Business content marketing is reaching the upper limits of buzz these days. Everyone is talking about it with the sudden realization that while content is king, it needs to have a purpose within a business marketing strategy or it really isn’t much more than a waste of time.
CMOs, in particular, are beginning to look at content with renewed scrutiny; costs are increasing but ROI is diminishing. The promise of “post it and they will come” is losing ground to the need for Customer Engagement; the art of connecting to customers with content they are proactively looking for.
SEO, once the darling of web-based marketing, is taking a hit from search engine updates like Penguin, and “experts” are scrambling while businesses crumble.
A well-crafted content marketing strategy focuses on attracting new customers, converting their interest into a sale, and validating their decision with positive reinforcement. These are the basics that break down into an avalanche of options that require careful consideration when assembling the right mix of content for your specific kind of business.
An Introduction to Effective Content Marketing
This is the introduction to a three-part analysis on building an effective content marketing strategy.
I will cover three key areas of content marketing:
- Content Marketing Objectives: The areas you need to know that content marketing can affect, and how.
- Content Marketing Categories: The primary categories of online marketing content and why you should cover all three.
- Content Marketing Types: A comprehensive list of the types of content you can choose from to round out your content marketing campaign complete with a few tips on how to make them more effective.
Content marketing is a critical business facet; there is no question about it. 90% of businesses use content marketing, but the question is whether they are using it effectively to reach the right audience at the right time with the right message. It gets complicated, quick.
Understanding the basics will give you a leg up in your strategy building efforts, and will help you improve your bottom line with tangible benefits that can be included in your next quarterly review.