June 07, 2013
Webinar - Companies Engage in Content Marketing, but Most are Getting it Wrong
By Tracey E. Schelmetic, TMCnet Contributor
Marketing simply isn’t what it once was, thanks to the Internet. Just about the time most companies decided that putting up a webpage and buying a few banner ads in “obvious” places, we saw the advent of content marketing. Throw in social media, and content marketing becomes even more complex.
Content marketing is a strategy to build and share relevant and customized information that will help you boost your brand, your sales and your customer relationships. Because the value is so great and the stakes are so high, nine out of 10 companies today are engaging in content marketing. Because the complexity is great, far fewer companies are engaging in it successfully.
Today, understanding content marketing relies on master related concepts, such as lead generation, brand awareness and thought leadership. It pivots on how to turn your customers into “brand ambassadors” who will promote your products across social media and in blogs.
Experts say beginning with a plan is the place to start. Companies should ask themselves what they want to achieve with their content marketing strategy. Is it brand awareness? Market domination? Building new channels? Launching new services? It might simply be to drive more traffic to your website.
The next step is to determine what type of content you want to present, and who you’re aiming it towards. If you don’t understand your audience, you won’t be able to craft the right message. Do you want to use video? What tone should you take with your blogs? Finally, it’s a matter of determining where you want to put your information.
Too many companies still fall into the “siloed” approach trap, where their marketing channels aren’t integrated as fully as they need to be. Other companies are presenting the wrong message, or they simply don’t have enough content. Successful companies understand how to work within the constraints of search engines, ensuring their message is informative and not overly commercial (lest you get blacklisted).
On Thursday, June 20, at 2 p.m. EDT (11 a.m. PDT), TMCnet.com and ContentBoost will present a free web event to help companies get a grip on content marketing. Attendees will learn how to effectively utilize content marketing and stop wasting money, while leveraging search engines, blogs, video, social media and other channels to raise awareness and offer a compelling value prospect to customers.
Edited by Alisen Downey