Content Marketing 101

Everyone is talking about content marketing these days … but what exactly IS content marketing?

Content marketing is the process in which you produce and circulate relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

content marketing 101

Webinars Infographics Lists
Reports Articles How-to guides
Ebooks Blogs Whitepapers
Press releases Videos Newsletters

 

Why is Content Important?

  • Good content is read, great content ENGAGES. 
  • Forget just building brand awareness. With engaging content, you create AUTHORITY.
  • Content marketing provides you COMPLETE CONTROL. Your voice, your topics, your timeline, your audience.
  • Content can always be REPURPOSED across multiple marketing channels.
  • Valuable content is SHAREABLE.

Did You Know?

  • 70% of brands have employed branded content marketing for advertising purposes in the past year**
  • 70% of the buying process in a complex sale is already complete before a potential customer is ready to engage with a salesperson
  • 72% report having increased their spending on branded content in the past year**

How do you get started? 

Here’s some quick tips to get you thinking…

  • Educate new prospects/don’t sell them. This will invite and excite yours distributor to read on.
  • Answer your distributors’ most pressing concerns or help solve a problem they are facing. (e.g. how to open a new business channel; how to market to a new industry; how to increase/upsell an existing customer; etc.)
  • Tell a good story. Make the content personable, in your own voice. 
  • Give your products their own stories.
  • Make the content digestible.
  • Utilize images  – Remember a picture says a thousand words.

Do’s & Don'ts

  • DON’T write “Here’s Why Our Customer Service is So Great."
  • DO write a “Top 5 reasons why great customer service = better sales for you.”
  • DON’T feature bios of your company’s CEO/President, sales director, etc.
  • DO feature guest authors that your customers will find valuable.
  • DON’T write content that describes your product’s features.
  • DO write content that describes how your product solves a challenge.
  • DON’T write content that describes what the biggest 5 markets are.
  • DO create a distributors guide to selling to the biggest 5 markets.
  • DON’T forget to write consistently. There is no point in a one-time content piece.
  • DO create a newsletter that features content on a regular basis. 

What Do You Measure?

There is a metric for every marketing channel. 

Operational Sales
  • # of views/ downloads/leads
  • # of clicks/turned into leads
  • # of ratings/likes
  • # of clicks
  • # of comments
  • # of shares
  • Cost to create a lead
  • Total sales/revenue generated
  • # of  leads/turned into sales
  • Views to leads conversion rate
  • Views to sales conversion rate
  • Leads to sales conversion rate

Tips to Get You Started

  • Make your Call to Action (CTA) clear and simple.
  • Create a sense of urgency with your CTAs.
  • Unique URLs, easy to remember URLs.
  • Personalized or local phone #s that you can track.
  • Unique codes for each special offer (if you have one).
  • Unique landing page for each piece of content. 

Want more advice on content marketing? We're so glad you asked. 

What is Content Marketing?

Why Does Content Matter?

How to Transfer Custom Publishing into Content Marketing