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AZIMA Content Marketing

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 like any proactive communications effort, you need to develop a strategy for your content marketing .  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  • Take an inventory of your current content: out-of-date content, duplicate content, content gaps?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, if you are going to develop a strategy, you need to give it the time it needs to be successful , you need to take care of it, help it along.  Then, and only then, will it work.

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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