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CONTENT MARKETING
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Content marketing?
Content marketing is the process of creating valuable, relevant content to

attract, acquire, and engage your audience. Buyers and customers today are

inundated by more marketing messages than ever before—more than 2,900

per day, by current estimations. This creates an environment of attention

scarcity, challenging marketers with the task of producing engaging content

that won’t get lost in the static. A well-crafted content marketing strategy

places your business in the position of a thought leader, building brand

preference as you inform and educate buyers. Providing helpful and

entertaining content can form a strong bond between your brand and

customers that continues to grow and strengthen over time.

Traditionally, marketers have had to “rent attention” from other people’s media

through display ads on websites, booths at trade shows, or emails sent to

third-party lists. For example, when a brand pays out millions of dollars for a

Super Bowl ad, they are renting the attention that the TV networks have built.

Content marketing, on the other hand, allows marketers to become publishers

by building their own audiences and attracting their own attention. By creating

and distributing content that buyers find useful, marketers increase their brand

awareness and preference by establishing a relationship of trust with

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consumers as they move through the sales funnel. Additionally, content

marketing is considered a less costly strategy than some others. It can have a

bit of a slower start while your content library grows and reaches a larger

audience.

Today, 41% of B2B marketers focus on content tied to the buying journey of a

customer, yet many businesses fail to produce personalized content

dedicated to each stage of the buying cycle. Personalized messaging doesn’t

just mean targeting by demographic or firmographics criteria, it means

proactively producing content that is suitable for each stage of the buyer’s

journey. Eighty-five percent of consumers trust solutions that take the time to

walk them through various paths toward decisions rather than just attempting

to make that choice for them. This type of content shows consumers that you

acknowledge and value their ability to evaluate and make decisions for

themselves. 

“Successful content marketers hit all stages of the buyer journey—from start

to finish. Most brands are seriously over-weighted in the bottom of the funnel.

And they miss huge opportunities to meet new customers at the point of

need.” 
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How to make you a healthy 5-figures recurring income

Generally, problems occurs that can be

solved in content marketing.
Content marketing is a completely unique approach to engaging with potential

customers that circumvents some of today’s biggest pain points, especially in

the digital space.

 Problem: I need to increase the volume of my organic search. Your

audience can’t buy from you if they can’t find you, and today up to 93%

of buying cycles start from a search engine. Additionally, according to

Kuno Creative, 51% of content consumption derives from organic

search, so content marketing is a great way to build organic awareness.

How to make you a healthy 5-figures recurring income

 Problem: I need to create brand preference. Engaging content

marketing creates preference through thought leadership by making you

a trusted source of information and education. You can also create

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preference through relationships, which are strengthened whenever

your content entertains or helps your buyers. People are more likely to

buy from companies with whom they have relationships. 

 Problem: I have a content marketing plan, but it’s not engaging my

customers. Content marketing should help your customers, not sell to

them. When you freely give your audience something so valuable that

they’d be willing to pay for it, you build trust, which, ultimately, is your

most powerful selling tool. 

 Problem: I need to reach more customers, while keeping my costs

low. According to Forrester research, today’s customers distrust and

resent marketing that interrupts or intercepts them. Engaging content

marketing should be part of a natural conversation with current and

potential customers, be relevant to their interests and behaviors, and

build a continuous story over time. Content marketing pays dividends for

a very long time, and this effect multiplies as you build out your content

library. 

 Problem: I’m not sure how to demonstrate the return on

investment (ROI) of my content marketing campaign. In general,

content marketing can help to increase web traffic, support lead

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qualification (especially when content is produced by stage), and,

ultimately, lead conversions into sales.

Components can be used in content

marketing as under.

Content marketing can take various forms, and in order to do it right, you’ll

need to determine what type of content your potential buyers prefer to

consume.

 By Blog posting. Distill your content marketing strategy into your blog

schedule or strategy. The company blog can and should be used to

cross-promote other content, which will help keep posts on a consistent

schedule. If you don’t have a marketing team member who is familiar

with search engine optimization (SEO), this is one area where you might

want to consult a professional. 

 By Video. The trick to effectively using video as part of a content

strategy is keeping it as timeless as possible so that you aren’t forced to

continuously spend time and money creating more. High-quality video

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content can also be used to expose your brand to YouTube’s large and

active audience. 

 By Infographics. Use as little text as possible and let the imagery tell

the story. If you don’t have a killer in-house graphics artist, find a

talented freelancer who can make something beautiful and informative.

 By sheets. These are short—two or three pages at most. That means

there won’t be a lot of room for big images, so you’ll want to use text

formatting to make them easy for a reader to quickly scan through. Link

or point to other resources for more in-depth learning. 

. 

 White papers and reports. These materials are similar to an ebook in

that they are primarily educational, but white papers and reports are

generally less graphically designed and use language that is a little

more professional. They can also create opportunities to partner with

other organizations. 

 Slide. Slide decks are a great format for breaking down complex ideas

into simple steps or bite-sized pieces. Keep the slides simple: Use

minimal text in one font and big  graphics throughout. 

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 By Case studies. Build case studies with real numbers and complete

stories. This will help keep the content focused on the value and results,

not the brand. 

 Demos. This is where a free assessment, evaluation, or trial works

nicely to start the dialogue and to begin to fully qualify your most

interested leads. If you have an e-commerce-based product, you can

leverage a discount code to use at the time of the transaction to

establish some urgency around making the purchase. 

 Distribution channels. 

 Owned: Sharing your content on the brand’s own social media

channels—like Facebook, Twitter, LinkedIn, or Pinterest—is a

quick, customizable, and free opportunity to connect with your

target audience. 

 Organic: Weaving some SEO best practices into your content will

help make a good impression with Google and move your website

up the rankings list. The strength of a good content marketing

strategy is in providing the information and answers that your

target audience is looking for, so make sure they can find it.

 Paid: Most social networks allow for some kind of paid

advertising, such as sponsored content, pay-per-click (PPC),

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search engine marketing (SEM), display, and retargeting.

Matching a network’s demographics with your brand’s personas

will help you determine where to invest. 

 Earned: This is the most valuable, but hardest to create. Earned

social media promotion happens when your audience chooses to

share your content with their network.

 Content marketing is essential. Ninety-two percent of marketers

reported that their company views content as a business asset (Content

Marketing Institute). 

 Content marketing creates credibility. Ninety-six percent of the most

successful content marketers agree that their audience views their

organization as a trusted resource. 

 Content marketing brings in leads. It creates three times more leads

than paid search advertising (Content Marketing Institute, 2017).  

How to make you a healthy 5-figures recurring income