It’s important for businesses to produce relevant digital content in today’s marketplace where almost everyone uses the Internet to research services and products. This opportunity is the foundation of Content Marketing. The idea is to create relevant digital content that meets the information needs of individuals and especially target customers. Fulfilling this need is a positive step in building trust with current and new customers, clients and patients.
With Content Marketing strategies and tools, a business owner can create information that benefits their target customers. The added value for the business owner is the consistent output of relevant content enhances their credibility. That strengthens current relationships and justifies new relationships and future referrals.
What kind of information? It’s mostly digital content in the form of articles, videos and posted reviews that helps someone better understand a product, service, topic, or issue in the context of what your business does and how your services and products meet various needs. The appeal of the content can be direct or indirect.
Direct Appeal – This is content that presents explicit information about your services or products. This form of content answers the questions: what do you do and how does it benefit me? For example, I’m looking for a medical practice that can meet the various needs of my family. Most websites post sufficient information, but how do people find your website? Content Marketing strategies will help drive traffic to your website through social media and other channels.
Indirect Appeal – This is content that addresses an underlying issue or need which raises awareness of your business capabilities to meet the need. An example could be a blog or micro-website focused on healthy living or a particular medical condition sponsored by your business. Trusting the blogger and the contents of the various postings enhances your credibility and attracts new customers and clients. The added benefit is your business obtains constant feedback that can enhance future planning and product development.
This is not an either-or decision. Developing a Content Marketing strategy that uses both direct and indirect appeals is the best approach for reaching new customers.
What are the available tools? Content Marketing includes anything that can help someone answer their questions and obtain the information they seek. That includes your website (regular updates is key), social media sites (each channel has strengths and limitations), sponsored and independent blog postings, video postings, micro-websites, digital media releases, strategically placed articles, online surveys, podcasts, webinars, and written reviews through Google+ and other services. All of this content enhances Search Engine Optimization (SEO) about your business brand.
Other keys to effective Content Marketing include consistency, ongoing research and the evaluation of results. The best marketing plan is adaptive to the ever changing marketplace. It’s a combination of doing the mundane basics well with occasional creative ideas in the form of new programs, projects and campaigns that are in sync with your budget.
Triple 3 Marketing works with select clients on a minimum one-year contract. This provides us an opportunity to become well informed about you, your priorities, your business culture, and your vision for short and long term success. We employ Content Marketing strategies and tools that fit your budget and sensibilities. Our knowledge, experience and attention to detail will help your business grow.