3 Simple Ways A Content Marketing Strategy Cuts Costs

3 Simple Ways A Content Marketing Strategy Cuts Costs

Cut Costs + Increase Growth with a Content Marketing Strategy

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By now, you know that establishing a content marketing strategy is a smart step for your brand in many ways. But, just how can a strategy help or hurt your bottom line? Well, there are 3 simple ways in which a content marketing strategy can cut costs for your business.

Assess & Enhance Brand Presence

The first step to crafting a killer content marketing strategy is to figure out where your brand currently stands. This could be done in a number of ways, but the most common is a simple content audit. Find out how to perform one here.

By performing this audit, you can find out what’s working, what’s not, and where you want to be in the future. Then, you can begin to lay out a solid content marketing strategy with your strengths, weaknesses, and goals in mind.

Laser Focus Your Content

Content is time-consuming to research and create, why would you want to waste time on content that isn’t properly targeted for the right audience and their needs?

A detailed and documented content marketing strategy will help you flesh out your brand’s exact demographic and their unique needs. If you don’t already know who your customers and potential customers are, you need to get down to brass tacks right now.

P.S. This is where targeted buyer personas come in. Learn about them in our previous blog post.

When you’re aware of the needs of your audience you can then streamline your previous and future content to suit their wants, needs, and deepest desires. Hence, positioning yourself as a leader and garnering loyal followers.

Reduce Need for Paid Advertising

Content is an exceptionally powerful and long-lived tool to have on your side no matter your industry. In this day and age, properly developed and implemented content can help reduce the need for paid advertising, especially through traditional outlets.

Well-written and developed content is evergreen, and as such is designed to always be in style. By ensuring that you’re always creating relevant and laser focused content, you can rely on the organic reach and influence of your existing and future content. Paying big bucks for radio and TV ads will be in the past.

Do you have a preferred reason to enhance your business and bottom line with a content marketing strategy? Share it with me in the comments!

5 Reasons Great Content Is Important to Your Business

5 Reasons Great Content Is Important to Your Business

By now, you probably realize that content is important. But, how important? What kind of content? Are you different?

The questions can be a little overwhelming, and many businesses avoid content marketing because they just don’t quite understand it.

The truth is, everyone needs content for a different reason and in a different context. But, the overall importance of that content never changes.

Here are 5 reasons why great content is important to your business, no matter what industry you’re in.

1. Great Content Builds Trust

The definition of content marketing is offering value to your audience and answering their questions in a way that is non-obtrusive and easy to understand.

“Content Marketing represents the gap between what brands produce and what consumers actually want.” ~ Michael Brenner

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So, by default, providing great content helps build trust and foster brand loyalty among your customers, prospects, AND employees. When your employees see you making a genuine effort to provide support and value, they’re more likely to become brand advocates. We all know that an employee is one of the best brand ambassadors a business can have, right?

2. Increases Brand Awareness

By churning out content that is specially tailored to your customer’s needs, you are building brand awareness on several different levels.

  • First, you’re developing healthy SEO by creating quality, consistent content.
  • Second, your audience sees your name more often, which fosters top of mind awareness.
  • Third, audience members that interact with your content are more likely to share it with their friends and family.

3. Helps You Understand Your Audience

By appropriately tracking and measuring your content marketing efforts, you can learn more about your audience in one month than you learned all of the last year.

Seriously, if you follow best practices, you are guaranteed to learn something that will help you tailor future content to the appropriate demographic.

Great content can help you get inside your ideal customer’s head and understand their unique wants and needs.

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Plus, this insight can help you tailor in-person interaction to further conversions. Meaning that you can use what you’ve learned to train your staff and adjust your physical location to better suit the customer’s wants and needs.

4. Set the Standard for Your Team

By being consistent, creative, and thoughtful with your content, you are automatically setting the standard for the rest of your team.

Whether you’re a small or large company, someone is always looking to you to set the standard of quality for the brand. Quickly and efficiently do this by providing great content that your audience actually NEEDS. Your team will catch on and carry through in less time than you’d expect.

5. Content is 100% Actionable

While many people say that content marketing is hard to track, that doesn’t mean it isn’t actionable.

Creating great, actionable content that does it’s job and engages the user can help you:

  • Learn from your mistakes.
  • Monetize.
  • Build a foundation for further marketing efforts.
  • Inspire action in your audience.

So, if you’re still in the dark about whether content is important to your bottom line or not, ask your customers. They’re not afraid to tell you what they think, and believe it or not, will praise you when deserved.

Do your part to make your content work for your business by developing and implementing a solid content marketing strategy. Combine that with tailored platform content strategies, and you’re unbeatable. Get it going today!

5 Ways Content Marketing is Like Owning a Cat

Cats are bastards. But, strangely, they’re pretty easy to understand, keep alive and keep happy. Believe it or not, maintaining a solid content marketing campaign is just like owning a cat. Here are 5 different ways content marketing is like owning a cat.

1. They’re pretty much like a self-cleaning oven.

Cats and content marketing are both super easy to maintain, once you figure out the basic workings. Cats just need food, water, a litter box and a cardboard box to be happy.

Content marketing only requires that you know yourself, know your market and have the resources to keep the food bowl topped off. Because God forbid there ever be a hole in the food bowl. Once you know what you’re doing, it’s pretty easy to maintain forward momentum.Cleaning kitty

2. They love the simple things in life.

Let’s face it, cats don’t care if you spent $5 on a cat toy or not, they will always love the milk ring or foil ball better.

Your audience is the same. Don’t over-complicate things when the simplest answer is probably the best one. Provide them with what they need and what they want in the easiest way possible. Your audience is busy, and they don’t have the time to sit through a 30-minute explanation of why iOS is better than Android.

Note: there’s a huge difference between enjoying the simple things and being easily amused. Don’t mistake the two. Ever.

Cat playing

3. They will crap where you let them.

No, seriously. Everyone knows that if you don’t keep a litter box clean, your cat will do it’s business wherever it feels like it.

When it comes to content marketing, you should always keep it clean, keep it simple and keep it relevant. The minute you jump off topic, your audience will crap all over whatever medium you’re using. No one wants to go back and clean up a Facebook wall, do they?

4. They will always think they’re smarter than you.

Cats do this. You know it. We know it. The whole freaking world knows it. Cats are smart little bastards, and they think they’re more clever than Einstein.

The truth is, everyone thinks they’re smarter than the person(s) making the point. Sometimes you have to play to it and admit that you’re no infallible. But, remember that while the customer is always right, the customer is not always RIGHT. This lesson applies more so to reputation management than content marketing, but they kind of run in the same vein. Don’t fight with your audience or your cat. They will always think they’ve got the upper hand. Play things smart, and play them cool.

5. They can and will be your best friend…but only when it works for them.

Cats are not like dogs. They will make loving them difficult, except when it suits their fancy. Dogs, on the other hand, are pretty much in love with you from day one. But, they don’t present much of a challenge, other than the training.

Maintaining a solid content marketing strategy relies on the fact that you will not always make everyone happy. Sometimes people will not like what you have to say, but that means that they aren’t your primary demographic. But, if they maintain contact it says that they know that what you’re saying is important, and they just need to reach a point in their lives when it means something to them. At that time, they’ve become your demographic and your best friend.

These are our little fluffy butts – Brody, and Luna.

Brody
Brody
Luna
Luna

In essence….

Cats are easy to maintain if you know what you’re doing, just like content marketing. There’s no time like the present to discover and implement a documented content marketing strategy. Email us today for help!

Does Your Business Need a Content Marketing Strategy?

Does Your Business Need a Content Marketing Strategy?

So, Does Your Business Need a Content Marketing Strategy?

If you read our recent blog post, What Is Content Marketing & Why Should A Business Owner Care? then you’re probably asking yourself whether you need a content marketing strategy. Well, the short answer is yes.

Because content is everything that we read, hear, or look at every single day, having a strategy in place to determine how that content is introduced and who it is presented to is a valuable resource.

What Exactly Does It Accomplish?

Outlining a documented content marketing strategy helps you nail down:

1. Who you are as a brand, and as people.
2. What you’re trying to say to your audience, or what your brand story is.
3. How to say what you’re trying to say to produce the most impact.
4. Who is actually listening to what you have to say.

Content Marketing Accomplishments

Having these things figured out will help drive your brand marketing efforts in the right direction: UP. While having a verbal strategy or unspoken agreement of a content marketing strategy is a great start, it does not compare to having a documented strategy in place for your brand.

The Benefits of Having a Content Marketing Strategy

While the exact ROI is harder to pin down for content marketing, the benefits of a well-formed, documented content marketing strategy are boundless. Since it is essentially a passive skill, it acts as a sort of magnet that pulls your audience in and can help produce the following:

• Increased brand awareness within your niche market.
• Instil brand loyalty and trust in your audience.
• Produce a genuine community of brand advocates and fans.
• Create stronger retention and referral numbers.
• Increased sales.

DrinkBranders Content Case Study Analytics

While those are just the tip of the iceberg, they can only be achieved by documenting your content marketing strategy and following it to the letter. This means distributing copies of it to everyone within the content curation, creation and distribution workflow. It also means sharing it with everyone else that could have a hand in reaching your audience, whether through emails or face-to-face.

We firmly believe in the power of knowing who you are and who you want to reach, and we can help shed some light on that process for you. We offer tailored content marketing strategies and implementation for all types of businesses. Request a consultation today!

What Is Content Marketing & Why Should A Business Owner Care?

What Is Content Marketing & Why Should A Business Owner Care?

What Is Content Marketing & Why Should A Business Owner Care?

So, as a business owner you’re probably wondering what this new-fangled content marketing is, and why you should care, right? Well, content marketing is the new boss hog of marketing, and it matters to you a whole lot more than you might think.

Content marketing is the practice of sharing valuable information with a specific audience in a clear and relevant way that evokes emotions and inspires action.

In other words, the art of content marketing is your new best friend and should be at the top of your list for development and implementation into your current business structure.

The History of Content Marketing

Content marketing has been around for hundreds of years in practice, but in theory, it is a relative newcomer to the marketing family. By providing relevant, useful and consumable information to a very specific audience just about anything can be considered content marketing.

For example, cave drawings from the prehistoric era are content marketing. They shared very specific sets of information with very specific audiences of people.

Such as:

  • How to build a fire.
  • Where to find shelter.
  • Stories of great hunts or great warriors.

Another great example could be traditional oral storytelling in Native American culture. These stories were an important part of the culture and helped establish many different ideals within a community. Also, here are some great examples of content marketing throughout history.

The Present Day Applications of Content Marketing

There are no limits to the practical applications of content marketing in the present day. Content is everything from your web copy to the feeling people get after watching a commercial. So, it would make sense that the theory of strategizing your content marketing could go a very long way in making sure that a business is reaching the correct people, in the correct way so as to evoke the desired action.

Some very impactful applications of modern-day content marketing are:

  • SEO & search engine marketing
  • social media marketing
  • email marketing
  • PPC marketing

While these are all very different types of marketing avenues, they all come down to the quality of content driving their conversions.

Some Useful Content Marketing Statistics to Keep in Mind

Recently, the Content Marketing Institute released the 2015 B2B Content Marketing Benchmarks and Research report.

One of the key takeaways from their report is the fact that 70% of all businesses surveyed said that they are creating far more content now than they did last year. So, with that in mind, if you’re creating tons of content, why not do it right?

In the digital arena of today’s world, sharing data has become a natural and nearly involuntary action taken by everyone on the internet. In fact, 27 million pieces of content are shared every single day, according to a Nielsen report in 2013 (AOL/Nielsen, 2013).

When we think of sharing data, the mind always leans towards social media. Which makes sense, but that isn’t where all of the data sharing happens. Another great stat to think about is the fact that content marketing beat out social media engagement as the top digital priority for both B2B and B2C businesses in 2013.  (Econsultancy/Adobe, January 2013)

(Stats snagged from here.)

How Does the Future Look for Content Marketing

Although content marketing is still in its infancy, there doesn’t seem to be an end in sight. The future of content marketing is blinding. Seriously, it’s kind of like staring at the sun.

Because the concept of content marketing is both simple and common sense, we feel like it will overtake any other marketing styles and should be integrated into every business marketing plan before the end of 2015.

Remind Me Why I Should Care?

As a business owner, content marketing should be a high priority because it allows you to speak directly to the people you want to reach and create the type of connection that you need to succeed.

Who wouldn’t want to have that kind of connection with your audience? Plus, it’s easier than you think to begin and maintain a content marketing campaign for your brand. It all begins with having a documented content marketing strategy, with we can help with! If you’re interested in forging a deep connection with your customers, get in touch with us for a Discovery Consultation.

Give Us A Story, Love…

Facebook Insights - Engagement Stats

The art of storytelling has held a prominent place in our culture for thousands of years. In fact, the storyteller often held a place of high honor in many communities. So it’s no wonder that storytelling has maintained a strong foothold in modern life as we know it.

A story can take on many different forms. From a song on the radio or a painting to a blockbuster movie. No matter what form your story takes, you’ll be sure to have a captive audience as every individual may perceive the same story in a different way or view it in a different light. This is precisely why storytelling is a valuable asset to your branding and marketing strategy.

So, Give Us a Story, Love…

Tell a story. Show us that you’re real, that you have feelings. Show us that you’re human. Be a storyteller and engage your customers like the humans that they are. Being human tends to go over much better than being a cold robot.

Too many brands have traded their true humanity for a little airtime. While trading something valuable for something even more valuable tends to make a great story it doesn’t always make for great branding.

Whether you’re a small business with five employees or a large national corporation, the art of storytelling is a valuable addition to your brand.

 

Creating Community through Content

I’m sure you’ve all heard that content is king, and it kinda is. Well, rather the context of said content currently reigns supreme.

(This article goes for each and every presence on the internet, whether it be your company website, Facebook or your blog. Cover your bases everywhere you have carved out a corner.)

Writing for the web is no longer about how many keywords you can jam into a 100 word paragraph. It’s about how you can speak to your readers on a truly personal level. Instead of pushing your brand or your product on your visitors until they collapse, try giving them something that they want.

Try…

  • Sharing your experiences with them.
  • Ask them what they think or want..
  • Invite them to participate in something that you have going on.
  • Play fun games with them.
  • Treating them like people and not profit.

People love feeling like they’re a part of something, hence creating a community.

Your Community Isn’t About You

It isn’t, so don’t make it all about you. Giving back to your community isn’t just about charities and volunteer work, it’s about putting a part of yourself into what you’re doing. Hell, give it your all if you’re feeling frisky. Just don’t half-ass it, you’ll regret it in the end.

Make your visitors feel included. As I mentioned above, they like feeling like they’re part of something. Don’t alienate them with pushy advertising or snarky customer service. Give them what they crave.

Oh, and did I mention that acting like a human being is a hell of a lot easier than trying to be a fake company figurehead? Truely. It’s always easier to be yourself than someone else.

Your brand is all about people. Show them that and you’ll create a strong community that will be your biggest supporters for free.