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Creating Useful Content

Written by Flawless Inbound on Jul 17, 2015 2:03:00 PM

In Marketing Enablement

Seven Flawless Marketing Essentials - Part Six: 

When it comes to content, it is crucial to employ useful, informative and creative material that compels buyers to do something (like read another eBook, download a case study, complete an assessment, or pick up the phone). It is critical to be able to measure the performance of this content as well. That is the basis of data driven marketing. You must determine what is deemed to be useful, informative, and entertaining, and the end result will always be educational. The way that you plan, write and arrange content will establish whether or not people will be drawn to your material. This is only achievable if you have the correct processes in place.

Many marketers are currently creating content as part of their digital marketing strategy, but are unsure as to whether they are investing time and money in the right areas. Content marketing can be a confusing matter for small business owners that are not well versed in the subject. Without the proper training, or guidance from a trusted source, they may find themselves wasting time doing

things that just don’t matter, and ignoring things that do. This is why it is key to either invest the time in learning about proper content marketing practices, or to outsource an agency or firm that specializes in this process.

Please take the time to consider the following content marketing statistics:

1. Nine out of ten, or 90% of B2B marketers in North America are using some form of content marketing. (Statetofinboundmarketing).
2. 60% of them will use content marketing on a weekly basis. (Marketo).
3. Over 41% of all marketers conclude that content marketing has a positive return on investment. (EMarketer).
4. Whitepapers used to be the most popular form of content marketing; now 95% prefer shorter forms of communication. (DemandGenReport).
5. 82% of prospects find that relevant content is the most useful to them. (DemandGenReport).

Create an Agenda

In addition, you’ll need to create a well-planned promotional agenda that gets the content out to people. For this step there must be a clear understanding of what action to take. This needs to be determined by studying what the customers do with the information they are provided with. We’re not saying not to spend money on promotion; we’re saying that in order for it to be effective, it needs to be well planned. That means you have to have all of the other pieces in place first. It is essential to have up-to-date knowledge of LinkedIn, Facebook and Google, and to understand how this type of promotion is performing for other organizations.

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