CONTENT MARKETING VS TRADITIONAL MARKETING?
We get the question all the time here at Paramount: What is content marketing and how is it different than traditional marketing? Well this guide is intended to help answer those questions. We often say that traditional marketing talks AT people, content marketing talks WITH them. At its core, content marketing is all about creating content that helps people. By developing content, you’re helping your customers understand your business or your products. Rather than “renting” space on a billboard, or radio spot via traditional advertising, you depend on the online footprint that you own to inform, educate, and entertain your audience.
IT’S NOT ABOUT YOU
Talking about yourself too is considered self-focused and rude. In contrast to traditional marketing, where it’s all about you, content marketing is all about your audience. What content can you create that will help them answer questions? What customers really want and need today is information that speaks to their needs, their problems, and their current challenges. With your content marketing strategy, give them what they’re looking for.
PICK A COMMON QUESTION, HOT TOPIC, OR RELEVANT ISSUE
Content marketing can be highly topical and should attempt to ignite conversations on social media platforms. Your content can also be more functional, addressing the common needs of your audience. The goal is to keep your content marketing relevant by highlighting the issues that really matter to your customers. Write about these issues specifically. Explain them. Unpack all the details for your potential customers. Let them see, hear, and experience how you explain complex challenges. Getting content of this kind out there helps potential customers know the “why” behind your business and start to form a relationship with you.
Real World Example: In the building materials industry, “what are the most energy efficient building materials?” is a question that has generated millions of dollars in sales because Fox Brothers Company decided to answer that question in a blog post. That blog post continues to pay off today.
Don’t forget that it is the goal of a search engine to find the most relevant possible result for EVERY possible query. These days, it’s extremely common for internet searchers to use full questions in search engines as their query. This means, if you’re actually ANSWERING questions, your content WILL show up on search engines.
BACK IT UP
Many people believe things because they read it on the Internet. But that doesn’t mean you should be that company that uses data and doesn’t source it. Add credibility to your content by sourcing your stats. This makes your content – and you – more credible.
TAP INTO SATISFACTION
A picture is worth a thousand words… so is a satisfied customer. Make sure you are encouraging your best customers tell their stories about experience with your company. Use photos, quotes, and their narratives to support your products and services. When people are making buying decisions, they want to know why others have made theirs. Reviewing online has become the modern day word-of-mouth.
Article titles on the Internet leave much to be considered. Along with SEO potential, as well as industry relevancy and varied platform presentation; You’ve got to get the user’s attention with a captivating headline. Proper titling is one of the most important aspects to content marketing. You want to not only capture their attention, but keep it. With our attention spans shortening every day, keeping your audience’s attention long enough to show your value can be even more challenging. If you have a long article, break it up with images, videos, bullets, and subheadings. Otherwise, it will look like a research project and you’ll lose your reader.
This is just Part I to the Content Marketing Jumpstart Guide. Check out Parts II, III, and IV for the complete guide (Coming Soon!) For any questions, or to talk with one of our experts, just reach out to us!