Content marketing involves creating and distributing relevant content for the purpose of engaging a targeted audience in order to achieve business goals.
In short, every company is a media company …and through the use of content, companies can build and engage audiences in order to directly communicate a message to them.
Good Content Marketing:
- Is Non-Promotional
- Is Relevant to the Reader
- Closes a Gap (informs)
- Is Well-Written
- Is Relevant to Your Company
- Gives Proof
What can content marketing do for my business?
Content marketing can improve brand recognition, trust, authority, credibility, loyalty and authenticity. All things that your customers care about, and in turn, will ultimately help your revenue.
Types of content:
- Articles
- Blog posts
- Books/eBooks
- Brochures
- Case Studies
- Demos
- Digital Media Room/Press Room
- Free Trials
- Images
- Information Guides
- Live Streamed Events
- Manuals
- Microsites/Landing Pages
- Online Courses
- Podcasts/videocasts
- Presentations
- Press Releases
- Product Data Sheets
- Reference Guides
- Resource Libraries
- RSS/XML Feeds
- Surveys
- Radio
- TV
- Videos
- Webinars/Webcasts
- White Papers
- Widgets
- Workbooks
- 80% of business decision makers prefer to get their information about a company from articles rather than from ads
- Over 70% say content marketing makes them feel closer to the sponsoring company
- 60% believe company content helps them make better product decisions
Source: Roper Public Affairs poll
2011 B2B Content Marketing Trends
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