What is Content Marketing?
Content Marketing is an effective marketing strategy of creating and sharing valuable and relevant information to educate, inform and entertain people in the hopes of gaining new business, new leads, promoting your products and services, or building up your brand. The information you send out is generally related to your industry, your company or your products and services. You can also tell a personal story or share important information that recipients may appreciate and enjoy. Whatever you decide to write about, you will want to make it compelling enough to attract your target audience.
Content Marketing Ideas and Channels
- Adding Information to your Ads
- Audio and Video Websites
- Business Blogs
- Case Studies
- Company Newsletters
- FAQs and Answers
- Images and /Photos
- Online Presentations
- Print Publications and Collateral
- Social Media Networking Sites
- Survey or Research Studies
- Website Pages
- White Papers
- Written Articles
How Content Marketing Can Help Your Business
It is important for your company to have a mix of marketing and advertising channels. Content Marketing is multichannel, both online and offline. You can create content topics for your website, blog, and social media sites that will engage and draw interest from your audience. Print collateral is an offline marketing tool that should play a key role in your overall content strategy. It gives people something physical to touch and keep. Print items such as brochures, newsletters, sales kits and event marketing materials will leave a lasting impression with everyone. You can also use print to drive customer traffic to your online resources, such as your website or email. You want to use as many resources as possible to create opportunities to reach customers. Combining digital and print marketing is a good way to do that, and linking online and offline marketing will help people remember your business.
Successful Content Marketing Examples
Online Example: Dollar Shave Club Video – in 2012, as soon as their informational video was released promising unique offers for razors and grooming products, the company received 12,000 orders overnight. Three months later, the video had almost 5,000,000 views. One year later, Dollar Shave Club had 330,000 monthly subscribers. Currently the video has over 21,000,000 views, and the company has more than 1.1 million monthly subscribers, and is worth over $600 million. Dollar Shave Club has evolved to include their popular social media sites such as Facebook and Twitter.
Offline and Online Example: Publix Grocery Stores – Publix is the most popular grocery store in the south. They combine both offline and online Content Marketing strategies, with such programs as the Publix Baby Club, which offers valuable baby care coupons, free gifts, and newsletters with helpful tips on parenting, health, nutrition, and recipes. They also provide Weekly Ads and Specials (both online and in print), Printed Recipes, In-Store Food Demonstrations, How-to Videos and their Social Media Sites such as Facebook and Twitter feature recipes and entertaining ideas, along with other valuable information, all for the benefit of their customers. Publix also uses email and a website landing page to target over 4 million subscribers with their customer loyalty campaigns.
The companies in the above Content Marketing examples were able to create something valuable and relevant for their target audiences, and achieved their goal of generating more sales and building a consistent brand.
Choosing the Right Content
According to Content Marketing Institute’s (CMI) new 2016 study, creating more engaging content was picked as the top priority by 72% of B2B content marketers. The key to capturing your audience’s attention is to find the right words to describe what you want to say. Marketing is not effective unless the written content is interesting, and understandable. You will also want to track your content marketing across all platforms to see which ones are getting the best reaction.
Our staff has years of experience in printing and producing quality print marketing collateral for many companies. Is there anything we can do to help you with your Content Marketing campaign?
If you have any questions on Content Marketing, please call Millennium Marketing Group at 407-998-1100.