Content marketing is a powerful promotional strategy for businesses of all sizes and industries. Unlike traditional marketing, which is self-promotional, content marketing attracts, engages and retains prospects and customers through the consistent distribution of valuable, relevant and compelling content.

Benefits of content marketing

Content marketing is effective, practical and useful for companies that want to expand their marketing outreach. Here are some of its key benefits:

• Makes more website content available for prospects to explore
• Increases traffic to your website
• Generates higher visibility in search engines
• Enhances brand awareness with target audiences
• Supports thought leadership in your marketplace
• Improves lead generation.

The best news? Content marketing is one of the most cost-effective promotional techniques a company can use, according to the Content Marketing Institute.

What content is best?

No single type of content appeals to every prospect and customer. Therefore, it’s important to vary your content. Here are some of the essential components of any content marketing strategy:

1. Bylined articles. Bylined articles published in relevant trade magazines have a unique ability to deliver important information to a highly targeted audience. By nature, trade publications are a certified and trusted source of information. Their content is written by credible and respected thought leaders. Articles are shared regularly within organizations and via social media, further expanding readership and impact. Additionally, articles are excellent tools in an outbound marketing strategy and have a remarkable ROI.
2. White papers. White papers are an indispensable resource in a marketer’s toolkit. In fact, B2B companies rank white papers as one of the most effective forms of marketing content, ranking just slightly behind product brochures. White papers can generate sales leads, demonstrate thought leadership, build brand image, drive website traffic and shorten the sales cycle. To get the most benefit, be sure white papers are gated on your website to take advantage of the opportunity to collect lead information.
3. Case studies. Case studies are valuable tools that educate and persuade savvy B2B buyers to buy your products or services. They are perceived as having more credibility than other sales or marketing tactics and demonstrate success through real-world examples. Case studies combine storytelling with information and deliver an in-depth look at what it’s like to work with your company. Case studies can be posted on your website, but also make excellent tools for sales teams who are talking with prospects.
4. Blogs. Blogging is an essential component of any content marketing program. Blogs improve SEO, drive organic traffic to your website and are an effective way to demonstrate thought leadership through short-form content. Be sure to blog consistently about the topics that are top-of-mind for prospects and customers.
5. Social media posts. Social media platforms like Twitter, LinkedIn and Instagram can help business reach new audiences and nurture relationships with prospects and customers. Depending on the type of posts generated, social media can help new leads discover your products and services, alert customers to sales and promotions, and provide target audiences with relevant and compelling information. Be sure to mix promotional and informational content across various channels.

An integrated approach

It’s important to utilize a mix of content formats that addresses prospects and customers in various ways and at different stages of the sales cycle. The types of content that generate the best results for your organization depend on a number of factors. These include the nature of your business, demographics of your target audience, organizational goals and available resources. Like with any strategy, content marketing takes time, skill and persistence. When done correctly, content marketing can be a powerful inbound tactic that transforms the way you reach and engage prospects and customers. To learn more about how to leverage the power of content in your marketing strategy, contact Trade Press Services today.