Why Content Marketing Matters

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Everyone is talking about content, but few are actually doing something about it. That’s unfortunate since content marketing is one of the most (if not the most) effective ways for businesses to get double duty from their marketing dollars. How is that achieved, you might ask? Here’s the answer: content marketing improves both your online presence as well as increasing customer engagement. So, if you are looking to drive prospects to your website, then it’s essential that you create good content for them to see once they get there. And, remember the content has to be interesting, relevant, and easily obtained.

Content marketing is the perfect companion to social media because both work so nicely to keep your message and your brand in top of mind. This enables businesses to make more meaningful (and lucrative) connections with their customers. Through the use of white papers, special reports, blogs, newsletters, videos, etc., your content is telling an important story and directing your prospects through the sales pipeline. Here are some tips to help you do that well:

  • Apply a layered approach that communicates a central theme, using content on your website as well as social media.
  • Think about the timing and the vehicle of your delivery so you’re communicating the right message to the right audience and in the right way.
  • Shake it up! Don’t be afraid to try something different. Look at your business the way your customers do, then approach your content marketing to address your customers’ needs.

Content marketing is a powerful tool to help sell. It’s a relatively inexpensive way to reach out to your prospects and develop a meaningful “dialogue” with them to enhance their relationship with your business as well as their loyalty. Follow these guidelines and create a content marketing strategy that will help drive more prospects to your website and convert them to qualified leads.

Share some of your content ideas with us. Let us know what’s working for you.

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