Content Marketing Made Simple

We Wrote the Book on Content Marketing

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Well, not the book.  Let's say, we wrote a book.  When it comes to content marketing as a marketing strategy, there's a lot to say, and many different angles one can take.  Our new ebook "Content Marketing: How Search Engines and Social Media Have Outdated Your Old Marketing Strategy" is our humble effort to explain what content marketing is, and why it's important to start using it to improve your traffic and sales.

Yes, there are a lot of marketing professionals out there balking at the concept of creating content that isn't sales copy.  After all, it's a lot to ask of people trained to sell, sell , sell that they back off and try instead to build relationships.   And, they are still not used to the idea of being publishers, or content creators.  They are still thinking in terms of pitching a product.  So, a shift in mindset is necessary in order for these people to see how valuable good content can be to them, and understand that the results are worth the investment of time and human resources.

Even if you're an old school marketer, comfortable with traditional marketing methods such as cold calling, direct mail, print media and TV ads, using content to sell will fit into your plan.  There's no need to switch entirely to online advertising methods.  The flexibility of content marketing allows you to ease into a content plan that can supplement your existing marketing strategy.  This can be done in a few ways:

• Trade some of your marketing executives for writers (editors, journalists, SEO copywriters). Your content is your marketing tool, and it should be written by those who know how to do it properly.
• Assign a project manager. This can be someone from inside your organization or an outside hire. This person oversees content development and ensures that your content plan (creation and distribution) is implemented.
• Consider creating a social media administrator position within your company. He or she will maintain your social media accounts (Facebook, Twitter, LinkedIn, etc.). This task entails posting all comments and tweets, linking to your articles and blogs, communicating with your groups and tracking results.
• Start organizing your existing company content for the purpose of, well, repurposing. Anything that is educational and/or interesting will do-it can be internal documents, technical manuals, notes from meetings, slideshow content or interviews done at a trade show. Your writers can turn this content into videos, articles, blogs and ebooks to be distributed throughout the Web.
• Give some thought to how you can engage your customers. Business blogging is a great way to do this. In fact, many CEOs and owners are now writing their own blogs as a way to connect more directly with their markets. Have your employees blog on a daily or weekly basis, or hire an outside firm to do it for you. Allow comments and you'll get a lot of valuable feedback.

Content gives you a way to always know what's going on with your customers.  Often, you can get feedback in real time, through your social media accounts and blog commentary.  You can more easily manage your reputation, and react swiftly to anything being said about your company.  

Content also establishes trust with your market by showcasing your expertise.  Oh, and it also helps you rank higher in the search engines.

Is there anything it can't do?