by Catherine Staub, Ed. D.
Content marketing is catching, but some marketers are still reluctant to give it a try. Lexicon understands that hesitation. We believe in the power of content marketing, but when we put ourselves in the position of someone who’s unfamiliar with the concept, even we can see contradictions. We’re here to help make sense of content marketing’s “conflicting” concepts.
Create valuable content people would pay for, but provide it free-of-charge.
Putting your content out there and making it accessible to anyone who’s interested can help you increase brand awareness. It also allows you to provide a service to prospects before they hire you, paving the way for sales. Customers might appreciate this no-strings-attached-approach and pay you back with repeat business.
Use content marketing to sell goods and services, but don’t discuss said goods and services.
Content should focus on educating consumers rather than promoting offerings. There’s a fine line between discussing the value of goods and services and advertising them. Minding that line can help you establish a reputation as a knowledgeable expert and promote trustworthiness, proving that you truly care about your potential clients.
Content marketing should catch attention, but it shouldn’t demand it.
Content marketing doesn’t interrupt the user experience; it’s about enhancing the user experience. Content marketing delivers content consumers choose to spend time with because it contains compelling information they care about. Quality content entices people to read a custom magazine or blog post because they want to, not because they have no other choice.
Use content marketing to capture leads, but keep providing content after the sale.
One purpose of content marketing is to influence consumer behavior to generate ROI. Content marketing can be an effective way to secure new clients as well as keep them. Continue providing content to help maintain relationships, create upselling opportunities, and develop a deep loyalty between you and your customers.
Content marketing is the future, but don’t abandon other marketing strategies.
The bottom line: Traditional marketing is still essential. Content marketing should work in tandem with other marketing techniques to create a stronger, more successful strategy. Content marketing can often form the foundation of other forms of marketing as well. For example, without great content social media marketing and inbound marketing wouldn’t be as effective.
Catherine Staub, Ed.D. is founder and CEO of Lexicon Content Marketing, a full-service marketing agency dedicated to maximizing clients’ ROI. Dr. Staub is an experienced speaker, facilitator, consultant, and business leader. Before starting Lexicon in 2003, Dr. Staub worked for Wells Fargo and Meredith Corporation. She will be presenting at the IBA Marketing Conference, April 30-May 1.