The internet, mobile devices and social media have turned the marketing word upside down. Content marketing is a strategic approach to digital marketing that puts value first. Content marketing is different from paid advertising because it has an appreciating value and compounding return on your investment. Our agency Double Top helps companies develop content marketing campaigns that deliver qualified inbound leads, educate your target market and buyers, and positions your organization as a credible authority.
Why Content Marketing?
The emergence of the the smart phone and proliferation of the internet empowers consumers across the globe with more information and choices about how and where to spend their hard earned money.
But consumers aren’t the only buyers who are more empowered than ever. Business buyers, procurement departments, and small business owners are also connected to a hodgepodge of data, insights, reviews, and opportunities for connecting with brands, service providers, and vendors. Because of the information readily available in the marketplace, and increased competition, buyers now have the ability to pit vendors, products, and service providers against each other and negotiate favorable terms.
The scales have tipped and content marketing is the best way to take advantage of this global opportunity. Content marketing can help B2B and B2C companies enter the buyer’s journey early on and at the final stages of the decision making process. By providing compelling content that helps potential customers accomplish their goals you can scale demand generation programs, optimize the customer lifecycle, increase retention, and better position your brand in the eyes of potential customers.
What Are Some Common Use Cases for Content Marketing?
Content marketing isn’t for everyone. It’s important that your business model aligns well with the common attributes of a content marketing campaign—primarily that you sell products and services with a sufficient price point, margin, and customer lifetime value to accommodate the cost and ramp time of a content marketing or inbound marketing campaign. Here’s some use cases for content marketing that we’ve seen success with:
Venture Backed Startups Looking for Traction—If your startup has product-market-fit and is trying to scale a customer acquisition program content marketing may be good for you. It’s essential that you have a clear idea of who your target customers are and how they purchase products or services like yours. If you are pre-product-market-fit content marketing may be more risky, though it could help you learn more about your market and get you closer to product market fit.
B2B Demand Generation—Businesses that sell products or services to other business are ideal candidates for scalable content marketing campaigns. By publishing useful content for your audience at various stages of the buyer journey you can establish yourself as the go-to-source of ideas, information, education, and authority in your marketplace. Content marketing can act as your “always-on” salesmen, constantly nurturing relationships and educating prospects at every stage of the funnel.
B2C Demand Generation—If you sell complex products and services, or operate a more traditional local service business content marketing can help you improve your search engine rankings, develop a pipeline of leads, and learn about your target audience (as they learn about you). Content works well for B2C demand gen when complimented by paid advertising and social media spend.
Personal Brands—Personal brands are uniquely positioned to utilize content marketing campaigns to develop thought leadership, build an email list, or develop an audience through other marketing channels like social media. Since audience and brand development are the highest goal of personal brands, content marketing that’s distributed through a variety of channels is commonly the most effective form of marketing for personal brands.
Small Businesses—Small businesses on tight budgets can benefit from a more tailored, scaled down version of content marketing. While many content marketing campaigns can exceed $10,000 in monthly costs, small businesess can implement simpler, more streamlined campaigns (*depending on the market conditions and competitive landscape—let’s talk). We have special plans for small businesses that allow them to quickly ramp up content marketing campaigns and own the search engine results for the terms that provide value to their prospects and their business.
eCommerce—Content marketing is a frequently overlooked aspect of eCommerce marketing. eCommerce businesses traditionally rely on some form of brand marketing, direct marketing, and customer acquisition strategies (paid marketing, PPC, paid social, SEO, etc). Strategic content marketing can reinforce existing campaigns, decrease bounce rates, build audiences, and develop brands better than traditional direct marketing approaches.