Strategic Content Marketing Leads to Big Business Wins
Phoenix, Ariz. (PRWEB) March 28, 2014 -- “Content is king.” Every business professional or entrepreneur worth his salt is familiar with this phrase and how prevalent it is on websites and in books about marketing. But where businesses tend to struggle is in determining what kind of content, who their target customers are, and how to reach them. That is where a strategic, integrated campaign can pay off huge dividends and help businesses to reach — and even exceed — their goals.
Today’s content needs to be written for two audiences: human beings and computers. Much of our content these days lives online, and with so many Americans reading information on their smartphones, it is imperative that companies make their messages pointed and timely. “Search engines are getting smarter,” says Amanda Collins, chief of staff at The Grammar Doctors and content-marketing specialist. “No longer can you just load your Web pages with key phrases; now, businesses need to write engaging, educational content that provides a context that both search engines and human eyes can understand.” And it must be to the point, stresses Collins. Busy consumers want their information in Twitter-sized nuggets, so businesses have to be smarter in how they’re conveying their messages.
A solid content marketing strategy includes multiple platforms to reach customers. “Social media alone is not a strategy,” warns Collins. “Businesses that expect to build a business solely on Facebook are going to be facing a long haul. Their best bet is to integrate marketing across a variety of outlets, incorporating blogs, websites, direct marketing, and public relations to develop a cohesive strategy.” For smaller companies with less than 10 employees, such a feat may seem too much, but the investment is well worth the return, stresses Collins. “Companies that are clever in their content marketing and use their blogs on their websites, social media, and newsletters get more bang for their buck.” Essentially, similar content can be used in more than one location to reach target customers where they are.
The first step that companies must take to have effective results, shares Collins, is to determine their target market. “Too often, I hear small-business owners say they can help ‘anybody.’ But they’re better served by being more specific and identifying one or two target markets. That way, they can design and implement strategies that reach those people where and when they’ll be most receptive.” For instance, if a company’s target market is other companies, Facebook may not be the best place to put a lot of energy since that social media platform is best for business-to-consumer activities.
After a target market has been identified, Collins suggests that businesses develop a comprehensive editorial calendar that includes all upcoming events, along with milestones or goals. “Once companies have their year planned out, they can build content to support it. It’s much more effective to have a strategy rather than throwing proverbial noodles at the wall to see what will stick.” However, for those companies just starting out, trying new things is often a good idea. Collins cautions, “When trying new marketing ideas, put a timeline on it. No one wants to spend endless hours and dollars on something that is ineffective. Try it for a few months; if it doesn’t work, stop and do something else.”
About The Grammar Doctors
The Grammar Doctors is a content marketing firm located in Phoenix, Ariz. and working with clients around the globe. They create and implement strategic campaigns that incorporate content across platforms, both online and offline, to help companies reach their goals. To learn more about content marketing or The Grammar Doctors, contact amanda(at)grammardocs(dot)com or 480-518-4462.
Paul Bates, Bates Consulting, +1 (480) 232-6992, [email protected]
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