Hello fellow Marketing Champions. Welcome to a new year, full of promise and potential. We as marketers are ready to create and execute winning strategies to grow revenue this year. So let’s get going!
In this weekly blog, we at ZUZA | Marketing Asset Management will provide you with content that can help you in your ongoing quest for more effective marketing campaigns with higher ROI. Researching and providing this content helps us too, because we’re marketers just like you. So we’re all in this together.
Appropriately, today’s blog post is all about content, that is, Content Marketing. Content Marketing can be a highly effective part of your marketing strategy. In fact, it could and really should be an integral component. But what is it?
The Content Marketing Institute (yes, there actually is an institute for this!), defines Content Marketing this way in a recent white paper (a link to which is provided at the end of this post):
“Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way to grow your business.” – from the white paper “How to Attract and Retain Customers with Content Now”
OK, sounds good, but what exactly does that mean?
It means, become a publisher. Stop simply crafting marketing messages (which your customers and prospects now routinely tune out and don’t trust). Instead, provide genuinely useful information that helps your customers and prospects do their jobs and improve their lives.
Nowadays, most customers do their pre-purchase research online. They are hungry for credible, useful information. Traditional media outlets (journalists) can only cover so much, and their role in providing information is diminishing with the proliferation of online media channels and content producers. This provides an opening for you to provide unique, useful content for which you have specific expertise.
Obviously you are an expert in the solutions you provide and the way they’ll help your customers. Your customers are seeking to understand how your solutions will help them, but with credible, objective information, not sales fluff. With content marketing, you can provide objective, trustable information to your customers that will help them make good decisions.
This is truly a win-win scenario. Your customers benefit because you are helping them make decisions more quickly, knowledgeably and confidently. Your company benefits from gaining the trust, respect and gratitude of customers well before you actually sell to them. In essence, you become your customers’ trusted advisor. This will help them bond with your brand and make it much easier for them to purchase from you, because they trust you already.
Content Marketing can be packaged in many ways:
- White papers
- Case studies
- Blogs and other web content
As we mentioned above, we’ve found an excellent white paper that gives a nice overview of content marketing and how to get going with it. Here’s the link to sign up for your free download.
Please let us know if you find this information useful. Also, we’d love to provide you with information that really helps you. Please tell us what marketing challenges you face and what kind of topics you’d like to see covered in this blog.
We’re here to help you be a Marketing Champion.
Until next time,
The ZUZA Marketing Asset Management Team