To ensure delivery, please add us to your safe senders list.

 

Distribute

Make content dissemination as important as creation.

Contribute

Create content regularly to raise your company's thought leadership.

Attribute

Leverage content creation to boost SEO, sales and profits.

More >

More >

More >

Saturday, August 29th, 2015
   

Meet the Leading Digital Marketing Tool: Content

For the third straight year, content marketing is the most critical trend in digital marketing. Moreover, its lead is growing. The 2015 Digital Marketing Trends poll found content marketing twice as important as the runner up, big data. Up to 69 percent of brands responding planned to hike content production in 2015. Here's why a focused content marketing strategy pays big dividends.

Forward to
a friend
708-246-4211
waltdenny.com
For interactive marketing,
PR and advertising insight, follow us!

TODAY'S CUSTOMERS WANT TO BE EDUCATED, NOT "SOLD"

Your customers seek information, not sales pitches, when researching purchases. That's why content marketing is increasingly chosen as a way to boost customer engagement. Content such as blogs, white papers, articles and case studies showcase your company's though leadership and general industry knowledge. A natural inclination is to not only purchase from such a leader, but to share its content with others, further burnishing your company's reputation.

We research and report on best practices in today's content marketing landscape, detailing a few of the critical steps in crafting a winning content strategy.

As visual content platforms like Instagram and Pinterest grow in usage, visual content increasingly gets noticed. Last year, every major social media platform boosted the importance and prominence of visual content.

 

REMEMBER: DISTRIBUTION IS AS IMPORTANT AS CREATION

Content creation and publication are only two legs of a three-legged stool. Equally key is the strategic distribution of content, which can give your company an opportunity to differentiate. Altimeter research found half of all companies believe they must invest in content distribution, but only a quarter do. Your company's content distribution strategy should optimize mobile and search, and be designed to reach influential thought leaders in your field.

So much goes into a well-designed content marketing strategy that entire books are devoted to the topic. We have carefully hand-picked several of the most important considerations, which we urge you to keep top of mind.

  • The most important distribution paths for successful content marketing are social media channels. As one observer commented recently, "Content is king, social media is queen and together they rule."
  • The reliance of many companies on product managers as content creators is expected to end. Search algorithms increasingly value high-quality content, meaning marketers will need to hire PR marketing agencies to craft content.
  • Quality content is not the only secret to success in content marketing. It's just as important that your company be distributing fresh content continually.
  • Brands like Coke and IBM are particularly adept at mobile content marketing strategies. They are proactively responding to the expectation that mobile and wearable devices will be involved in one-fifth of purchases by 2020.

 

 

Read The Content Code: Six Essential Strategies to Ignite Your Content, Your Marketing and Your Business, by Mark W. Schaefer.

Create content that gets your customers and prospects involved viscerally. Stir their passions and their emotions, as Go Pro and Microsoft have done in their content campaigns, and you'll connect with your audience at a deeper level.

Email or call us at 708-246-4211 to learn how to make the most of opportunities to grow your sales and profits through effective content marketing.