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What Is Content Marketing?
Napier Partnership Limited
www.napier.co.uk
@NapierPR
Content Marketing
• Generation and sharing of information with potential customers.
• Valuable, informative content that presents the company’s products in the best light, and positions it as a thought leader.
• Increasingly important element of lead generation.
• White papers, case studies, analyst reports & videos.
• Content marketing should use materials that add value to the company’s products or services.
Why Is Content Marketing So Popular?
• Increased customer engagement when they provide valuable content.
• Company websites also offer the opportunity to place content behind a “registration wall”.
• Now cheaper and easier than ever to distribute content.
• Social media amplifies the message and distribution to a wider audience.
What is the difference between contentmarketing and inbound marketing?
• There is a big overlap between content marketing and inbound marketing.
• Content marketing doesn’t have to generate inbound enquiries. .
• Inbound marketing can use other approaches to engage potential customers.
How Do You Make Content Marketing Effective?
• Only effective if the content has value.
• The more useful the information, the more likely customers are to engage and offer up their contact details in exchange.
• Give away information that previously was proprietary.
• Collect data about the customer in exchange for information.
• Combine with email marketing, to target prospects at different stages of the sales process.
• Tier the content: give away some, and put exclusive content is behind a registration wall to act as a lead generator.
How Do You Start A Content Marketing Campaign?
• Identify information, expertise and industry insight
• Consider the needs of customers at each stage in the sales funnel, and create content that will help them move from one stage to the next.
• Decide which content will be freely available and which will be hidden behind a registration wall.
• Distribute and promote the content.
Need Help?• With so many B2B technology
companies running content marketing campaigns, it can be difficult to rise above the noise.
• For help in making your
content marketing campaign deliver outstanding results contact Napier - [email protected]
About the Author
Mike has directed major PR and marketing programmes for a wide range of technology clients throughout UK and Europe, ranging from technology start-ups to global market leading companies.
Mike Maynard Managing Director of Napier Partnership Limited
www.napier.co.uk
@NapierPR