Content Marketing: The new Inbound Marketing Strategy

These days’ traditional marketing strategies have saturated consumer’s mind. Smart marketers are looking for a better and effective way.

Let’s see with an example, how can someone connect with the customers not by ways of traditional marketing rather by trying something really nutty.content_marketing_01

Southwest Airlines took a chance and entered blog-o-sphere by launching a humor-centric blog “Nuts About Southwest”. Hilarious content and airline peanuts scattered across the websites helped them to reach a huge audience who could resonate and connect with the brand. Interesting articles on travel, sustainability and corporate outreach surely won the hearts of many.

What have they done? This example explains the concept of ‘content marketing’.

Content marketing is the technique of marketing by which valuable content is created to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

It is not about direct selling but rather the art of communicating with your customers and prospects.

According to some statistics, marketers, on average, spend over a quarter of their marketing budget on content marketing.

When the question arises how we can easily do content marketing, the answer is, there is no better way other than social media.

Content marketing and social media are going hand in hand. Few ways how we can utilize this platform for content marketing are as follows:

  • When you are an expert in your field, it means there are lots of things that your clients want to know from you. Talk about these topics in your blog. They will respond.
  • Facebook Insights provide an in-depth look at every post a business makes on Facebook and is a great tool to use when building your content marketing. Using this, focus on contents which are of interest to your fans.
  • Make sure your posts are giving readers an opportunity to continue engaging with you. For example, you can provide a registration link to know about the topic more.
  • On twitter, tell a story through your tweets.
  • To offer insights in real time, live tweet coverage of events that are significant to your audience. This gives your brand the eyes and ears for tContent-marketing-cyclehose who couldn’t make it to the event.
  • Just because you don’t always have a professional videographer at your disposal doesn’t mean you can’t make great videos. Showcase professional videos alongside homegrown ones to help humanize your brand.
  • Try to indulge your blog readers into a storytelling about the brand. This would motivate them. An excellent example to showcase this is what was done by Red Bull. Extreme-sports related content and a diverse group of contributors made this blog a playground for their target audience — thrill-seekers and extreme sports junkies. Their blog indeed met the 4 I’s of storytelling- immersion, interactivity, integration and impact.
  • On LinkedIn, bringing in a steady stream of recommendations from clients or customers provides a renewable source of user-generated content
  • Google+ gives you the ability to create an eye-catching page experience. Take advantage of it by posting more than just links and text. Mix in a variety of photos, videos, and infographics for a healthy looking page.
  • If a good portion of your target audience lies in the community geared by Pinterest, utilize it well. Instead of a lone product image or a posed staff picture, show your product or team in action with personality. Action shots help your audience imagine themselves as a customer or client.

These few tips will surely make your presence on social media interesting; help you to get better search rankings, larger audiences and ultimately, more impressive results.

Have you strategized your content marketing for your business on social media? Share with us by posting your comments below.


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