Want to stand out from the crowd? Say something worth listening to — and something worth sharing
It used to be that consumers would march down to the local store to make a purchase. And businesses would partner with the guy down the street. Local wasn’t a limit, it was simply the way things were done. Then came the Internet — creating a level of accessibility that made Wausau and Warsaw virtual next-door neighbors. Local companies suddenly faced an unprecedented level of global competition while consumers and businesses gleefully shopped the world to get exactly what they wanted. For many businesses with limited marketing and web development dollars, the global access provided by the Internet was a valid threat.
But as with most things, time is the great equalizer. And people have changed how they use the Internet. People don’t want to hear about how great you or your products are. They hunger for information. And they’re looking for trusted resources that supply them with knowledge.
That’s where content marketing comes in. Content marketing is providing people with relevant, entertaining information using a variety of traditional and non-traditional platforms that your audiences are most comfortable with. Content is not copy — it’s not simply words on a page, in an ad or on your website. A content marketer always has something interesting and meaningful to say because she truly understands what information appeals to her customers and prospects. And because she knows what they’re interested in and what information they thirst after, her content engages people emotionally with the brand. Because of that engagement, her brand becomes a trusted resource, a product leader and a thought leader. And that combination makes her brand the “go-to brand” at purchase time.
This is content
Valuable, interesting and relevant information that helps someone make informed decisions. Emotionally engage your audience and become a trusted resource with:
The key to content marketing is developing a content strategy.
Define your purpose — what do you hope to accomplish and whom do you hope to engage?
Audit your content — everything from web copy and videos, to case studies. Painful, yes. Time-consuming? Certainly. But it’s a good way to determine what your niche expertise is and where there are gaps.
Listen to those audiences you want to engage — through Google alerts, blogs, Twitter feeds, Facebook groups and third-party interviews — to learn what’s being said about your company and, just as importantly, your industry. What do these audiences find interesting, entertaining, relevant and valuable?
Ask yourself — is this content valuable? Will your audience share it with others? And on what social media platforms are they comfortable sharing it?
Share the content in various forms, don’t just cut and paste — each media requires a different re-telling. Post a white paper on your site. Then post an intriguing line from the piece to Facebook. Invite them to enjoy some white-paper-light-reading with a Tweet and an email blast, and engage industry insiders with a press release.
Designate a Content Strategist to monitor what’s being said on blogs, Google Alerts and Twitter. Who in your company already uses social media? Find the right person to blog, respond and put a human face to your brand.
Set realistic goals based on how often you can post valuable content and on which platforms. Then don’t disappoint your audience with missed deadlines.
Have measurement protocols and goals in place — be it new calls, web hits, fans, or comments.
Why bother with content marketing? It’s affordable, targeted and measurable. When you’re a trusted resource, people will share your content and become your viral brand ambassador. Providing information helps shorten the sales cycle. You’re no longer subject to the whims of media gatekeepers because you can self-publish and affordably share your content on diverse channels, thus increasing your exposure. Finally, content marketing is measurable:
What are you waiting for? You have plenty of knowledge to share. And an audience hungry for it.
By Michelle Rothemeyer, Content Marketing Specialist, TMA+Peritus. TMA+Peritus is an Advertising Agency in Wausau and Madison. They can be found at www.tmaperitus.com.
