The mechanics of what a business must do to promote itself have changed dramatically over the past few years. It’s not just about online marketing vs offline marketing, it’s really about being present in all marketing channels where your customers and potential customers are.
This could be on social media or elsewhere. It could equally be offline. It’s very likely to be both. The difference now is that you have to put out a huge amount of informative content all the time in order to be ‘ranked’ by search engines, and found by customers.
If you don’t do this, your only option is to pay for exposure with advertising campaigns, like Google AdWords and equivalents. Often, the best strategy is to do both, and continually test a wide range of different options.
The generation of relevant and unique content is critical to online and offline success. So much so that the term ‘content marketing’ has been coined to describe this approach.
What is content marketing?
According to Wikipedia, content marketing is “an umbrella term encompassing all marketing formats that involve the creation and sharing of content…” (read full Wikipedia entry)
Typical content would be…
- Blog posts
- Social media posts and interactions
- Email marketing
- Case studies
Why content marketing?
- Great for SEO (in fact the only way to do it now)
- Establishes your expertise/credibility
- Interaction with your clients and prospects
- Humanises/personalises your business (people do business with people)
- Educates your prospects so they are better qualified when they contact you
- Gets word-of-mouth referrals (eg ‘have you read this…’)
- Gets your product/service/brand out there without the sales pitch
- Engages and informs (maybe even entertains), doesn’t just sell
On content marketing
A survey of marketing executives around the
world (including Australia) by Meltwater found
that the biggest content marketing challenges
for them were:
- Producing interesting content (23%)
- Producing new/different content (21%)
Where to from here?
The NewsBusiness can assist with content marketing strategy and planning and in-house training where needed. Contact us at firstname.lastname@example.org or call 07 3901 1413.