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Digital Content Marketing – Should we be getting involved?

by Eleanor Cook

One of the biggest predicted digital trends for 2014 is content marketing and it’s not something your business can ignore. In this post I have put together some ideas about how content marketing can work for your business and there is no better place to do it than through digital marketing channels.

Why should we do it?

‘It’s about telling not selling.’

In a highly saturated world of constant marketing and sales messaging, consumers are becoming increasingly oblivious to blaring advertising messages.

Businesses can use content marketing as a tool for increasing interaction and engagement with their consumers. It is a great way of improving your target audience’s understanding of your business proposition and the product/service you offer. It can significantly increase brand awareness and position your company as an expert in a particular field.

While you can’t always measure the direct sales return on investment for content marketing activity, it is highly effective in making your brand stand out from the competition. There are also often lower costs involved with content marketing than with more traditional marketing methods.

Where can we start?

First of all, you need to create some content. This could take any format you think would be most likely to appeal to your target consumers. It could be video, audio clips, written content, events, mobile apps – think creatively! Your content will be more successful with your audience if it is more informative and engaging than sales-orientated.

Here are some examples for inspiration:

Energy drink Red Bull promote their extreme sports video content through Red Bull TV online. This is designed to specifically appeal to their target market of active, dynamic males aged 16 – 35.

Heinz has a range of recipes online, including their ‘Tasty Winter Warmers’ selection. The recipes use Heinz ingredients where possible and provide further information with a click-through to the product’s page.

If you have a company blog, use it as an initial platform for your content because this will encourage visitors to your website and you can gauge how popular it has been. Increase the reach of your content by promoting it through your social media networks, such as Twitter, Facebook, Google+, LinkedIn etc. You could even create a special relevant hash-tag and send out some tweets on Twitter to measure the general level of engagement for your content.

Once you have created useful content that your consumers will be keen to engage with, it can be a great excuse to get in touch with your marketing database and promote something that isn’t a blatant sales message. You could run a targeted email campaign and measure the click-through rate on various content pieces to determine which has been the most popular.

So have a go at content marketing and bring back engagement with your consumers on a whole new level.