Content marketing is expected to become a $300 billion industry by 2019 – but have you ever tried to explain it to someone? Try this.
Definition of Content Marketing
A marketing technique that involves creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience. This should also be the #1 goal of any website and social media efforts. (Goal 2 of a company website should be to attract the right talent to an organization and reinforce culture).
Attracting High-end Leads
High-net B2B customers will search for and take the time to read your content (if high-quality) on your website and all of your channels. Over time it’s essential to “optimize” your content marketing to fine tune the lead generation you want. This involves ongoing data, tracking, analytics, landing pages, and measurement. This part of content marketing is called, “conversion rate optimization.” The result: trust, loyalty…..and a steady flow of customers.
About SEO, Content Writing
Overall, content is most effective when it has true value and solves problems for your target audience. This means getting the right content (or message) to the right people at the right time. Unlike traditional television, print, or radio advertising where information is intrusive and disruptive, users online are searching for specific information when they enter their keywords into a search engine. There is the intent to find something specific, and this is an opportunity on which to capitalize. That said, the present and future of SEO is about user engagement, authority, quality content – not search volume. Quality editorial content, published regularly, attracts qualified visitors to your site which enables year-round retargeting. Get in touch if you need a deeper explanation about retargeting and converting website visitors into customers.
These Content Marketing Resources Help Too
“47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.” (Demand Gen)
“80% of business decision-makers prefer to get company information in article form rather than as an advertisement.” (Roper Public Affairs)
By Jed Wexler, CEO of 818 Agency: a creative B2B content marketing agency based in NYC, with an office in Los Angeles.