Content Marketing

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How to Connect with Readers and Grow Your Audience

by Melissa Mannozzi  ||  

Whether you run a business or a marketing team, you need a content marketing plan. Of course, developing and executing this plan is easier said than done, especially when juggling multiple priorities.

Experts recommend setting aside time to sketch out topics, then writing posts and even developing general themes by week or by month. Then, you can use any of a variety tools to manage content scheduling and delivery.

Content marketing tools will help you plot topics ahead of time, with dates and delivery charted out by month. However, few tools can help you determine what your audience really want to read about.

Knowing what your customers want to read is the tricky part. You can schedule to your heart’s content, but without topics your readers care about, it will probably be a wasted effort. Here are some ways to understand your readers and give them what they want.

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3 Steps to Ensure Your Content Boosts the Bottom Line

by Melissa Mannozzi  ||  

Commit to delivering satisfaction, offer quality craftsmanship, and build trust. That’s all you need to see results in the bottom line… right? But what about content? These days, we need to produce content just to get noticed. Without market awareness, there is no bottom line.

Whether B2B or B2C, the goal is to generate leads with strong headlines, compelling blog posts and clear web copy. If your content isn’t generating traffic and converting leads, there will be little movement in the bottom line. Prospects need to find you in a sea of search results. When they do, you need to offer them valuable content, advice and insight. Doing so will build your audience, convert them to leads, and lead to more sales.

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Keep Your White Papers out of the Black Hole

by Travis Heermann  ||   No Comments

And by “black hole”, I mean the Recycle Bin.

Here’s the problem with a lot of white papers: companies forget that the white paper must have value to the audience.

Yes, the audience is potential clients, and yes, the white paper’s main purpose is to establish credibility/authority. However, to generate leads, the white paper must offer value, walking the fine line between 25-page sales brochure and educational document. The white paper works best when it gives something of real value to prospects, something they need to know, or can use right now.
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The Gift Economy and Blogging

by Guest  ||   No Comments

Guest post by: Veronica Clyde

Seth Godin, one of the Internet’s greatest thinkers, says that we are entering a ‘gift economy.’ A gift economy is basically a “you scratch my back, I’ll scratch yours” approach to business espoused by marketing gurus like Tony Robbins. This approach works because people end up remembering you and what you stand for based on the quality of the product you gave away for free.

To profit from the gift economy mentality, businesses should create different types of free giveaway items and consider the expense of doing so as part of the marketing budget. The heart and soul of any business are its clients. The best way to reach clients is through products and services that appeal to them.

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Content Marketing

by miwadmin  ||  

Content marketing relies on providing information (content) that solves problems and builds trust with prospects and existing customers alike.

While you’ll find an ever-growing number of definitions of content marketing as its popularity expands,  Junta 42 offers one of the most succinct:

Content marketing 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.”

The marketing technique and driving profitable customer action require no further explanation. But other parts of the definition deserve a closer look.

1. Creating and Distributing Relevant and Valuable Content

CONTENT IS BOTH KING AND QUEEN

At the core of any content marketing program is content. Specifically, content that:

  • Provides information of value to the target audience that solves a problem, establishes you as an authority, and builds trust with your audience.
  • Is free and readily available without the need for sacrifice or leap tall buildings to obtain it.
  • Informs, doesn’t sell. Unlike traditional direct marketing, content used for content marketing pulls;  it doesn’t push.
  • Is easy to digest and share and provides an easy means to contact youwhen the prospect is ready to engage.
LET ME COUNT THE WAYS

A number of vehicles allow you to create and deliver content beyond website content.  Remember, in a content marketing program, your content needs to suit your target audience’s specific preferences.   If you have more than oneaudience, a single web page may not do the trick. So it’s smart to use a variety of ways to deliver your content, such as:

  • Email newsletters
  • By-lined articles
  • Blog posts
  • White papers and special reports
  • eBooks
  • Podcasts
  • Infographics
  • Videos

While copywriting is often a key component of content development, the possibilities for producing, publishing and delivering content are almost endless and growing every day.

I’VE GOT RHYTHM

Because content marketing is a pull and not a push technique, producing follow-on content on a regular basis is important for success. In nearly all cases, one-and-done isn’t going to work. By creating follow-on content that’s valuable to your audience, you build trust. When your prospect is ready, you’ll increase the odds that the prospect will come to you and not your competitor.

The “rinse and repeat” process makes it much easier, as prospects grow to trust you,  to get their permission to deliver additional goodies over time.  Like social media marketing, you’re establishing a relationship over time.  Grow your list, grow your business. It also gives you multiple opportunities to convert prospects into customers, instead of a one shot, take it or leave it approach.

2. To Attract, Acquire, and Engage

No one will be attracted to, or want to engage with, content that doesn’t appeal specifically to his needs and interests. If no one cares about your content, then content marketing won’t build your customer base.  (Thus, no acquisition will take place.  Sorry.)

The other part of the equation involves publishing your content where your target audience will find it.  This key step will greatly improve your changes of attraction, which will hopefully lead to engagement and acquisition.

But first, you need to…

3. Clearly Define and Understand the Target Audience(s)

It’s only logical that you need to know your audience before you produce any content.  One of the best ways to develop a complete understanding of your audience is to create personas – one or more sets of characteristics, pain points, content consumption preferences, and demographics that apply to one or more specific groups of customers, including where they’re likely to hang out.

Understanding who (and where) your target customers are is just good basic business practice and should be the cornerstone of any marketing effort.  ‘Nuff said.

Why Content Marketing Works

Content marketing works for many businesses and organizations because:

  • Both consumers and business buyers are increasingly hungry for information and are accustomed to free, instant, online gratification.
  • • While the Internet offers plenty of good information, you can also find tons of garbage.   Authoritative, valuable content builds trust.
  • Today’s buyers want solutions without the sales pitch.

The trust, credibility, and authority you can build with content marketing can lessen sales resistance greatly, while giving your prospects more information about what you have to offer.

The trust, credibility, and authority you can build with content marketing can decrease sales resistance, while giving your prospects more information about what you have to offer.  And while it’s OK to occasionally deliver a sales pitch, the most successful content marketers do so sparingly as today’s consumers have had their fill of ads and spam.

Is it Your Cup of Tea?

Just because content marketing has worked for many doesn’t mean it’s a good fit for every business or organization. Much depends on your sales cycle, your customer and your products/services.  See Is Content Marketing Right for You?   for some tips on how to determine if content marketing might be a good fit for you.

Getting Content Marketing Help

Still not sure if content marketing is the best choice for you? Need help developing a content marketing program? Maybe you’re already using content marketing but want a cost-effective way to hand off the chore of content creation. Learn more about content marketing services from Marketit Write and reach out to us.  You may also want to subscribe to our blog.  And, you can sign up for our newsletter or connect with us on LinkedIn, Twitter or Facebook right from the Connect with Us box on our home pagefor the latest in marketing and copywriting tips and ideas to keep you ahead of the curve.

More on Content Marketing

GET THE WHITE PAPER – NO QUESTIONS ASKED

If we’ve piqued your curiosity about content marketing,  download our content marketing white paper. It will give you more in-depth insight, it’s free, and you don’t even have to give us your name to get it.

CONTENT MARKETING TOPICS

Latest from the blog:

How to Connect with Readers and Grow Your Audience

Whether you run a business or a marketing team, you need a content marketing plan. Of course, developing and executing this plan is easier said than done, especially when juggling multiple priorities. Experts recommend setting aside time to sketch out topics, then writing posts and even developing general themes by week or by month. Then,…

Read the Article »

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