Content Marketing

If you’re ready for a content strategy that delivers valuable content at the right place at the right time, let’s talk.

Anytime there’s a discussion about marketing, content marketing is bound to come up. As it should because it’s proven to build strong relationships with your prospect and current customers. Exactly, what is content marketing? We turned to our in-house content marketers for a concise definition:

Content marketing is a long-term strategy of creating content that a target audience sees as valuable and consistently getting that content to them at the right place at the right time. Do that and the audience will react, be it put the company on their radar, become a brand advocate, buy the service or product or a combination thereof.

Our content marketers also told us what content marketing is not:

Content marketing isn’t a one-time blog or few-times-a-year social media posts. It’s definitely not self-promoting or blatantly self-serving. It’s not a tactic, but rather a strategy. And, content marketing is nothing new. It’s as old as storytelling.

Content marketing – or a version of it – is so prevalent that your company probably already engages in some form it. Content used in content marketing strategies include, but aren’t limited to:

  • Case studies
  • Infographics
  • White papers
  • E-newsletters
  • Emails
  • Webinars
  • Bespoke apps
  • Videos
  • Slideshares
  • Podcasts
  • Press releases
  • Blogs

So, if you’ve ever posted a video, wrote a blog or sent a sales email, you’re doing some content marketing. When you’re not getting the number or types of leads you want, it’s time to be more strategic about your message, delivery and timing.

Why Invest in Content Marketing?

Be Sought Out in a Sea of Options
Consumers in the digital and social media marketing age have options. They click and choose which companies they engage with, and they expect a meaningful, transparent relationship from those they buy from. They’re better than ever at sniffing out pushy sales thanks to intrusive digital and social media marketing.

Content marketing still uses digital and social media marketing, but the content is focused on consumers and building relationships. Do that and the sales come, then comes the brand loyalty.

Search Engines Reward Good Content Marketing
An EAG website content writer attended a content marketing seminar where a speaker joked that the best place to hide a dead body is on page 2 of Google’s search engine rankings. From Google’s perspective, highly ranking quality content is their business. Like any business, fail to deliver what users they want and Google fails.

When users search a term (aka keyword), your content marketing is how your product, service and knowledge moves up the search engine ranks. The more relevant and useful your content, the better chance of connecting and adding the user to your sales funnel. Your content establishes you as a thought leader. There is no better time to have your content found than when someone is actively searching for it.

The more clicks, links and sharing of your content, the more Google rewards it with higher ranking in search results. Plus, many types of content, such as blogs, costs nothing per click (aka organic).

Combine PPC with Content Marketing for Faster Leads
For faster, short-term leads compared to organic growth, Pay Per Click ads can lead prospects to the content on your website. Include a form for prospects to fill out or use gated content and ask for contact info in exchange for meatier content like white papers and research.

Content marketing generates over three times as many leads as outbound marketing and costs 62% less. Content Marketing Institute

How We Wrap Up Great Content in a Pretty Content Strategy Bow

Creating an Expiration-Proof Content Strategy
Content marketing isn’t a 30-day ROI. It’s a continuous process that must become part of your company’s culture. The biggest mistake made in b2b content marketing is pushing content that doesn’t matter to people.

  • We find the most effective content by looking internally to answer the questions your employees field most often.
  • We turn to all of your departments, from sales to support and more, to learn which questions make for the best titles for your content.
  • We perform due diligence for keyword selection.
  • We write content using your company’s voice and brand position that prospects and customers seek out.

Content Presentation and Timing is Everything
Creating your content strategy involves three steps:

  1. Matching content topics to alleviate buyers’ pain points.
  2. Choosing the right type of content for solving the buyers’ problem, e.g. a video, blog, white paper, etc.
  3. Make sure relevant open or gated content is available for buyers wherever they are in the buying cycle.

Great Outcomes for an EAG Client’s B2B Content Marketing Strategy
Five years ago, we developed CIRE Travel’s content strategy based on educating travelers on the benefits of choosing service over online travel sites. Over the years, we’ve revised the strategy to incorporate new channels and create, but never deviated from the service message.

Today, CIRE’s website outranks its parent company on Google. The president was asked to star in a VISA Small Business video and was quoted as an expert in the Sunday New York Times. CIRE’s e-newsletter won a BMA Fountain Award for results achieved. Read more about CIRE’s content strategy

Why Outsource Your Content Marketing?

Outsourcing to the Right Content Marketing Agency Gets Results
EAG’s content marketing services are flexible to match your budget and needs. Chances are that you’ve already engaged in content marketing. An inventory of your content can be a jumping off point to a cohesive, results-driven content marketing strategy. We’ll organize existing content and fill in gaps with relevant content topics and types.

Put Your Content in Award-Winning Hands
Perhaps you have staff who enjoy writing content. After all, no one knows your company and customers better than the people who in the trenches. We can help you decide where that content best fits in your content strategy, as well as edit for the medium.

Or, our content marketing agency’s writers can generate 100 percent of your content. EAG’s experts delve into your small businesses to develop your brand positioning in the marketplace, if needed, then creates content marketing strategies across digital and social media channels to support your business goals.

Our content writers:

  • Brainstorm content ideas, do research, conduct interviews and develop them into original, quality copy ranging in length from few words to thousands.
  • Collaborate with creative and digital teams to align content with the overall content marketing strategy and brand voice.
  • Use proven tools to develop a content strategy and content calendar reflective of your goals.

Skilled, Consistent Content Marketing is Worthwhile and Works
Marketing today includes content marketing, and that will not change anytime soon. The benefits of outsourcing it saves times, provides a fresh perspective for content topics and helps your ranking on Google. Together, that means leads and more business.

 

Get More Information