Content Marketing That Runs Like a Deere
Content Marketing is not new. Farm supply company John Deere established their foundation through content marketing. In 1895, it launched a magazine called, The Furrow full of articles to teach farmers how to be more productive in growing their crops. Farmers loved the magazine and it established John Deere as a helpful, and effective leader in farming supplies and equipment, a position the company still holds today, over a century later.
Content Marketing Bonds Your Customers to You
While Content Marketing is a perfect marriage with the social media world, it’s been going on for more than a century. Content Marketing is the art of attracting and pleasing customers by creating and sharing useful and interesting content.
Content strategy works through search engine rank directly but also through referrals, mentions, and links (which feeds back into search).
Here are three important reasons why:
- Content is what the web is about – it’s what people look for, why they search and why they stay.
- Content strategy is a key part of an SEO plan today. It’s not enough just to do on-page optimization, the search engines want you to publish, share, and generate content.
- Content marketing has been found to pay back as much as three times as much as other forms of marketing.
It’s the central player in all campaigns. Thoughtfully planned and executed, it ties together social media, SEO, and advertising efforts.
Storytelling Instead of Advertising
What is it your customers are trying to DO? Focusing on that makes your customers the hero of the story. Here’s how YOU can overcome YOUR obstacle.
Great data-driven stories start with great questions — specifically, questions that are relevant to your audience and customers, such as what are their nagging questions, or what are their greatest business challenges? If the questions you come up with have quantifiable dimension, chances are they will make for a good data-driven story.
Aligning Social Media and Content Marketing Strategies
While social media is a channel (or channels), it requires a content strategy to be effective. Many companies discover this as soon as they enter the social media world and are not sure what to say.
A strong content strategy includes a plan to develop content that:
- Satisfies users needs in important or even surprising ways
- Reinforces product or company brand strengths and market leadership
- Attracts search engines and SEO support through links and likes
- Encourages sharing and social media chatter
While most major brands have social media marketers, only a handful have ‘Content Strategists’ today. I predict this will change over the next few years as companies look not just for communication and listening tools but also for a plan for how to produce strong content that ads real power to their marketing.
Read more about what I can do to bring you more customers on one of these links below, or just contact me here.
Want more information on using content to (cost-effectively) drive sales? See this great analysis of Content Marketing tactics and strategies for 2013.