Content is key

The mantra “content is king” has recently become a favorite of marketers – and for good reason. In today’s rapidly changing marketing landscape, content marketing is one of the most important investments you can make.

A strategic investment in the development of meaningful content has become a “must” rather than just a “nice to have.” Strong content develops a base of highly engaged followers who are more inclined to make repeated purchases in the long term. And in the customer-decision journey, relevant content at each touch point is often the tipping point to a “yes” decision. That’s why businesses everywhere are dedicating more time, energy and marketing spending to content marketing than they ever have before. Consider the following statistics:

n Content marketing is excellent at conversion, and it costs 62 percent less than traditional marketing.

n Seventy percent of customers prefer to get information about a company from online content rather than traditional ads.

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n Seventy-eight percent of chief marketing officers believe that customized content is the future of marketing.

Content-marketing campaigns won’t necessarily convert directly or immediately to sales. That can be a challenge. Business owners may wonder: Where is the ROI? However, the sum total of your content marketing efforts will strengthen your brand and lead to more fruitful interactions with prospects and customers in the future.

Whether your content is in the form of a quarterly email newsletter or weekly blog post, its substance is the key to success. In order to establish your company as a reputable thought leader, your content must be both accurate and well presented. Incorporating images into your content also can be helpful. In fact, 94 percent of content that includes visuals gets more total views than purely textual content.

Here at TribalVision, to ensure that a company produces sufficient content consistently, we often craft a content-marketing strategy and content calendar. A content calendar indicates when content should be written and when it should be published, with enough time in between for fine-tuning, and includes diverse content types, such as blog posts, SlideShare updates, Facebook posts, tweets, white papers, case studies, videos, new website copy and webinars.

When it comes to producing content, it is most efficient to produce content that can be repurposed for multiple platforms.

The increasing popularity of on-the-go reading also makes it wise for you to provide brief, engaging content and a mobile-friendly interface.

Assigning responsibility for content marketing will ensure that your company’s content is consistent, robust, efficient and continuous. Crowdsourcing can also help you to create more content with less work. Here at TribalVision, for example, we rotate blog authorship on a weekly basis in order to spread the work among multiple team members. Blogging allows us to provide valuable content while demonstrating our marketing expertise. You should develop a comprehensive content calendar that details all of the content to be crafted during the upcoming year, including blog posts, along with the strategy to communicate and push out that content via multiple avenues (company website, email newsletter, social media, video library, sales literature, webinars, etc.). •

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