4 arguments for making content marketing integral to your comms strategy

by Sarah

Want to look after those not-quite-ready sales leads and be the go-to resource for insights in your sector? Then content marketing should be a key strand of your communications plan.

Rather than shouting ‘me, me, me’, the idea behind content marketing is to give your prospects what they want; fresh and objective content that helps them learn something and increases their trust in you and your business.

Whether it’s a how to guide, e-book, video or infographic, there are numerous forms that content marketing can take. By using your website as the platform and running timely, effective email and social media campaigns, the world is, almost, your oyster.

4 reasons why content marketing should be on your to-do list:

  • Customers come to you. People seek out objective information that helps them learn. If you create this for them, you are reaching those otherwise harder to engage people that aren’t quite yet ready to buy from you, but will do eventually.

  • The stats. 80% of business decision makers prefer to get company information in a series of articles rather than through advertising. Another 70% say content marketing makes them feel closer to the sponsoring company.

  • It’s far more established than you might think. The Michelin Guide was launched in 1900 as a free travel and car maintenance guide. The John Deere magazine ‘The Furrow’ was launched in 1895, showing farmers how to be more profitable. It is still printed in 40 countries today, with online and tablet versions now available.

  • As much as many of us enjoy a good read of the Sunday papers, print sales are in decline. Relying on column inches can no longer be the main measure of any PR campaign.

For a chat about what content marketing could do for your business just give us a call on 0114 327 3920.