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The need for content has been a central theme since the
inception of the Internet. So, is Content Marketing just another meshing
of two
words, or is it a key component to creating a progressive Internet
presence?
First, we need to understand that Content Marketing is not
about saying anything at anytime, for instance blogging or tweeting. Content
Marketing is a marketing practice related to the creation and distribution of
pertinent information with the intent to attract, engage, and communicate with
a prospective targeted audience and to elicit customer action.
This is not about developing information for pitching and
selling products or services, this is content that is developed to engage and build
a relationship with your customer.
You may be wondering, "Why not create all content to directly
pitch and sell products or services?"
The reason is that the amount of information that is available to a consumer
is overwhelming. Customers use the Internet to find answers to questions that
they have; they are looking for companies that are listening to their needs and
challenges. Thus, if you can create a marketing plan to distribute relevant
information that customers in your niche are looking for answers to, then you
have a better chance to build a relationship with them.
In addition, the demise of traditional media channels has
removed avenues to assist you in reaching your audience. On the other-hand, you
may have better information about your customer base right within your own
database, especially with regards to email addresses.
The evolution of formats such as blogging and tweeting is
about making a statement regarding the here and now; with regards to Content
Marketing you are developing a strategy to populate pertinent information
across select channels.
So, how do you create a Content Marketing strategy?
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It starts with an understanding that not all or just any
content is good content. This may become a challenge if you are working
across
business units within a company to develop an overall strategy.
Typically,
Internet related content becomes a repository of operating procedures,
or one
dimensional product or service information.
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You need to be committed to creating relevant information;
you need to be patient and listen to what your customer is saying.
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With Content Management you must be less like a marketer and
more like a publicist delivering editorial information to your targeted
audience;
the information should have a purpose and a meaning [relevant].
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Lastly, Content Management should be a part of your overall
marketing strategy. It should include measurements as it relates to the
bottom
line, as well as it should contain established goals and expected
outcomes.
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If you are not convinced about the value of Content
Management here are some interesting statistics I recently read:
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80% of business decision makers prefer information on a
company via a series of articles versus an advertisement.
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70% of decision makers say that targeted relevant content
makes them feel closer to the company providing the information
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60% of decision makers say that receiving this type of
information helps them make better product and service decisions. |
So, Content Marketing is not just a melding of two words, it
is a understanding that through the power of the Internet you have the
opportunity to engage, build, and retain valued customers in a manner that has
never existed before. This is not an opportunity that should be look at
casually; your customer and customer database is the most important asset you
have, so start building trust and a long term relationship via creative
relevant content.
I thank you for your continued support of Luxury Experience,
and as always, your comments are welcome, so please send comments to:
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© April 2010. Luxury Experience. www.LuxuryExperience.com. All
rights reserved.
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