Benefit by Adding Content Marketing to your Mix

     
     

Published: April 10, 2017

We already know that content is the fuel that fires an inbound marketing strategy, but does content marketing and inbound work? In other words, will you get more customers? In a word: yes. Not convinced? Allow us to prove it to you.

Traditional Advertising Methods vs. Content

From television commercials and magazine ads to billboards and direct mail, traditional advertising requires a lot of capital upfront with the goal of showcasing your products and services to an audience that is (hopefully) interested. Every few weeks or months, you must update and revamp your ad campaigns with fresh ideas and re-distribute. Even if your ROI was great, it was short-lived as people grew tired of a particular commercial or blind to your billboard. 

Content marketing, on the other hand, is all about a steady and constant rollout of new ideas and fresh information. Over time, your content repertoire and reach will expand until you have a steady stream of incoming leads that all find their way to you rather than you finding them. 

Content marketing also takes advantage of all the newest technologies and engages people when they are ready to think about spending money. Unlike a distracting banner ad or intrusive pop-up, content quietly waits for the consumer to go looking for it. Whether that’s today, tomorrow, or five years from now, that piece of content is ready to serve both you and your customers.

Content as Fuel

Landing pages are designed to convert a visitor into a lead or a lead into a customer--but how do people find your landing pages? Search engine optimization is done to push your pages to the top of a search results page--but how is that accomplished? Establishing a great reputation online is a necessary step in building trust with potential customers--but how do you build a reputation?

The answer to all of these questions is content. Blogs and articles provide search engines with lots of information about who you are, what you do, and why web searchers need to see your pages. They also provide an interesting hook to capture the attention of shoppers who can then be directed to either more information or directly to a landing page. Social media updates, useful videos and podcasts, infographics, and other content dispersed around the web help to get your name out there and provide people with the information they need to choose you.

Content is Efficient

Unlike a traditional advertising campaign that has an end date, most content is “evergreen,” or continually useful. Breaking news and trending stories are also helpful in content marketing, but the bulk of what you create will live on for as long as you need it. Content is also malleable; you can take the same idea and create several marketing assets that are optimized for a variety of channels to get the best possible reach without having to reinvent the wheel.

For example, if you create a blog post that details some common resolutions to problems that homeowners might find with their furnace, you can also create a video that shows how to change an air filter or program a thermostat. You can use the blog as a script for a podcast or create an infographic with a typical maintenance schedule. One idea can go a long way.

Ready to Get Started?

If all of this sounds like a program you can get behind, then let’s get started. Next up: creating your content marketing roadmap.  



Categories: Content Marketing
Tags: Content Marketing, Traditional Advertising


Content marketing builds trust while helping your customers make informed decisions. The result? More leads.

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