While more than three in four companies actively use content marketing as part of their promotional efforts, less than half feel that the efforts are successful. What does this mean for your small business in Iowa? You have the power to compete with the big guys. Contact Creative DSM today to get a free SEO Audit to see how you stack up now.

Why Was Content Marketing Developed?

Marketing as a whole is shifting from promotions (read: selling), and instead focusing on interacting with customers. In the age of digital marketing, buyers have become researchers. This means customers no longer want companies to be pushy sales people, they want to invest in products and companies that match their mission. This social change created a need for a new marketing strategy, which we refer to as inbound marketing. Inbound marketing starts from creating content that focuses on what the company does and why, and leads to sharing information prospects want to consume. This builds a customer pathway to the company. Meanwhile, the content marketer is positioning their product or service as the ideal solution.

Inbound VS Outbound Marketing

Some marketing tactics push information out. Think print ads, online display ads, and direct mail— all of these methods are what’s known as outbound marketing. These tactics have a place in your marketing toolbox, in fact, the SBA just published a cool article discussing the rebirth of direct mail. However, inbound and outbound marketing methods are exponentially more effective when used intelligently, in tandem.

In contrast from outbound marketing, content marketing aims to attract people to your organization by providing information that is valuable to them. However, content marketing does not, bring fast results. Search engine optimization is a long term strategy to build a brand and keep a constant flow.

How to Create Content People Want

Content marketing strategies are propelled by delivering information that’s useful to your ideal client. We published an article a while back about how to define this audience; read here if you'd like to learn more about identifying this segment. Once you have identified who your ideal client is, it's time to create content using:

• Social Media - Using platforms like Facebook, Instagram, LinkedIn and Twitter, you can find out what people want and point them to the information they’re looking for.
• Email marketing - Using enhanced segmentation - like buyers who purchased small products, return buyers, or abandoned cart visitors - you can deliver promotions, how to's and flash deals that are tailored towards their buying habits.
• Search Engine Optimization (SEO) - Using keyword research, you can help boost your rank in search engine result pages. The focus is to create trustworthy content that earns attention, social shares, and the coveted backlinks from other websites.
• Search Engine Marketing (SEM) - Once you've created the content, it's time to boost the traffic with pay-per-click (PPC) campaigns. Always keep your campaigns relevant to your material and keyword rich. The goal is for new customers to find you in un-branded terms.