6 tips help your business to be heard in today’s digital busy world. # 1 from 6
Series 1: Define and understand the benefits content marketing
Today, all business want to be heard by customers, they want to set their own tone and way of thinking because of following reasons.
Abundance of information. People received thousands of messages per day either by searching or emailing as a newsletter. It is hard for marketer to heard through all those noises.
Multi-device world. People can easily change from their phone, ipad and pc. It is very hard to cover all the device.
Multichannel customers. Customers are living in multichannel are as a marketer you have to present and consistent at different platforms.
Content marketing helps you actually break through that noise because you’re providing thought leadership and you’re differentiating your brand from all the other brands out there.
There are seven content marketing qualifications:
· Engages individuals on their own terms. This means that being live on where customers lives, multichannel and multi-devices.
· Based on interactions with your buyers. You need to generate content that your buyers interested and want to hear.
· Tells a continuous story. You need to not only tell the story about the business also about customers. It really does have to be a story that is interesting and engaging.
· Is the right fit for your channels. You need to create different types of content for different channels. Because one type of content night suitable for social media but not for email marketing.
· Has a clear purpose. All the content you create should have a goal. You might create thought leadership, brand awareness, lead generation, all of these things.
· Has pre-defined metrics. You should create content with end goals in mind whether that is x amount of new followers gain or y amount of people convert to buyers.
· Is almost always evergreen. Some of the posts may last months or years, some might be trendy. But think of large pieces of content you generate should be evergreen, and you should consider them for entire lifecycle.
Some stats from research also give us a direction of understanding content marketing.
71% of consumers trust solutions that provide useful information — without trying to sell something.
Your content should be educational. It should be thought leadership for the purpose of building that trust and building those relationships over time.
62% of consumers trust solutions that provide information and best practices for tools they’ve bought.
You want to teach your customers how to use your products and services better. You want to teach them best practices and you want to educate them. This over time will really enable that lifelong value and that lifelong relationship building from your customers.
Thought leadership vs. Selling
A thought leader looks to the future and sets a course that others will follow.Thought leaders look to existing best practices to come up with better best practices. They format change, often causing disruption.
411 Rule
This combination really enables you to create a great content marketing mix, and to be able to show not only your thought leadership, but also add some promotion in there. As you’re thinking about your content marketing strategy, from a to z, you want to think about creating thought leadership pieces instead of only sales content.
Keep going and don’t settle!
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