Content Marketing For Small Businesses
Content Marketing For Small Businesses in Uganda
Either write something worth reading about or do something worth writing about.~ Ben Franklin
Traditional marketing and advertising is telling the world you’re a rock star. Content marketing is showing the world that you are one.
What is Content Marketing?
“What if more businesses of all sizes did this type of activity, focusing not on their products in marketing, but on the informational needs of their target customer first?” asks Joe Pulizzi author “Epic Content Marketing.”
The marketing strategy goes by many names: custom publishing, custom media, customer media, customer publishing, member media, private media, content strategy, branded content, corporate media, brand journalism, native advertising, inbound marketing, contract publishing, branded storytelling, corporate publishing, corporate journalism, and branded media. Perhaps nothing says it better than content marketing. But what exactly is content marketing?
Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.
A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, and so on); be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies; and include multiple buying personas or groups.
We passionately take content marketing as a strategy focused on the creation of a valuable experience. It is humans being helpful to each other, sharing valuable pieces of content that enrich the community and position the business as a leader in the field. It is content that is engaging, eminently shareable, and, most of all, focused on helping customers discover (on their own) that your product or service is the one that will scratch their itch.
Content marketing is owning media as opposed to renting it. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.
Your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. Our Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
Why Your Business Needs Content Marketing
“It isn’t uncommon for managers at senior levels of large organizations to be so out of touch with customer or production reality that they don’t know just how broken some of their business processes are." ~ Michael Hammer and James Champy, Reeingineering The Corporation.
When you have a question or a problem, where do you go for the answer? Most likely a search engine such as Google.
When you are browsing through your favorite social networking site, what do you tend to share? Perhaps interesting stories or clever images?
When you are working out, do you possibly listen to interesting pod-casts or to the latest business audiobook?
When you are doing research to book a hotel room or perhaps buy some new business software, what do you look for? Perhaps testimonials or ratings for the hotel? Maybe a research or comparison report for the software?
In each case, it’s content that solves our problems, makes us laugh or gives us the idea for our next journey. Jon Wuebben, author of Content Is Currency, states that “through content, you connect. Content is the currency that powers the connection. It speaks to us, makes us want to share it, and motivates people to buy.”
Simply put, all those wonderful social media channels we have today are useless without remarkable content.
At Burt Systems Content Marketing Department can create content whose quality is equal to or better than what many media companies are producing. With your business focus, we can deliver tangible benefits to your organisation's prospects and customers by offering relevant content that helps produce solutions to some of the toughest problems your prospective buyers are facing.
By delivering content that is vital and relevant to your target market, you will begin to take on an important role in your customers’ lives. This applies to your online, print, and in-person communications. And this is the same role that newspapers, magazines, TV, radio, conferences, workshops, and Web sites have played in the past. Now it’s time for your organization to play that role. Start Now!
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Content Marketing and Social Media Marketing
As we meet with brands and agencies, we still come across people who are totally unfamiliar with the term “content marketing.” And as we begin to explain it, they often respond, “Oh, brands publishing content? You mean social media marketing.
Indeed, content marketing heavily involves social media. And, of course, in social media, marketers use content to get their messages across. But although there is plenty of overlap between content marketing and social media marketing, they are actually two distinct entities, with different focal points, goals, and processes. To help clear the confusion, let’s look at the major ways in which they differ.
The Center of Gravity
In social media marketing, the center of gravity—the focus of the marketing activity—is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside of Facebook, Twitter, LinkedInn, YouTube, Instagram, and so on. As they produce content, they place it inside of these networks.
In contrast, the center of gravity for content marketing is a brand website, whether it be a branded web address, such as SmartMarketing.Agency, or a microsite for a brand’s specific product, such as a Facebook Brand Page. Social networks are vital to the success of content marketing efforts, but in this case, “Facebook, Twitter, and LinkedIn are used primarily as a distributor of links back to the content on the brand’s website, not as containers of the content itself.
In social media marketing, content is built to fit the context of the chosen social platform: short messages in the 140 characters range for Twitter; contests, quizzes, and games for Facebook; and so on. With this type of marketing, brands model their behavior after that of the individuals using the social networks.
On the other hand, in content marketing, the context of websites permits much longer forms of content. Brands can publish blog posts, videos, infographics, and e-books, just to name a few formats. With this type of marketing, brands model their behavior after that of media publishers.
We need to think of social media marketing and content marketing less as two isolated options and more as interrelated parts of marketing’s ongoing evolution. The Internet has unleashed a revolutionary ability for every brand to communicate directly with its customers—without the need for a media industry intermediary.
Social media marketing is the natural first step in this process: access to users is direct (users spend lots of time on social networks), and content is generally formatted into shorter chunks, which makes the publishing process relatively easy.
But as brands become more familiar with their new role as publisher, the natural progression is to move toward content marketing. You don't have to dive into the content marketing pool yourself, we can hold your hand and produce longer-form, higher-quality content and build audiences on your business website—we can help you become a true media publisher. The rewards and results are arguably more powerful. Your brands can engage more deeply with your customers through content marketing efforts. And by driving consumers to your website, your business has a greater opportunity to gain leads and move them down the conversion funnel. Start Now!
Content and Content Marketing
Some experts say that content is any word, image, or pixel that can be engaged with by another human being. Well, we prefer to say that content is remarkable content that informs, engages, or entertains.
What makes content marketing different from simple content is that content marketing must do something for the business. It must inform, engage, or entertain with the objective of driving profitable customer action.
Your content may engage or inform, but if it’s not accomplishing your business goals (for example, customer retention or lead generation), it’s not content marketing. The content you create must work directly to attract and/or retain customers in some way.
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According to the Content Marketing Institute, 80 percent of buyers prefer to get company information in a series of blog articles versus paid advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, and 60 percent say that company content helps them make better product decisions.
Think of this: What if your customers looked forward to receiving your marketing? What would it be like if, when they received it via a brochure (print), newsletter (e-mail), website, social media, or mobile device, they spent 15, 30, or 45 minutes with it? What if you actually sold more by marketing your products and services less?
Yes, you really can create marketing that is anticipated and truly makes a connection! You can develop and execute “sales” messages that are needed, even requested, by your customers. Content marketing is a far cry from the interruption marketing we are bombarded with every minute of every day. Content marketing is about marketing for the present and the future. Contact our content marketing team now and get a free 30 minute consult, No obligations, NO fees.