Content Marketing Is The New Black
How The World of Digital
Marketing is Evolving
by Kitt McCurdy
Whether we like it or not, we live in a world of trends and constant change. From the latest workout studio de jour like SOULCYCLE to the resurgence of those annoying 80’s mom jeans to the latest app that Millennials are using to snap their way through life. Trying to keep up on everything can be overwhelming - especially in the digital world. With all of the different devices and moving parts, how as digital marketers are we supposed to keep up on everything - and how much do we actually know about what’s really going on? The good news is that just like most trends, there’s one that stands out like mom jeans in the digital world, too. Several years ago, social media was all the rage. As channels and consumer behaviors have evolved, strategies and methods for marketers to properly connect to those consumers have had to evolve as well. Whether you’re a one person “solopreneur”, a small startup or part of a large enterprise marketing team, this simple overview is intended to provide the insights and information you need to understand the latest digital marketing trend of content marketing and why it’s important.
What is content marketing?
According to the Content Marketing Institute, content marketing is “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”. In other words, it’s no longer enough to slap banner ads on websites hoping to capture the attention of users. Consumers often make purchasing decisions based on emotion - which is why storytelling through content has become more important in the buyer’s journey than it was in the past. Nor is it enough to rely solely on traditional advertising methods like TV and radio, which can be costly with little traceable return. Content marketing serves the users by providing them with information - often for free - that can help them better understand a product or service. Conversely, it can greatly benefit the business by driving awareness of the brand and establishing thought leadership amongst executives, analysts and experts. This can lead to new business or better yet - conversions in the marketing funnel to drive sales. Content marketing also ties directly into thought leadership - establishment of a brand or person as subject matter experts. In order to establish oneself or brand as an expert and influencer on a given topic; an understanding of content marketing is also required.
What kind of content should I create / market?
According to recent data, 90% of content currently existing on the Internet today was created over the past 2 years. That’s a lot of content! It also means that it’s in your best interest to be smart about how you approach your content marketing strategy. Begin with the nature of your business and your business goals - are you an online retailer looking to drive sales and conversions? Or are you a specialized consulting firm offering professional services that wants more business for tax season? The type of content you choose to create should map directly to your goals and be... CONTINUE READING
- Webinars I
- Online Guides & eBooks
- Post Graphics
- Blog posts
- Social media posts
- Articles & Press/PR
- Marketing Technology
"All We Have To Decide Is What To Do With The Time That Is Given Us."
JR. R. Tolkein
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Online talent platforms like Freelancer, TaskRabbit and Angie’s List and even companies like LinkedIn are assisting employers and employees to connect with each other faster and more efficiently than ever before. These companies are helping enable the unemployed to get back into the workforce. On Demand work platforms use technology to connect employers with workers instantly and efficiently. According to the McKinsey Global Institute, the increase in numbers of these online talent platforms could add $2.7 trillion to the global economy by 2025. Countries where unemployment and part-time workers combined are between 30% and 40% allow these platforms to really thrive. CONTINUE READING
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