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[Infographic] Content Marketing is the thing to do in 2015.

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Good ol’ content marketing.  So many marketers and marketing media outlets are talking about content marketing, it’s quickly becoming one of those innocuous buzz words that has lost all meaning.  When hasn’t content been a part of marketing? Have you ever been able to effectively market or promote your product and/or company without content? Sometimes I feel as if people are now using marketing and advertising interchangeably, which of course can be a big mistake. Marketing is such a broader term, while advertising is merely one, albeit a critical, component of marketing.  It’s always been about content; this goes back to the earliest days of television and radio. Content marketing is nothing new.

The difference today is that digital, and more specifically social channels have allowed brands to distribute content at an overwhelming rate.  The most important elements of content marketing, however are not that different from marketing in general. They are:

  • Audience – Who are you creating this content for specifically?
  • Value – Will they find it valuable? Is it relevant to their profession, or personal interest? Is it funny?  Is it an important social cause?
  • Channel – How is your audience consuming your content?  How do they prefer to consume content? What kind of content is most engaging to them?

In the B2B sector, content marketing can be used to establish thought leadership, brand awareness and business growth. Blogs, case studies, white papers, infographics, videos, webinars, presentations, and other events are all great ways to connect with your audience.  With 85% of B2B buyers believing that companies should present information via social networks, increasing your social media presence should be a top priority. Over half of B2B marketers also cited producing engaging content as a challenge, which shows a great need for careful consideration of the content you’re putting out.

In a world where people are bombarded with content at every turn, marketers need to be sure that they are reaching the right targets at the right time with the right message. Be sure you know who you want to reach, where you can find them and what motivates them to act, and you can be a content marketing all star!

2015 Content Marketing (lowres)

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