Rather than interrupting your potential customer with any of the traditional outbound marketing methods like email, display ads, direct mail, advertising, trade shows and cold calling, content marketing involves the many ways you attract customers to you with useful, informative and entertaining non-advertising.
With so many consumers researching online to make buying decisions, content marketing is the way to make sure your potential customers find YOU when they’re searching. If you are providing helpful information without making a sales pitch, you build trust and engagement. These are the main types of content marketing tactics to acquire and engage customers:
- Social Content
- White Papers
This sounds like a lot of work, and if you’re considering diving in to Content Marketing, you need to know if it’s effective and how it will help your business.
A recent Neilsen study showed that Content Marketing drives 3 times the sales of digital advertising.
About.com’s recent study on consumer trust showed that 71% of consumers surveyed don’t trust a brand that doesn’t provide promotion-free information.
Brandpoint’s 2012 Digital Content Marketing Survey found that the most common forms of online content marketing used are social content, blogging, press releases and online articles. And the best results are coming from social content, e-newsletters, blogging and online articles.
Building your company’s presence online by publishing rich content that your target market finds useful helps establish your business as an expert and it increases relevant traffic to your website. Once there, you can invite consumers to call, buy, fill out a form, download a coupon, sign up for something, make an appointment or whatever action you want them to take.
Content marketing doesn’t need to replace other advertising and marketing that you do, it’s another way to drive leads to your business by being findable in all the places that consumers are looking.