Content Marketing

Content Marketing

B2B companies with blogs generate 67% more leads per month on average than non-blogging firms.

At the start of the 20th century, Jell-O’s door-to-door salesman handed out millions of copies of a Jell-O recipe booklet in what is one of the earliest instances of content marketing. By providing useful, relevant and interesting content to homes across the country, these salesmen helped propel Jell-O to its status as an iconic, and highly successful, American brand.

The heart of content marketing hasn’t changed much since those well-dressed men knocked on doors promoting their jiggly dessert with free cookbooks and Jell-O molds. Content marketing still delivers results by providing a receptive audience with educational, entertaining and engaging information they can put to use in their lives today.

Attract the Right Visitors through Content Marketing?

The desired result of any marketing effort is to turn a lead into a customer. Traditional marketing methods intrude upon customers, providing information a company wants the consumer to hear. The focus in this method is on the company.

On the other hand, content marketing works to attract qualified customers because it puts a primary focus on the relationship between you and a customer. Relationships with companies matter to customers in today’s market, particularly after the rise in social media.

Content marketing also attracts leads who already have an interest in what you have to offer them so the potential to convert those leads into sales goes up significantly. Traditional marketing targets everyone. Content marketing targets those who are already looking for what you can provide and are already predisposed to do business with you.

Focus on Your Customer

Content marketing puts the focus on the consumer, providing what the consumer actually needs not just what a company thinks they need. Potential customers find a company as they search for information to fill a need they have. And in this way, you build a relationship with customers and clients built upon interaction rather than intrusion.

Take the Jell-O cookbook for example. A new product had recently hit store shelves but people didn’t know how to use it. The free cookbook featured favorite recipes from celebrities and Jell-O promised to save time and labor. The cookbook filled a consumer need, providing information they wanted and could use.

Information in Many Forms

Content marketing takes on many forms but no matter the form, it must meet one criteria. The content must provide useful information to the customer. Content marketing mediums include:

Blog articles, Videos, Newsletters, Infographics, Social media, whitepapers, webinar to name a few.

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Make the choice to use content marketing and build a new way of reaching out to customers.

You could even write up a modern day cookbook and follow in the steps of Jell-O. But whatever the content, it must provide an answer to the questions customers ask.

Successful companies make different choices and content marketing is a different choice. It’s a choice to focus on the relationships you have with customers. It’s a choice to meet customers’ needs. It’s a choice to engage customers in conversation rather than merely shout at them.

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