Marketing: All About Content

October 22, 2015

Any business can market. In fact, most businesses market to secure future sales, as few businesses can rely on customers coming to them without marketing. Not all marketing, however, is effective. When marketing campaigns are well thought out and planned, marketing achieves the desired results. Conversely, when done incorrectly, marketing consumes an owner’s efforts, results in wasted dollars, and produces little positive results.

Content As A Driver

Overall in today’s marketplace, consumers are very savvy. They do not have to rely on a business alone to find out information about a product or service…or even the business. With the Internet, information is readily available with the touch of a keyboard; therefore, content supplied by a business in marketing campaigns is critically important.

Buyers want to be informed, educated, and knowledgeable about how a company’s products or services will solve a problem they have or fulfill a desired need. This type of content can be delivered to buyers in a number of ways…demo videos, fact sheets, white papers, websites, or through personal contact. Regardless of the delivery method, content must be delivered to customers that speak directly to the target market and to the needs of that market segment.

To obtain optimum results, the right message must be delivered to the right person at the right time. This is the real marketing challenge since each business is different and each target market is different; therefore, there is no marketing template that can be used for every business. Each business is unique and, rightfully so; otherwise, there would be no competition, as no product or service differentiation would exist.

Zero In On The Target Market

An effective marketing campaign must hit the target market. If it is too broad (covers more than the target market), dollars and efforts are wasted. If the campaign is too narrow (does not cover the entire target market), then some prospective customers are never reached thus leaving “dollars on the table” from those potential buyers who never received the business’ message.

It is imperative that the right content reaches the right market. While it is assumed that any business would know its target market, many miss the mark by having great marketing content but speak to the wrong audience. A business might sell the same product or service to different markets necessitating different campaigns for the different markets. An excellent campaign directed to the wrong market renders it relatively ineffective.

Buyers Love Stories

Buyers want to know precisely how a business’ products or services will help them…what benefits they will receive. When buyers hear stories that are relevant to their needs or concerns, they immediately place themselves in the same situation. Marketing and sales barriers break down and the product or service being discussed becomes more appealing.

Stories might include:

  • Successes by another buyer
  • Solutions a buyer experienced
  • How something improved because of a purchase
  • Enjoyment received
  • Expenses lowered
  • Efficiency increased

Call To Action

Passive marketing can and will produce sales but only to a certain extent. The real goal of any type of marketing is to get customers to take some type of action…ultimately a purchase. Before the purchase, however, might be action such as phoning a business, walking into a business, requesting additional information, signing up for a newsletter, or downloading product information all leading up to an eventual sale.

Marketing content must include a “call to action.” This is what starts the chain of events leading to a sale. Rather than a simple “contact us,” explicit content with an effective “call to action” produces much greater results. Call to action content should mesh the target market, product or service information, and customer’s buying cycle with specific action that the buyer should take…now.

Duplicate Content

An advantage of creating the “right” content that produces an effective marketing campaign is that the same content can be used simultaneously in different types of marketing channels. Websites, social media sites, print, email, or direct mail campaigns can use the same content to extend a business’ brand. Find the content that works and duplicate it from platform to platform.

Content marketing...easy job? No, but preparing content that hits the mark time after time is critical for a business’ success. A competitive marketplace necessitates quality content. Content is everywhere, but quality content is what makes the difference between truly effective marketing campaigns and only mediocre campaigns. Plan, focus, and create quality content...that process drives results!