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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.
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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.
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