Category: Business

What is content marketing?

Content marketing is the management of content to engage visitors, followers and customers. Any medium which is on a webpage or social network can form the basis of content.

There are lots of examples of such tools and approaches; content may relate to material on social networks such as Facebook; it might be social streaming through iTunes or Spotify; content could be social publishing such as blogs or a personal website; it might be social knowledge such as Wikipedia; content media might include social searches such as Google Product Search; there are other examples such as social bookmarking sites including Reddi

Therefore, content marketing controls text and video, and other tools such as games, apps, vouchers and so on, so that the visitor is engaged in communication and dialogue; this supports our longer-term relationship.

You will need to address a series of topics in readiness for content marketing.

  • Which platform does our target market use to access content? Do they use traditional newspapers or magazines i.e. traditional print media? Do they use social networks such as Facebook? Do they use more than one platform to access content?
  •  How will they participate with the content which they access? Will they play games? Will they post messages? Will they circulate a viral e-mail?
  • Can content be syndicated? Syndicated content can embed material from elsewhere on a webpage or in an app. RSS is an example of syndication.
  • Which medium would be best to communicate with your target group? This often depends on whether the user accesses content via a tablet or laptop using Wi-Fi, or whether they are using mobile devices, accessing using 4G. Obviously the richness or size of downloaded video, images or text will vary depending on local download speeds; also think about target groups in international markets where speed is variable.
  • Finally, what actually engages your target audience? What content will they actually value? Do they want the video? Do they want to download maps? Do they want to pay with their phones or mobile devices? Do they simply need information in text format? Do they want to play games? Do they want to contact friends?

There are plenty of other blogs, lessons and articles on our website to help you extend and develop your content marketing skills for digital marketing.

Advertising for entrepreneurs

Your advertising will direct a message to large numbers of potential customers with one single communication!  A couple of simple things to remember here: firstly, advertising needs to be aimed at specific potential customers from whom you need to make a profit; which leads nicely on to secondly, advertising needs to be cost effective.

It is very easy to get drawn into expensive advertising campaigns which are over complex, and which target individuals who are not likely to buy from you.  Before we consider specific types of advertising Let us look at a quick way of pencilling a plan for your advertising.

Ask yourself, why do I need to advertise?  There are a number of key reasons why you might want to, and you will not always see an immediate increase in sales.

  • You and your company may be trying to create awareness of your product or service.
  • If your product or service is new to the market, then you may be searching for customers to try it out.  So, the purpose of your advertising is to stimulate atrial.
  • If you have been using your personal selling skills, you may have decided that some advertising would generate some useful leads for you.  If you have employed a salesforce, the advertising would support the sales people in the field.  It is useful for lead-generation.
  • As part of a much bigger integrated campaign, your advertising may simply remind, and reinforce customers’ views about your product.  So, if your customers have bought previously, it might reinforce his or her view that the right product is being purchased; if a customer was quite close to purchasing a product, you may have reminded her that she needs to go and buy it.
  • Perhaps the most detailed and comprehensive approach that you may take as a small business, is to undergo some basic branding.  Branding can be very expensive and time consuming, so proceed with caution.  Think about trying to position your product and service in the mind of the consumer.  You might consider endorsement by a local celebrity; you could show your product in use somewhere locally; you may have undertaken some price promotion which you wish to communicate; or you may just simply be telling your potential customers about the products and their benefits.  If you do attempt some basic branding, undertake some general market research first by talking to your customers.  Be consistent, and make sure that all of your advertising and promotion is integrated. Do not confuse anybody with mixed messages.

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