Content Marketing raising awareness and interest within a product or service through the distribution of educational, entertaining or informative material. The most Successful content marketers provide materials that are of high quality and helpful in solving problems people may have.
Content Marketing, when done correctly, can be your leading source of lead generation. There are hundreds of businesses who make all their sales through distributing information. The main function of Content Marketing is to have their material shared and published in places that will reach their target markets eyes. Many businesses create anything from news, video, infographics, white papers, e-books, case studies and static repots, how-to guides, question and answer articles, photos, etc.
Wiki had a great way of summing the definition of Content Marketing up by writing:
“the technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action”
Be sure to follow these steps to create material that will be successful :
1. You must fine tune your target market and
2. Study your market’s holes, know its flaws as well as missing knowledge and find solutions
3. With those solutions create valuable and quality content
4. Research and build relationships with associations or site that are capable of distributing
your materials to the right audience.
5. Begin sharing your content. You can do so by submitting your material to sharing sites that
fit your content and type of business.
6. Analysts and measuring ROI and traffic
Here is another chart displaying a case study conducted by MarketingCharts displaying the success rate for each step when launching a content marketing campaign:
It shows the that the majority do have a generally positive experience when working with Content Marketing however the ”Business Results” shows that more than half were under preforming. These results are most likely due to lack of defining their own target market. People will not take interest in your product or services if your materials are complete irrelevant, your Content Marketing campaign will definitely fail for example: LIDER Marketing is currently working with Norn Pants on a content marketing project using an infographic. Norn Pants specialize in high-end male dress pants therefore the info-graphic we chose to do is on pants ONLY. Most info-graphics focused on an entire suit, however, if Norn were to create an infographic on a full suit anyone trailing back to their website through this infograpahic will be looking to buy full suits NOT just pants.
Keeping your content relevant and unique is key to creating brilliant sharable content for your business and projects. We hope you enjoyed this blog post and if you have any questions, comments or requests please leave them in the comment box below!