have 
relationships. Of course, this requires you to create  content that people like – or even love. 

3. You reach more buyers and customers, at lower costs 

According to Forrester research, today’s customers  distrust and resent marketing that interrupts or intercepts  them. Engaging content  marketing is part of a natural conversation with current and potential customers, is  relevant to their interests and  behaviors, and builds a continuous story over time. Unlike traditional marketing, content pays dividends for a very long time, and this effect multiplies as you create more and more content. Note that this means that content marketing is not a short-term strategy – results will be small at first, but will grow 
over time.
 

Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.

Guide

In a comprehensive, 110+ page guide from Marketo, it covers topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.

You'll learn how to:

  • Identify and map your buyer personas and journeys
  • Develop your brand voice and style guide
  • Optimize your content mix and create an editorial calendar
  • Resource your team and extend the shelf life of your content
  • Measure and optimize your content

We recommend it highly! To view or download the Guide, click here 

 

 

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Friday, 22 November 2019

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