In our last post on content marketing, we provided a brief overview of what content marketing is, as well as five suggestions for getting started with content marketing. While that article was written from an investor relations perspective, the cost-effective benefits of content marketing hold true when trying to build a following with other audiences as well, including customers, suppliers, business partners, and other stakeholders.
Content marketing is a rather broad term that underscores a powerful approach to promote a business online. While sometimes easier said than done, content marketing involves creating compelling content and then sharing that content in a relevant, cost-efficient way to connect with highly-target audiences.
So what are the benefits of using content marketing for your business?
In a nutshell, content marketing can drive awareness and engagement among targeted audiences, as well as website page rankings, sales and your bottom line. Benefits include:
Since businesses of all types can enhance their brand image and overall marketing efforts by producing and sharing quality content, it should come as no surprise that companies are spending increasing levels of time and money on content marketing.
Five tips for getting started
Again, in our last post we provided a few suggestions for getting started with content marketing. Here are five more suggestions for incorporating content marketing into your marketing efforts:
While content marketing can be a very cost-effective alternative to advertising and other forms of marketing communications and promotions, it is only effective if it is done well. Don’t be cheap. You’re going to have to spend some money if you want to use content marketing as another way to build brand awareness, connect with prospects, and ultimately grow your business. This may mean reallocating some of your marketing spend or internal resources, or engaging external help as needed (shameless plug).
It is extremely difficult for micro- and small-cap issuers to:
(a) Gain traditional media coverage
(b) Gain sell-side research coverage
(c) Gain a profile with institutional investors
(d) All of the above
So what are smaller public companies to do? How can they best allocate their investor relations resources? One of the most cost-effective (yet often over-looked) options is to focus on content marketing. Compared to the time, money and effort used to book and attend meetings with brokers, fund managers and analysts as well as travelling to attend conferences (if you’re lucky enough to be invited), content marketing can be used to get exponentially more eyeballs from targeted audiences to learn about and follow your company’s story.
So, what exactly is content marketing?
Well-executed content marketing is strategic marketing focused on creating valuable and compelling content and then distributing that content to grow awareness and drive engagement among targeted audiences. In addition to valuable and compelling content, companies need to build channels specific to their company (and/or leveraging channels specific to their industry) and attract targeted audiences. We’ll cover building channels and attracting your targeted audiences in later posts.
Valuable, compelling content is King!
Content marketing can have a positive effect on your bottom line, but if it's not done well, you're wasting your time. Most of the time, you only get one chance to win over your audience. You must make sure the content you are sharing is both valuable and compelling.
Here are five suggestions for getting started with content marketing:
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