Content marketing might be a term you’ve heard tossed about lately, yet still may not know exactly what it means for your small business. Simply put, content marketing is the practice of creating, collecting, and making available fresh content for one’s readers. This may come in many forms, including blog posts, articles, whitepapers, short reports, videos, podcasts, ebooks, social media and more. We live in an age that treasures information, and the more you are able to offer your readers with the greater authority you will carry in their eyes, which can often produce better rankings, increased traffic, links, and sales.
Content marketing is getting ever more popular!
According to BusinessBolts.com, 74 percent of businesses expect to do more content marketing in 2013. A mere 4 percent are choosing not to. These companies have discovered several of content marketing’s distinct advantages, some of which are cost-effectiveness, nearly instant results, and near complete control over the process. An article or blog post can be written, for example, and then posted not only on your own site, but also mentioned in your social networks, repurposed into a video or audio (or both!) and otherwise disseminated across the internet. This can multiply your reach significantly, and your entire content marketing campaign can bear fruit before you know it.
Want an example of how content marketing made a difference?
The New York Times recently profiled a Northern Virginia company, River Pools and Spas, that had watched as their sales tanked due to the housing recession of 2008. Orders shrank from six per month ($50,000 a pop) to less than two. What had been a $250,000 yearly spend on radio, TV and pay per click advertising, was now impossible. Instead, owner Marcus Sheridan set out on an ambitious content marketing campaign consisting of blog posts and videos, and within a short time had not only recovered but exceeded pre-recession levels. In fact, Sheridan attributes nearly $2 million in sales to a SINGLE article he wrote on how much a fiberglass pool should cost!
Content marketing can and should be a major part of your online marketing strategy for 2013. The good news is that it’s all within your control!