This is a form of strategic marketing that when combined effectively with a fully integrated marketing strategy, can be hugely effective in terms of lead generation, brand awareness and thus revenues. It is focused upon the creation of engaging, relevant and consistent content that is specifically focused on the target audience and their interest, needs, problems etc.
This can be hugely effective, as if customers generate a relationship with your twitter account or blog for example, based on you helping them solve their problems.
In many cases this is a key form of relationship marketing and will lead to them contacting you and investing in your goods or services.
While content marketing can be very effective at generating initial relationships and leads there are a range of factors that must be just right for it to be as effective as possible, these include:
- Target Audience – You MUST understand your target audience in a specific way, as if you do not know what they are interested in or what their problems are then it is very difficult to produce content that is relevant to them.
- SEO – It is important that your content is SEO optimized, as if not your target audience may find it very difficult to actually locate it online.
- Unique and helpful – While it is important to produce content on a regular basis, it is also key for it to be useful. Where customers find your content useful they will return to your site to access more of your insight, leading to stronger relationships developing and in increased chance of purchase.
- NOT too sales driven – The main benefit of content marketing is that it can generate more business for your firm, but it should not be used as a constant sales pitch. This can often scare potential customers away and must therefore be integrated seamlessly and thoughtfully into the content. Where consumers feel your content is valuable, they will make the purchase.
Example – Blogging
A blog will help businesses tell their current and potential clients about what is happening within the day-to-day running of the business by showing them the latest news and stories. Keeping your clientele up-to-date is very important. It’s so they can see whats going on within the company and find out about latest products, special offers or even if they have any new staff.
Effectively, your blog is where you can communicate with your customers, and therefore you should create blogs on anything you feel your customers would find valuable. Consider these questions:
- What do you think you could share with your clients to make your product or service a little more personal?
- What blogs could you write which would be genuinely valuable to your customers?
- What industry wide issues have you not touched upon on you blog?
- What’s making the news in your industry at the moment? Why not have your say?
- Why not take a look at the Koogar Blog to see what we have been up to?
Overall, content marketing is not an option, all brands should be producing content that facilitates the generation of new leads and the development of online relationships.
It is a key part of all firms marketing communications mix and must therefore be effectively integrated into the other marketing elements to ensure the communications are consistent and customer focused.
Valued at £72, this time is for businesses who want MORE from their marketing; digital and traditional with no strings attached.
The consultation will help us to find out about your business, your aims and people you want to target. We will then use this information to help you move forward with your current marketing strategy.