Tag Archives: content distribution

Why Content Marketing Makes Good Business Sense

8 April 2015 Theresa Mills 3,727 Comments Content Marketing

From the story on your cereal box giving you the history of a company, to the case study that persuades you to make a major B2B purchase, you are consuming vast quantities of content every day.

Consumers and brands rely heavily on content to make purchasing decisions. Every day, potential customers study websites, reviews, blogs and competitors to decide where they want to spend their money.

Well-researched content provides a reliable source of information that allows consumers to educate themselves and make decisions at their own pace, rejecting the outbound tactics that some brands still use to try and grab their attention.  Consumers no longer want to be disrupted. They want information and advice they can trust and they want it on their terms.

[Tweet “”Don’t interrupt what your buyers want to consume-BE what they want to consume” – HubSpot”]

Considering that 80% of business decision makers prefer to get information in a series of articles versus an advertisement and that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less, businesses who aren’t leveraging content are missing out on a key opportunity to connect with their customers, build trust and generate leads.

There’s no doubt about it – content marketing makes good business sense, but many brands fall victim to myths about the time and money content creation requires.

Creating content doesn’t have to cost a small fortune. Here are 3 ways brands can create content intelligently:

1. Produce larger assets that can be re-purposed over and over again

2. Focus on highly-targeted, customer-centric content that clearly addresses the wants and needs of customers

3. Make distribution a high priority by distributing your content on the channels where your ideal customers are likely to frequent

Content marketing is one of the most cost-effective ways to educate customers about your brand and build the kind of trust that generates leads – and it’s growing more powerful every day. If you want customers to think of you whenever they make a buying decision, produce the kind of memorable content that your customers want and you’re sure to be the first brand that pops into their minds.

For more statistics on why content marketing makes good business sense for your brand, download our free white paper: Inbound Marketing: Let’s Talk Numbers.


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Market Your Content Like Kraft to Improve ROI

23 March 2015 smashdeck 2,553 Comments Content Marketing

Crossing numbers and names off a call list is a thing of the past. Not too long ago sales people used this tactic to prospect new clients. I admit to cold calling, sometimes all day long. Although the skill itself has tremendous value to a young 20-something, I remember thinking there must be a better way.

Fact: If a company isn’t focusing on content it’s already at a disadvantage.

Digital Marketers are now an integral part of the sales cycle. consider that 90% of B2B buyers use search in the research process and look at 12 different suppliers before engaging with a brand.  The more attractive and targeted content a company creates, the better it’s positioned to drive SEO, to be viewed as a thought leader amid competition, and to drive users to its website. Both B2B and B2C. Content can quickly become a self-serving tool when buyers need to make a purchase decision.

Companies that do content well: HubSpot and Kraft

HubSpot is one of the most recognized brands in inbound marketing software for small and enterprise businesses – and they practice what they preach. In 2012, Hubspot created 157 ebooks. I think I downloaded about half. A shining example of inbound in action.

Even traditional companies like Kraft are jumping aboard the inbound bandwagon. Julie Fleischer, the company’s director of data, content and media, says that Kraft is “relentlessly pursuing worthiness.” Kraft is pragmatic, paying only to distribute meaningful content.

Any good writer knows that there’s nothing worse than having your name attached to a piece of garbage. Quality writers and marketers won’t put out anything but the best, which is why companies should only hire quality writers to produce their content.

But writing is only the first step. Distribution is the key to getting an audience to actually find and consume your content. From social, email, community portals to partner websites, there have never been more channels to choose from. But the goal is not just to put your content out on every channel available – it’s to determine which channel makes the most sense for your marketing and determine which one has the highest lead to conversion rate.

The point: It’s never too late to implement digital marketing into any sales process.

Visit our website to see how SmashDeck Marketing can help you dramatically improve your Content Marketing ROI and to schedule a free consultation.

Free Inbound Marketing Assessment

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