The Power of Content Marketing

Earlier this week Hollie Pratt our local editor of and the Kingston Heritage informed me that one of my In Your Neighborhood articles had been the most read on the site so far for the month of August. For those of you who are familiar with the Metroland In Your Neighborhood program you already know that this is our content marketing platform. So of course I first asked which one? It was an article we did for Nova Health Naturopathic Centre titled “The paleo diet:Weight loss becomes a reality”. I then discovered that this article has been read more than 1800 times since it was posted  on August 1st. We produce and host Nova Health content on a monthly basis and this type of marketing works extremely well for this client but this article alone will more than pay for their annual Metroland online marketing strategy. Think about this for a second; 1 article has been read nearly 2000 times and tweeted 14 times. These are engaged potential customers many of which will take the leap to call or email Dr Oxboro to schedule an appointment. I don’t know about you but I can’t think of anything this customer could do achieve a higher ROI than than content. This individual article works out to a $250 investment. Let’s break this down in digital terms for a second. If a pay per click campaign received 1800 clicks that would likely cost in the range of $2700. I would argue that having an engaged audience who just read an article about your services is much more valuable than a click to your website from a Google search. Add in the article is linked to to the Nova Health social media, email contact forms, website, phone number and whatever else they want to share with their readers. The clicks you do get also become that much more valuable and with no additional cost that come with a PPC caampaign. The customer gets to qualify your business and services before they click  thru to your website.

The message I want to send with this blog is not only the importance of having a content marketing strategy as part of your marketing plan but putting the proper thought into that strategy so that it’s effective. I have many clients who leave it all up to us, but we don’t know your business like you do. Nova health is one of those who provides Metroland with the proper detail so that we can produce powerful effective content. When that happens the end result is a successful content strategy with engaged customers which translates to a high ROI.

Here is the link to article

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Does Your Business Need A Content Marketing Strategy?

For those of you who are not yet familiar with content marketing you will be very soon. Content marketing is one of the fastest growing trends in advertising. Here is a definition that I took from the Content Marketing Institute “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

For years  businesses of all sizes have banked on traditional call to action advertising campaigns to get business through the door such as newspapers, direct mail, radio, TV the list goes on and on. The demand for traditional advertising continues to change as advertisers look for alternatives to grow their business. There still is a place for traditional media and it can be very effective if done properly but today’s consumer is a more intelligent buyer in that they do more research on that little thing we call the internet before they buy. This shouldn’t be completely foreign to traditional advertisers as many businesses have been using advertorials through print with great effectiveness for many years. Just look at content marketing as an extension to that.

When done well the content appears as a news article about a specific industry topic with a catchy headline. The technical term for this if you want to impress your media rep is native advertising. It should not be obvious in any way that this is an advertisement. The goal is to provide consumers with relevant information so that they can make a more informed buying decision. This should be a consistent marketing strategy such as Metroland’s In Your Neighborhood platform where we produce and post monthly content geared to your business.

Customers attained from content marketing are far more likely to be loyal repeat customers as they are educated on what it is that sets you apart. When combined with a traditional advertising strategy such as direct mail or a print campaign it can be very effective. Relevant content is also a great tool to communicate with your current customers through social media and email marketing to remind them why they do business with you versus the competition. Here is an example how it can work.

This is an opportunity to separate your business from the competition especially those who are still exclusive to traditional advertising. A good example is a direct mail package with a new restaurant inside let’s say a pizza guy with 3 or 4 competitors in the package. Chances are all 4 will have similar specials so if you are the new guy on the block why would they try your product when they already know they love “Tony’s Pizza” Most people are going to stick with what they know unless you are giving away free pizza’s which doesn’t make any sense from a business perspective. But if the “new guy” has a content marketing strategy explaining why using healthy ingredients is important, using better ingredients, the importance of using fresh ingredients, how using the best cheese makes a better quality pizza.….the likelihood of picking up the phone and responding to the ad is that much greater. Personally I would be more likely to try the new guy as there is already a buzz in the community. This also holds true for established businesses who want to find new customers.

Chances are you are still using traditional media to promote your business which may or may not have the impact it once did. Regardless of that success you need a content marketing strategy to separate yourself from the pack and take your business to the next level. Content creates loyalty, attracts a more educated customer, enhances your SEO as search engines reward quality regular content and in the end when combined with your traditional marketing increases your ROI. With solid content your customers will look forward to your advertising and you will earn their business with a soft “not in your face” approach. This is the present and future of multimedia advertising and it should be part of your marketing platform.

Follow me on twitter @geoffjosey

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