Monthly Archive: February 2013

Need A Content Marketing Strategy That Works?

It’s Wednesday afternoon, have you answered your prospects’ questions today?

Providing good answers to the real questions potential customers ask — on your own website — is the key to a successful inbound marketing strategy, according to Marcus Sheridan, a.k.a. The Sales Lion. Sheridan’s company, River Pools and Spas, was spending 250,000 a year on radio, television and pay-per-click advertising, until the economy tanked and they had to cut the budget to about a tenth of that. The company began to focus on generating sales through informational blog posts and videos instead, and they’ve been wildly successful thanks to a common sense but unconventional approach.

Sheriden told the The New York Times, he merely examined how he and others actually use the Internet.

Most of the time when I type in a search, I’m looking for an answer to a specific question. The problem in my industry, and a lot of industries, is you don’t get a lot of great search results because most businesses don’t want to give answers; they want to talk about their company. So I realized that if I was willing to answer all these questions that people have about fiberglass pools, we might have a chance to pull this out.

I love when the answer is this simple. People who might want to do business with you have questions they need answered and it’s your job to answer them.

Sheriden reports that price is always one of the first questions River Pools gets from potential buyers. So, he wrote a post about what it costs to install a fiberglass-pool, and used every cost-related phrase he could possibly type in. Remarkably, he’s been able to track a minimum of $1.7 million in sales to this one plain Jane article (screen grab posted below).

Fiberglass Pool Prices

It’s strange to see Sheriden’s post and realize just how effective it is. In the advertising business we think of elegant solutions as perfectly crafted commercial art pieces. But perfectly crafted for whom? The truth is we often make ads to accomodate our own tastes. But that’s all wrong, especially online. People are searching the Web right now for answers to the pertinent questions before them.

What shall we make for dinner tonight?
Where shall we go on vacation this summer?
How do we develop a winning content strategy?

It is time to get your list out and write down all the questions that prospects ask you (I’ll do the same here). By the way, I’m happy to help you answer the questions on your list and make multimedia content for your site that draws people in, so you can make a sale. That’s what content maketing is, and it’s what we do best.

Answers To Your Content Marketing Questions

I became a Content Director in 2006, after a decade working as a copywriter. Hard to believe it was seven years ago, but this fact leads me to point out how old content is. Content is old as the MarCom Hills. John Deere created The Furrow, a magazine for farmers in 1985. It’s still going strong today. Yet, “Content Marketing” has emerged as a major buzzword and topic of conversation today — like Social Media before it — and many clients and agency personnel continue to shake their heads and ask, “What is this Content Marketing and why do I need it?”

Content Marketing is brand-sponsored text, images, audio and video, plus live experiences that people actively seek out, thanks to the fact it enriches their lives in some small way, either by providing compelling entertainment or some form of utility. For instance, I helped Columbia Sportswear make their first smartphone App, “What Knot To Do” in 2009, which provides branded utility to sailors, climbers and others.

WhatKnot_ColumbiaSportswear_App

Rosie Siman of 360i uses a similar description:

We define it as assets and experiences that, in aggregate, form pieces of your brand story. It can range from apps to ebooks, from infographics to transmedia experiences, from tweets to filtered photos.

Siman also touches on how Content Marketing is different from advertising.

I’d argue that all commercials are content, just not necessarily good content. Though the reverse isn’t necessarily true: good content doesn’t have to resemble what we traditionally think of as commercials.

I see the differences as more distinct, even though the purpose is the same (to build the brand and grow the business).

Most advertising we see everyday repels because it’s loud and obnoxious me-first messaging. Content flips the script by placing the audience, not the marketer’s talking points, at the heart of the communications strategy. For instance, a community credit union may have better rates and lower costs, which are perfect points of difference to build an ad campaign around. But the credit union’s content strategy won’t follow this formula, instead it will discover what credit union members care about, and where the brand’s interests intersect.

A company is not an island, it’s part of a community made up of workers, customers and so on. People in your community already tell stories about your company, whether you realize it or not. By telling some of your own, you can help guide the narrative around the brand. You can’t control it, but you can elevate the overall discourse and put the brand’s best foot forward.

Just like your company is not an island, either is the content you make and offer to your various constituents. The best content is a perfect compliment to your advertising and PR. Content helps deepen connections with prospects, customer and staff. It doesn’t replace your ads or your PR, it is one-third of the paid, owned and earned media trinity.

Feel free to call me at 503-970-3862 to discuss in greater detail.