In fact,90% of B2B marketers said they used content marketing to reach and retain loyal customers last year.It’s undeniably one of the most effective ways for companies to attract qualified prospects, create value for customers, and build an army of brand ambassadors.
That’s why the Brandfolder marketing team decided to prioritize our content marketing strategy in 2015.The result is that our content drove almost 20% of Brandfolder’s overall revenue generated in the second half of the year.
In this post, we’ll share our four most valuable lessons learned in maximizing value from our content. We’ll also reveal the key insights we garnered from listening toJoe Pulizzi(Founder of theContent Marketing Institute) speak at BMA Colorado’s keynote event.
Now that the world understands the importance of content marketing, it’s become a very crowded space to play in.So, how do you cut through the noise and differentiate yourself in a saturated market?
The key here is to be strategic about who you are, and what you write about. To do this,define your company’s “sweet spot”— What topic are you both knowledgeable and passionate about? This will ensure that you’re motivated to create stellar content on a consistent basis, and that your customers will receive true value from what you write.
Once you’ve found your sweet spot, you need to “tilt” your content.Figure out how you can spin your topic in a unique way that will set you apart from similar companies.
Take Ann Reardon from “How To Cook That,” as a perfect example. Ann is in the baking industry (a pretty crowded space), yet has over 2 million subscribers on her YouTube channel. Her content tilt? Explaining how to bake impossible, crazy sweet creations like iPad cakes, giant Snickers bars, and handbag cakes.
Lastly, focus on one topic, using one channel, and publish content consistently. Your readers will learn to expect and look forward to your content, paving the way for a loyal customer base. Once you’ve mastered one channel (like a blog), then you can start expanding to other channels (such as webinars, podcasts, and eBooks).
What he means is: Don’t rely on social media channels like Facebook, Twitter, and LinkedIn to build your customer base. You can’t control their algorithms, or whether your followers actually see your posts on these platforms.