by Randall CraigFiled in: Blog, Communication, Content, Make It Happen TipsheetTagged as: Content Marketing, Inbound Marketing, Marketing Automation
Yes, most marketers have “discovered” content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and then beat a path to your doorstep.
The benefits of investing in content are legion: an easier education and sales process, better quality leads, better conversion rates, reduced cost of sales, and a group of engaged ambassadors who willingly spread your good word throughout their networks. So with so many benefits, an organization would have to be foolish not to invest in content, and invest in it significantly. So they do.
Unfortunately, many of these benefits are never delivered – and the reason is clear: Content in and of itself has zero value. Content only has value as a tool to help the target user achieve a goal or solve a problem. To build a viable content marketing program requires three elements: Relevance, Relationships, and Results.
In a certain sense, content marketing is like a magnet. When done well it serves to attract, but when done poorly – by not following these three R’s – content yields the exact opposite effect. It diminishes the brand.
So is content dead? Dead content is dead, but relevant content that builds relationships and delivers results is alive and well.
Look back at all of the content that you have produced over the last year, whether it be newsletters, blog posts, whitepapers, or video, and evaluate it against these criteria: How did each piece grade for relevance? For building relationships? And most importantly, for results.
Marketing Insight: As more and more organizations flood the market with their content, the value of content will be driven lower and lower. Quality content, on the other hand, can differentiate your organization, achieve higher Google rankings, and increased social shares. Implication: if you are building content today, it is competing for attention with the better quality content of tomorrow. Build it right the first time and it will have a stronger, and longer, long tail.
Marketing Insight #2: Relevance, Relationships, and Results are just as applicable to email marketing. And to all marketing.
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