At Strategic Communications, we are big advocates of content marketing. It’s crucial to offer something of value to your potential customers rather than simply advertising to them. Blogs and whitepapers can be great vehicles for this type of marketing, but there are many, many forms of content marketing, and some might not seem to fit that label at first glance.
In an article for Forbes, John Rampton defines content marketing as, “using various forms of (mostly) digital content to educate and entertain an audience in order to increase awareness about the author, the brand and company the author is associated with, and to build a sense of authority for that brand within an industry.”
So, while blogs and whitepapers obviously fit this definition, there are a number of additional forms of content that can as well, if we think more broadly and, especially, if we think in terms of the overall process of moving a customer from a prospect to a sale.
Digital Marketer discusses how different types of content marketing can contribute to different levels of the sales funnel and writes that companies can use different types of free content “to incentivize prospects to submit their contact information and opt to receive future marketing.” They refer to this type of content as a “lead magnet,” and it can include things like software downloads, quizzes and surveys or webinars and events. Similarly, Digital Marketer notes that there is content that can be specifically tailored towards securing a sale or helping a potential customer make a decision, such as company comparisons, customer stories and demos or free trials.
The idea that there are so many different kinds of content marketing can seem daunting to those that haven’t spent much time marketing. Even keeping up a steady stream of blogs and other social media content can seem challenging. But, like anything else, consistently producing content for a wide range of channels can be accomplished by creating a game plan and a roadmap—and thinking strategically. Think about the kind of content you need for different purposes, based on your marketing goals and objectives, and what channels you need to deliver that content. Create a schedule and then start generating and distributing!
Need help? Get in touch.
Stay up-to-date on the latest traditional and digital marketing trends and insights for communication leaders: subscribe to our monthly e-newsletter.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We are adept at evaluating and analyzing communication efforts and working with clients to plan, create and publish high-quality, unique content, through both on- and offline media to achieve desired results. Our background in business journalism, marketing, PR/media relations and online communications makes us well-positioned to serve the needs of 21st-century marketers.
We serve clients who are looking for help creating content for a wide array of channels—from social media posts to full-length manuscripts, and everything in between. We focus primarily on service-related B2B topics and work with a number of independent consultants interested in building their thought leadership through online channels. For ongoing content management, our first step is to fully understand your goals, objectives and competitive landscape.
Then we’ll conduct a thorough analysis and assessment of your digital presence, compared to competitors, and recommend a communication strategy to achieve your goals. But, we also regularly take on individual projects – white papers, blog posts, contributed articles, etc. If you’re interested in learning more, let us know!
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Recommended Reading
21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure
