Tuesday, January 8, 2013

Content Marketing Makes Your Integrated Strategy More Important

Fearless prediction: In 2013, you’ll continue to hear a lot about content marketing.

And rightly so. In an age when audiences are increasingly likely to ignore your hard sell, content marketing is a way to hold their attention by informing and engaging them. (It’s an approach that also supports the longer sales cycle of many B2B companies.)

But like any other effective marketing tactic, creating content your customers and prospects care about takes a fair amount of effort. You want to make sure you make the most of it. That’s why an integrated strategy is more important than ever.

Here are three steps to get you started toward consistent, efficient, effective content marketing in 2013:
  1. Involve your sales team. Ensure your content aligns with your sales initiatives and appeals to your customers’ evolving needs.
  2. Spread the word across channels. Use and reuse – taking different angles with different audiences – in blogs, social media and more.
  3. Create relevant landing pages. When you share free content, you can bring audiences back to properties you own to capture leads and continue the engagement.

 If you’re interested, explore these other integrated marketing ideas.

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