Great food starts with quality ingredients. Black truffle oil adds something to a dish that canola oil cannot. But, if you only have bottles and bottles of truffle oil, you’re missing a lot of what it takes to make a mushroom risotto or the best grilled cheese you’ve ever had. You need more than just one quality ingredient to make a dish.
Category Archives: Writing Marketing Content
Today, more and more businesses construct content marketing “machines” designed to do one thing:
Blast through the clutter by building content that matters to your audience.
Companies that create fascinating content do more than delight readers—they make connections. If you set up your systems properly, and you have the right team members in place, the content you build will help you discover qualified leads and open the door to mutually profitable relationships.
Content is the centerpiece of your inbound marketing efforts. If you can’t make anything people want to read or view – then share with their friends or co-workers – your inbound marketing campaign will never get off the ground.
You know you want to make positive impressions in your market and gather inbound leads, but because there are practically limitless directions you can go in to produce marketing content, it can be difficult to know where to start.
NuGrowth Solutions today announced the release of the latest addition to its extensive online library: “Six Steps to a Winning Content Strategy.”
Geared toward companies that want to improve their lead generation efforts through content marketing, the guide builds on the concepts and strategies laid out in NuGrowth Solutions’ last e-guide, “B2B Content Marketing 101: What’s in it for Me?” and touts the benefits of planning ahead and continuing to improve strategies.
By many accounts, content strategy is something that is often overlooked. A recent report by the Content Marketing Institute and Marketing Profs titled “2014 Benchmarks, Budgets, and Trends – North America” indicates that 56% of marketers do not have a well-documented strategy for their content marketing campaigns. Only 42% feel that their strategy is effective.
As we’ve already discussed, content marketing can be a powerful tool for your business. It can help your website climb higher in search results and is a valuable resource for email campaigns. Eventually, though, you will run out of good ideas for new content. At that point, the value of your content marketing will rely on your ability to come up with ideas for interesting and engaging content.
If you are running out of content ideas or just don’t know where to start with your content marketing, remember its two biggest benefits:
- Building relationships with customers and potential customers
- Increasing your search engine optimization
As you plan and create your content, start with these goals and break them down to identify new content to make.
Building Relationships with Customers and Potential Customers
Think about your audience at all times, but especially when deciding what new content to create. You can even make up imaginary customers that represent parts of your audience. What do these people want to learn from you? What kind of content do they want to see?
Anyone who has an email address is familiar with junk mail. It fills up your inbox, distracting you from the emails that are important. Although you can create an impression by flooding someone’s inbox with emails, it won’t be a good one. The question, then, is how do you use email marketing to create impressions (and generate leads) without the appearance of sending junk mail? The short answer is “don’t sent junk.” The longer answer is, content marketing – send educational content your prospects can benefit from reading, things that pass the critical “what’s in it for me?” litmus test. Read More
If you are trying to drive traffic to your website to generate inbound leads, you probably already know that search engine optimization (SEO) can be one of the big keys to your success. To many, however, Search can be an enigma. True, it can be complex. True, Google changes its algorithms on a regular basis. But, you don’t have to completely master Search to understand how having good quality content on your website that engages readers and entices them to share can improve SEO.
Here are a few suggestions for using content effectively. Read More
As we wrote in Lead Gen: Marketing That Sells, content marketing is one of the essential “bricks” of a good lead generation campaign. If you aren’t engaging in content marketing, you have untapped value residing in your organization. Why? Your organization’s knowledge and experience are your most valuable assets. They are already driving your business. Let them push you a little further.
What is content marketing?
A common buzzword among marketers, the term “content marketing” is the practice of using meaningful, relevant content in the form of blogs, thought leadership articles, case studies, etc. to attract and engage potential customers and drive warm leads to your sales team. Content should be driven by what potential and current customers are interested in learning – not features and benefits.
Why? Today’s buyers are more educated than ever before. When they have a pain point, they know they can look to the web for solutions. Someone, somewhere will have the answer. If that pain point falls within your area of expertise, that “someone” might as well be you. Read More