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Content Marketing 101: The What, Why and How of Using Content to Generate Leads

October 26th, 2012 ::

Content marketingContent marketing has become quite the trend this year. If you’re not familiar with the term, it refers to creating digital and print marketing pieces specifically to market your business to your customers.

The benefits of content marketing include:

  • Creating trust
  • Building thought leadership and expertise
  • Building and solidifing relationships
  • Improving search results
  • Increasing Web traffic and leads

There are many pieces of content you can create, repurpose and share via social media and on your website. In my opinion, the top 7 by popularity and effectiveness (but in no particular order) are:

1. Articles

Seek out opportunities to write for trade or general interest publications, both digital and print, on your area of expertise.  Reach out to editors and propose topics that would be of interest to their readers.

2. Blog posts

Writing blog posts for your company’s own blog is great for search results – search engines reward websites that are frequently updated with new content. You can also seek out opportunities to guest blog for a partner company’s blog or an industry blog.

3. Case studies

Turn your projects into stories that explain a client’s challenge, your solution and the results. Case studies need not be long and technical – 3 paragraphs of 2-3 sentences each should suffice.

4. Enewsletters

A short, monthly newsletter is a great way to not only stay top-of-mind with your audience of potential, current and past customers, but also share your expertise and industry news.

5. Ebooks

Repurpose content from articles, blog posts, case studies, and presentations by creating an ebook in which you share tips, tricks and how-to’s.

6. Presentations and Webinars

If you hold or participate in events like seminars, workshops or webinars, consider your presentation part of your content marketing strategy, either by repurposing it whole or in parts.

7. Videos

Marketing videos can be entertaining, educational or a hybrid of both.  When done well, a video will not only engage your audience, but also drive leads to your website.

What kind of content marketing has worked well for you? What would you like to try if time and money were no option?

Image courtesy of adrants.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Marketing | 1 Comment »

  • ebrima sambou

    thanks for accepting