Everyone knows that content marketing is important. It seems everywhere I look there is lots of discussion about it. Content marketing provides a number of things to your company’s visibility on the internet. It helps
to establish credibility
to get noticed
to help attract the search engine results
to present your marketing message in a way that is helpful to your potential clients and customers.
Not sure what is content marketing? Let’s break it down simply first:
Content – articles, stories, tweets, headlines, information, photos, videos – all focused on a specific topic of interest to a company’s intended target audience. (My favorite for B-B marketing are case studies and white papers talking about positive solutions to problems. My least favorite – when people forget and post something political.)
Marketing – the effort to attract the target audience… as well as inform, influence and persuade the audience to feel, think and do. (Take action- call, email or click.)
Everyone has an opinion it seems, but here are some links to thought leaders in the content marketing space:
Joe Pulizzi, a key leader of the content marketing movement and founder of the Content Marketing institute has an awesome blog all about Content Marketing.
Mack Collier, content marketing innovator and Social Media consultant offers solid advice for marketers and companies working on their messaging strategy. (Thanks Mack for your recent email reminding me again not to post anything political in my social media feed because I’ll make 75% of the audience mad at me. It is a good reminder!!)
Today I wanted to link to a website that has many different marketing strategies. Ways to approach the marketing. No one way is correct and the others wrong, but it helps to understand the concepts behind these strategies.
I share this link to Marketing Strategies because it’s a great starting point. This page has 30 different methods, concepts and models of marketing strategies. Notice each one of these models and concepts are not talking about your social media tactics in your Instagram or Snapchat account, or the color of your logo or how you’ll blast out this email content? No, these strategies are talking about the foundation of the marketing… the why, not the how.
There is definitely a difference between strategy and tactics.
Creating persuasive messages and distributing them in targeted media that your audience and market will respond to everything in marketing.
If you are targeting a business to business customer, you are likely crafting a message for one of three generations. If you are wanting to target market three generations (Baby Boomers, Generation X, and Millennials) you probably already know that they all think and act very differently.
Trying to appeal to all three generations at the same time is difficult at best!
Do you know who is buying your product? Influencing? Recommending? And what criteria they use?
In the chart below from 2015, you can see that there are three distinct groups.
The different generations have a different criteria of what is important and use different words and phrases. When you are trying to target market three generations you have to be very broad in your appeals. And depending on who is doing the copywriting, you may find the wrong words actually offend rather than attract the very potential customer you’re trying to talk with (Take a look at her reaction at 3:07 into the video!)
Target Market Three Generations: How Old Is OLD?
I guess it is all about perspective, but putting yourself in someone else’s shoes is crucial to creating the right tone. Years ago I resented being called a “kid” when I was in my late 20’s. By the same token, the word elderly, senior and old have connotations and denotations that you just shouldn’t ignore.
Media – the tools you will use to communicate to your customers (with a schedule and budget)
Measurement – what you hope to accomplish and tracking how well it worked.
Last night I spoke to a room full of business owners about developing their marketing strategy. As business owners, they are all wearing many hats. I’m sure that finding the time to create a full marketing strategy is a challenge. If they don’t have a good background in marketing, it may be even more difficult.
To make it easier in the 90 minutes we had together, I helped walk them through their 4M’s and also touched on each of the 4 P’s of marketing.