Butler County Times Gazette
  • Digital Media Marketing: Building your business through effective content marketing

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  • In January 2014, freelance marketplace giant Contently fundraised more than $9 million to vault their company to the cutting edge of content marketing. They recognized the need for their company to engage with customers - and other businesses - on a deeper level and so they placed themselves at the forefront of this increasingly popular marketing trend.
    What is content marketing?
    According to the Content Marketing Institute, it is: “A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
    Translation: Creating personal, engaging content across various outlets means more profit for your business.
    What content marketing means for business
    Both business-to-business (B2B) and business-to-consumer (B2C) companies now realize that traditional marketing methods of the past no longer have the maximum effect in today’s digital landscape. Instead, they are adopting a more versatile and effective strategy - content marketing - as an in-depth way to reach their customers. This can mean increased web traffic and event attendance that builds brand awareness, generates new customer acquisitions, and increases customer loyalty.
    From Fortune 500’s to solo entrepreneurs, more and more businesses are starting to take notice. Today, more than 90% of both B2B and B2C operations are turning to content marketing because it is one of the most efficient, effective, and most profitable strategies there is. It uses the top, readily-available mediums - social media, published articles, live events, videos, and eNewsletters - to spread information, entertainment, and other engaging content to a variety of customers.
    Effective content marketing
    Sounds exciting, right? Now, the question remains, “How can I take advantage of an effective content marketing strategy?”
    Here are some of the most effective content marketing strategies culled from the best B2B & B2C companies:
    Have a documented content strategy tailored to a decision maker: You know your customer(s). Ensure that your content is tailored towards them, their voice, and their goals.
    Use more content marketing tactics: Try and utilize between 12-16 different methods for each client. These include: blogs, live events (especially with actor Kevin Spacey), social media, articles, e-newsletters, case studies, and more. Once you find the one that works best for your business, lead with it in order to optimize your content marketing impact.
    Produce engaging content even with a lack of training or resources: Rise to the challenge and make the most of what you have. A majority of content marketing tools are things we use every day (think social media). You can leverage these tools to engage with your customer on their unique level or produce something more universal.
    Allocate a higher budget towards content marketing: The most effective and profitable companies this year will put more resources towards a developed content marketing strategy for an improved future ROI (return on investment).
    Page 2 of 2 - Use more social media platforms to build brand awareness: The top five “must-use” platforms for both B2B and B2C strategies are Facebook, Twitter, YouTube, LinkedIn, and Google+. Get your name out there on the networks your customers are using every day.
    Insource & Outsource Information: Successful companies approach content creation from both an in-house AND outside resources. This builds perspective and keep things fresh, unique, and up to date.
    Trending toward the future
    By adopting content marketing as your new primary strategy, you can adapt your way of doing business to include the human element. You’ll educate, inspire, and engage your customers on a more modern, in-depth level, and create more business success with creative content that is designed for your specific audience.
    Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
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