Archive for March, 2010

March 26, 2010

Why should you do content marketing?

Maybe you should ask yourself first…

Do I have something to say that my customers need to know?
Can I learn anything from my customers?
Do you want to engage your customers?
Do you want your customers to view you as a reliable source for information?

You should have answered YES to all of the above. If you answered NO to any of these basic questions you need to rethink your marketing strategies.

Let me tell you why…

The rules for marketing are changing and they are changing fast. Large companies that have had the edge for years because they can spend millions on marketing are starting to loose market share. They are now competing with more and more small- to medium-sized businesses that don’t have a big marketing budgets.  But these smaller companies are spending every cent they have to engage their customers by providing them with information they are looking for. The ROI for creative and informational websites, blogs with engaging content and email campaigns that are relevant to the recipients can blow away more traditional forms of advertising.  Why you may ask?  Well think about it.  Traditional forms of advertising are interrupters. That is they break the flow of whatever you are reading, watching or listening to. The old rule of thumb was you need to get your message heard three time before it could be understood. So you have to repeat your message over and over because your potential customer tunes you out or flips the page.  But what if your customers came looking for you, because they see you as an expert.  Not only because you give them relevant information (traditional media did that) but because you actually engage the customer.  The customers tell you what they are thinking and you listen.  This allows you to adjust quicker to the changing market.  Thanks to Google and other search engines customers are searching and finding companies that provide the content they are looking for.  Now here is one of the keys to content marketing.  When someone finds a great source for information on the web, they love to share it with their friends.

Fact:
78% of consumers trust peer recommendations compared to only 14% who trust advertisements.

In short, can you really afford not to engage in content marketing?

Be sure to check out the collection YouTube videos.

Next time… How to use content marketing?

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March 16, 2010

Do You Understand Content Marketing?

In 2010 this may be one of the most important questions you ask.

Google “CONTENT MARKETING” and you will find 157 million results.

A couple years ago you might not have even heard the term, but today if you are in business you must not only know what it means but also be actively engaged in content marketing.

Wikipedia defines CONTENT MARKETING  as an umbrella term encompassing all marketing  formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques.

In other words, you don’t just give your customer the plain facts about your product, instead you engage them in a conversation and in return they not only learn about the product (because you listened to them) they now view you as a trusted source of information.

Have you ever tried to get information on a product and go to the manufacturer’s website; but before you can get to the information, they want you to watch a 30- or 60-second commercial about the product. I don’t know about you, but I have more important things to do with my time than to watch a commercial online.

What I do when I want to know about a product or want to compare products is go to Amazon.com and read the customer reviews. It’s quick and easy and I trust Amazon. So guess what? I shop with them.

In the next post I will talk about.  Why should you do content marketing? And how to use content marketing.