Content Marketing: A Proven Tactic Evolves with New Technologies
2013 Is the Year of Content Marketing. Have you googled “Content Marketing” recently? With 661 million results in less than 2 seconds it’s the hottest buzzword! So, what is content marketing?
- Wikipedia says – Any marketing format that involves the creation and sharing and publishing media to acquire customers – including news, videos, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.
- Content Marketing is about focusing on communicating, not selling, to your prospects and customers to inspire brand loyalty by providing consistent and valuable content.
Here are my key takeaways from the Content Marketing Boot Camp I attended as part of my journey towards earning an Executive Certificate in Internet Marketing from Saint Louis University (@SLU_Official) and the American Society of Professional Education (@ASPE_ROI) . My friend and colleague, Phil Buckley (@1918) taught the 3-day virtual course.
- Know Your Audience – What’s their occupation, age, gender, marital status, education level, interests, occupation, geographic location, household income, where they get their information … the more you know, the better you can tailor content to them.
- – Be a Subject Matter Expert (SME) to stand out from the crowd by providing consistent Check out Lisa Barone’s video – What Stuttering Taught Me About Running a Business.
- Stop Selling and Start Helping – Seems everyone is multi-tasking today. Per Nielson 88% of U.S. tablet owners use their devices while watching TV. Your stuff (i.e. content) needs to be better, focused and more helpful than your competitors to grab and hold someone’s attention.
- Where’s the Good Stuff? Check out mobile apps like Zite, It analyzes millions of articles each day bringing you the best of your favorite magazines, newspapers, authors, blogs.
- Attention is the New Currency – In content commerce, you compete with every other fragment of life that is demanding readers’ attention. Thomas Davenport and John Beck, say “unless companies learn to effectively capture, manage, and keep it–both internally and out in the marketplace–they’ll fall hopelessly behind.” Read their groundbreaking book The Attention Economy: Understanding the New Currency of Business.
- You Have Less Than 8 Seconds – to get someone’s attention, according to an Associated Press (AP) survey, page views that last less than 4 seconds was 17%, while views over 10 minutes were only 4%.
- Show Don’t Tell – This is a fundamental best practice tactic of content marketing. Videos will continue to rise in popularity and YouTube is currently the second largest search engine.
- Do Better – Start small and improve gradually. Be patient and don’t take on more than you can manage. Be consistent in delivering regular and valuable content.
- Analytics, Analytics, Analytics – Content is constant. It is critical to measure, graph and evaluate the data behind the content – page vews, shares, likes, comments, etc. – to adapt, adjust and experience content marketing success.
I hope you found this post useful. To guide you through the process download your free white paper: Key Components of an Effective Content Marketing Strategy.
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