#MediaMonday – Joe HengemuehlerOctober 5, 2015
Better Late Than Never?October 7, 2015
AZIMA Content Marketing
I attended the AZIMA content marketing workshop last week. Admittedly, I was hoping for a deeper dive into the concept, but still walked away with some nuggets of valuable information.
The session was led by Arnie Kuenn of Vertical Measures. Here’s some of the highlights:
The value in content marketing is that you are:
- Providing relevant content to your customers without interrupting
- Delivering information that makes your customers more informed
- Ultimately rewarded with their business
Did you know that:
- 93 percent of consumers use search prior to making a purchase (would have thought it would be 100 percent)
- 86 percent conduct non-brand queries (meaning you’ll search for “watch” rather than “Timex”)
- 90 percent+ buyers click on organic vs. sponsored ads (again, would have thought it would be 100 percent).
Just . Some things to consider:
- You need to publish like a publisher.
- What’s happening in your industry, seasonal content, think long-term, find your voice – humorous, serious, research.
- Take an inventory of your current content: out-of-date content, duplicate content, content gaps? Update, delete, fill!
- Why are you creating content? Is it for lead generation, revenue, customer retention, thought leadership, open new markets, lower customer costs?
- Who is your audience – current/potential, location, seasonal?
- Demographics, education, skill set, title, behavior, routine, obstacles, reading habits, where do they get information to make their life/work better. Are you where they look?
- Who’s going to create the content – hire it out, sales, technical, graphics, can clients/suppliers provide?
- Where is it going to be published – blog, website, rss feed, social accounts, news feed, (I say all places). Is it shareable? Make it easy for people to share what you have to say.
- Success measures – how will you measure your success? Engagement, traffic, leads, revenue.
The big takeaway for me was this – 79 percent of marketing leads never convert to clients (or sales); the lack of lead nurturing is the common cause of poor performance when looking at content marketing.
Which makes the point we say all the time, , you need to take care of it, help it along. Then, and only then, will it work.