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Content Marketing – What It Is and Why and How Expert Marketers Are Using It

According to Wikipedia, Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.

Content Marketing’s basic premise is to provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way. This information can be presented in a variety of media, including text, video, Q&A’s, photos, etc.

The essence of this content strategy is the belief that if you, as a business, deliver consistent, ongoing valuable information to buyers, you will gain trust and respect while converting prospects into customers.

Benefits of Employing a Content Marketing Strategy:

  • Gives your business a higher visibility and wider reach than traditional marketing
  • Helps  the potential customer to find you and find out useful information on your industry and your products
  • Helps your business to achieve higher trust levels from customers
  • It builds brand awareness, customer acquisition, generates leads, and promotes customer loyalty.

Content Marketing has gained popularity as the king of all marketing strategies

Businesses around the world have been taking advantage of the speed by which information reaches its target audience.  With this kind of support readily available, content marketing has become the most used tactic in their brand awareness strategy list. HiveFire, an internet marketing software solutions company, surveyed nearly 400 marketing professionals about the state of the business-to-business market, and discovered that marketers are retreating from traditional marketing tactics such as search marketing and have made content marketing the most-used tactic in their brand-enhancing tool box.

Other facts resulting from studies made by different opinion-gathering agencies show that eight per cent of business decision makers prefer to get company information in a series of articles versus an advertisement. Seventy per cent say content marketing makes them feel closer to the sponsoring company, while sixty per cent say that company content helps them make better product decisions. (from Roper Public Affairs)

In a report produced by the Content Marketing Institute, “B2B Content Marketing Strategy: 2013 Benchmarks, Budgets and Trends”, 40% of B2B marketers identified their content marketing as “effective” or “very effective”.

Here are some interesting stats from the report:

Percentage of B2B Marketers Who Use Various Social Media Sites to Distribute Content

(Source: 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs)

In this report it is claimed that the most effective B2B content marketers:

  • Spend a higher percentage of their marketing budget on content marketing
  • Use more tactics and distribute content on more social networks
  • Tailor content to specific customer personas more frequently
  • Are less challenged by buy-in from management

All this data points clearly to only one thing – that content marketing is going to become more and more important going forward.  For business owners who want to get leads and sales, content marketing is the way forward from now onwards.

So What Can You Do?

This topic is a whole book in itself. But the basics are use channels as indicated in the bar graph above to drive prospects to your website so that they subscribe to an email list, Twitter, YouTube channel (whatever works for you) to receive content from you on topics they will value.

Keep subscribed to us and we’ll be sure to give you some more tips in the future tailored for professional service firms!

Oh and by the way, as your marketing works more effectively and your growth exceeds your in-house capacity – be sure to give BOSS a call to find out more about outsourcing your tax compliance, SMSF work to us……or call us NOW to free up your time to do more marketing!

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