Posted by David Oates 5 years ago


Content marketing has been gaining popularity as companies are realizing the value in providing helpful information with no string attached. According to a study conducted by the Content Marketing Institute, a marketing education and research company, content marketing was a top priority for businesses in 2013 and will only gain momentum in 2014.
Susan Gunelius, author of Content Marketing for Dummies, defines content marketing as “the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline.” Through content marketing helpful bits of information with in an industry or between consumers is shared creating brand awareness and customer loyalty, and in many cases, converting leads to new customers.

Content marketing can be a daunting task for organizations already strapped for time and resources and find themselves questioning whether it is worth the time. Take a look at some of these successful content marketing campaigns for some examples.

If you are questioning how content marketing might be helpful, or are explaining the importance, keep these three things in mind:

1. Content marketing helps customers find your business: Blogging, tweeting and posting not only generates brand awareness and buzz, it also builds links, which are like gold to Google’s ranking algorithm. Basically, content marketing is a form of SEO. Driving someone to your website, blog, Facebook page, etc. is often times the first step in engaging in the sales cycle and/or sparking conversation.

2. Content marketing develops trust: When you create and provide content that is so valuable that people would pay for it, but you give it out for free, you are earning trust. It also helps in building rapport with current and prospective customers/clients and puts your company top of mind. Don’t try to sell – give people relevant and helpful content. People buy from a source they trust and share information from people they trust.

3. Content marketing helps you become recognized as an industry leader: When you provide the public with free advice and offer to solve their problems, you are viewed as a helpful resource. In time, you become associated with a product or are the go-to for the answer to that problem. Not only does this build your credibility, it can help you land speaking engagements and open up other communication channels.

Businesses should consistently be sharing information based on industry knowledge, company research and client data. Information and data can be displayed in web infographics, articles outlining business tips, videos, slideshows and so on.
Content Marketing can be a cost-effective and easy strategy for business to gain a competitive edge in the marketplace and should be a key component of their marketing strategy.


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