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The term content marketing has become muzzy in recent years. But what really is it?

"Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date." - David Beebe

Likewise, as a brand, if all you do is talk about how great you are and provide no value to the consumer, they won’t engage. Brands need to understand that it’s no longer a one way world where you get to tell the consumers all about yourself and they have to listen. Thanks to technology, consumers are now in control - and they choose when, where, and how they interact with brand

Successful content marketing is serious and requires a lot of work, just like dating. We’ve all heard clichés like, "the good things in life never come easy," or "good things come to those who wait." You’re probably managing some form of content whether it’s a blog or a white paper.

Stages to create engaging contents for your clients:

  • Attract: Create content designed to build brand awareness and drive web traffic.
  • Charm: Create high-value, in-depth content designed to build trust and strengthen the relationship between the vendor and the buyer.
  • Convert: You’ve nurtured your audience, now it’s time to let them know why your business is right for them.
  • Retain: Once you’ve sealed the deal and made a conversation, you need to keep their interest with amazing content (freebies, gifts and offers)

It's all about adding value to a company and enriching the user experience. Reports suggest 70% of B2B marketers plan to create more content in 2017 compared to 2016, so the momentum is very much pointed in favour of content marketing.

The methods you incorporate into your content marketing strategy will rely on your chosen technologies but also the methods you use when selecting and implementing them.

Your strategy should consider the following areas:

  • SEO (Search Engine Optimisation)
  • SEM (Search Engine Marketing)
  • Email Marketing
  • Backlinks and Interlinks
  • Page Views
  • Social Media Shareability

Your target audience won’t buy the hard sell. Emotional connections between the brand and the audience are essential for leads and sales. Tweaking your social media presence with a purpose is the key to effectively distributing your content and increasing the reach of your brand messaging

Content marketing may be a long-term strategy, but the sooner you start investing in it, the sooner you'll start seeing the benefits--and conversely, the longer you wait to get started, the longer it will take. If you currently have no content strategy whatsoever, it'stime to establish one. Whether it serves your bottom line independently or as a backbone for your other inbound marketing strategies, you'll be glad you did.

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