How to engage with your customers via content marketing


Contemplating adding content marketing to your marketing mix? Or do you already have a content marketing strategy in place and are looking to take it to the next level?

Here are some informative articles and resources I’ve found loaded with insightful tips and best practices:
Article in Forbes.com entitled, “What is Content Marketing?” by Russ Alan Prince – insightful information on the basics of content marketing, “the mercantile of thought leadership.”

A key takeaway for me in this article – there are two key elements of content marketing:

  1. Developing content that your desired audiences are very interested in.
  2. Effective distribution of that content.

Prince quotes Bruce Rogers, Chief Insight Officer at Forbes and one of the world’s foremost authorities on thought leadership on his thoughts regarding distribution of content:
Aside from great content, the ability to get the material into the hand of clients and prospects is absolutely essential. There are usually a number of different channels that can be used. And, often disseminating the content though as many channels as possible is a good idea. Often when developing high-quality content, the way the material will be distributed is simultaneously determined.

There is a whole institute devoted to content marketing, aptly titled the Content Marketing Institute (CMI) whose mission is to advance the practice of content marketing. The site is full of practical, how-to guidance, you’ll also find insight and advice from the experts, and an active community for discussing the latest news, information, and advances that are moving the industry forward.

The CMI’s definition of content marketing is spot on:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Excellent article in Business2Community.com by Annemaria Nicholson entitled, 3 Must-Dos to Master Content Marketing that contains insights on how to:

  1. Get specific
  2. Create an experience
  3. Inspire anticipation

My favorite real world example in the article - The LEGO Movie, held up by CMI’s Chief Strategy Officer Robert Rose and many others in the industry as an instance of content marketing at its best.

A recent Huffington Post article by Matthew Collis provides informative details about 5 Ways to Make Your Content Marketing More Effective:

  1. Think about the right format
  2. Be concise
  3. Incorporate stories and examples
  4. Make it scannable
  5. Incorporate visuals

My key take away in this article:
Great content is more important now than ever. In order to be successful and achieve your content goals, you need to be aware of how to craft compelling communications that resonate with your audience.

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