- Developing and sharing messages that engage
We are in the business of Content Marketing. Content is king. Customers are looking for content that is deep, rich, and relevant. But what is deep and rich to one person is boring and irrelevant to another. That’s why content must also be targeted and optimized.
Content can level the playing field between competitors, no matter what the size difference. Great content gets site visitors involved with the inbound process. And it can be leveraged across multiple new media channels.
Content development and marketing is not an SG&A (Selling, General and Administrative Expense) line on your P&L (Profit and Loss) statement. Content Marketing is CAP EX – a capital expenditure. Content is an asset. It is comparable to buying a new tractor, a building or other piece of capital equipment. It is an investment in something that will generate revenue and profit for your business. Once the content is created, it will be deployed like the tool it is, to work 24x7, promoting your company, generating a dialog with customers, boosting sales. Content marketing:
- Shortens the sales cycle
- Gets prospects and customers thinking
- Adds perceived value to your product or service
- Educates and pre-sells potential customers
- Extends the conversation
- Better informs prospects and customers
Content marketing also involves translation of information into a variety of formats: white papers, seminars, webinars, conference presentations and more. This allows wide distribution of your content, ranging from a trade show panel to a guerilla marketing campaign. Businesses that do not invest in content will limp forward, stepping on their own toes and will never have their eyes focused on the bigger target.
You have a brilliant service. Build a better mousetrap, and they’ll beat a path to your door, right? So why do you need content marketing? The reality is, it takes six to nine months, often longer to turn prospects into customers via traditional channels. Great effort will be expended over that time trying to get these prospects to understand: a) what you do; b) how they can use what you offer; c) where they can you use; and d), the value of your service in terms of customer retention, customer acquisition, improved customer service, and most importantly cost savings.