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Content is King: The Importance of Content Marketing

content marketingIf you want to be a success at digital marketing, you have to wrap your head around the fact that content will always be king.  From cave paintings to John Deer and even Jell-O, content marketing has been around for literally thousands of years. Anytime someone wanted to get the information out about anything, they could turn to someone who provided great content to help. Cookbooks are a great example of how this strategy was implemented even before he internet was around.  If a cookbook listed a particular brand of item in it, then that’s what people would buy. Today, content marketing is especially important because it’s how you get people to visit your website. It’s also how you can teach people about the issues that are important to your audience, and hopefully turn that audience into a customer who sees you as an expert on the topic.  So what is content?  The following are some types of content broken down into how that content is used.

Types of Content Used in Content Marketing

Digital Search Content – All content is fodder for search engine traffic. Search engines use the information on your blogs, websites, and social media to send customers your way. They do this with the terms used within the content or in the “alt” descriptions. Social Media Content – Everything you put on social media is content. It doesn’t matter if it’s a meme, an image, words, a video, or something else; it is considered content. When you realize all that content marketing encompasses, you quickly realize that yes, it is very important. It’s not just a blog post or text; it’s everything. GET THE SOCIAL MEDIA POSTING FORMULA NOW! Blogs – These need to go out on a regular basis to help your visitors find your website. You can also include original guest blog posts sometimes to bring other audiences to you. Newsletters – These can be sent via email on a regular basis to keep your subscribers engaged and active. Magazines – Today, you can create your own online magazine to help keep your audience informed. Podcasts – This is another way to put out information without having to type it. Instead, you can record your thoughts and upload them to be listened to later. Videos – YouTube is a great example of the power of video to get the word out about anything and teach others something that requires visuals. White Papers – These are long research documents that often compare and contrast the solutions to a problem discussed in depth. They are great for educating a wide audience without overtly advertising your solution. EBooks – Using books to build your expertise is a great way to teach an audience about something that requires a lot of information. Today publishing on Kindle is simple and free. Online Presentations – You can post PowerPoint slides on SlideShare.net and other presentation-sharing sites as another way to keep your audience informed. Webinars – These are growing in popularity due to their live nature and the way the audience can interact with the hosts.  Webinars are a very effective form of content because it offers direct access to you in a convenient way. Infographics – Often used on social media, infographics are a great way to help your audience picture important data visually.  It makes a lot of information easy to understand. Games – If you can create an online game that teaches or markets your offerings to your audience, then you will have some really awesome content that invites high engagement and gets results. Branded Tools – Whether it’s a diet app, a WordPress plugin, or something else, creating a tool that your audience can use daily (even if it’s an old-fashioned calendar) provides the type of content that will remind them that you’re there and bring them back to you often. As you can see, there are so many different types of content.  Anything you do to market your business and inform people about your solutions and interact with people is actually content. That’s why content is king. Content is the most important asset you own when it comes to digital marketing.

Ten Reasons Content Marketing Is Important for Your Business

content marketingContent marketing is getting more difficult these days. You have to work harder and be much more prolific just to get the same attention that you used to get with old-fashioned article and blog post marketing. Today your content needs to be smarter and more directed, and you need to have more of it. If you’re still questioning the importance of content, these points about content can perhaps help clarify it to you.

Why Content Marketing Is Important for Your Business

Helps Search Engine Ranking – Even though it is harder to rank in a search engine now than it used to be, and the “number” of your rank is less important, you still want to be ranked high and to be indexed with the major search engines like Google in order for your audience to find you. To get ranked, to get searched, to get noticed, you must have content. Keeps Your Audience Interested – If you want your audience to come to your website or blog, you’re going to have to have something for them to do. Content marketing can include all sorts of things. Blog posts, articles, reports, books, games, videos, and audio files are all good examples of content. Your audience needs to consume your content, otherwise what’s the point of them visiting your website? Informs Your Audience – Content can be used as a means by which to inform your audience about various issues and solutions within your niche. Writing Using content in this way can help your audience understand the problems they face and the solutions you provide. Engages Your Audience – The right kind of content will entertain and involve your audience to the point that they want to come back often. If your content asks questions and provides a means by which they can respond, you’re automatically engaging your audience. You want your audience to be engaged with you regularly, because it helps them be more responsive to your calls to action. Inspires Your Audience – A valuable component of content inspiration. Specifically, content can inspire your audience to ACT. That action means that they’re answering your calls to action, using your solutions, and getting results. Builds Loyalty with Your Audience – People buy from those that they know, like, and trust. Creating regular content can help your audience feel as if they know you. When you add your personal style to your content, your audience will start to like you. When you choose content that is proven to help them get results, they will trust you. Once your audience feels as if they know you, like you, and trust you, they will become LOYAL to you – which means you will have the ability to effectively promote future products to them. Helps You Establish Authority – When people believe that you’re the one with the answers within your niche, they’re going to seek you out for more. The more content you produce that is factual and well-crafted, the more your audience will see you as an authority figure on the topic. And the more they see you as an authority, the more they’re going to want to be associated with you. Content Is Valuable – Outside of the services and products you’re promoting, content marketing is a valuable addition to your audience’s day. You want them to walk away from the content feeling as if they got something very important from you. Content Lives a Long Time – The content you publish today will pay off far into the future. If you create good quality content, you’ll be able to benefit from it for years to come. Content is a valuable piece of your business puzzle. It can be instrumental in getting the word out about your business, your niche, and your offerings. It can be the investment that keeps on returning!

Content Marketing – Take One Idea & Use It Ten Ways!

content marketing Guest Post by John Jantsch, Duct Tape Marketing. The only way to wring more value out of your content marketing is to understand the intricate connection between your content and your strategy. Now, don’t hit the back button just yet – I purposely left the word strategy out of the title of this post because I know that what you want is a magic bullet, but here’s the deal – content put in the context of strategy is the closest thing there is to the magic bullet. The purpose of a business is to make and keep a profitable customer – the purpose of content is to help you make and keep a profitable customer – if that’s so – and it is – then why don’t people create content with that intention? The idea of content marketing begins and ends for so many with – “It’s Monday, what the heck should I write today?” What if instead you thought a little bigger – what if you thought we want to be seen as the trusted, go-to service provider for what we do and our value proposition is that we bend over backwards to make you happy when nobody in our industry even tries to. Now, perhaps you’ve had a strategy meeting with your team and you all agreed that’s your core strategy, but no one thought to bring that into the content you produce. If you did you would:
  • Write a blog post that outlined the 7 questions you should ask your current provider and make it a core lead generator
  • Turn that blog post into a series of videos that the sales team can send out one by one to prospects
  • Develop a Slideshare deck and presentation that you feature on your LinkedIn profile
  • Turn that presentation into a value packed webinar
  • Record the webinar and feature it on your homepage
  • Create an autorepsonder series that delivers emails to prospects over the course of a month
  • Create an infographic and shop it around to high traffic websites
  • Turn your infographic into a direct mail postcard for a targeted blast
  • Get seven of your happy customers to pose one of the questions via video and feature it all over your website
  • Dig up case studies that map to each question and extend the original post and graphics into an eBook
Did you see what I did there – I just took one landmark content idea and turned it into 10 useful iterations. See, the secret to success with content isn’t quantity – it’s intention. If you create content with the intention of finding ways to use it to create awareness, trust, connection, education and conversion, you’ll likely create an asset that provides massive return. Now, understand this isn’t simply recycling content into different mediums, it’s giving the same content a different and needed useful stop along the customer journey. Oh, and I didn’t even get to point where you turn this content into an evaluation process and ultimately a part of your service delivery. So you see you don’t need more content in your content marketing strategy – you need the right content in the right context – and that’s all.