In the post information age, marketers must now play a different game to drive business results. Which is one reason why companies that understand content marketing post often, on multiple channels and in a variety of forms, all under a unifying look and message.
Content marketing as opposed to conventional marketing, can improve the odds that your company will connect with your ideal customers. This is done in several different ways and we’ve put together a few considerations, as you get ready to launch your campaign.
Take RedBull, the Austrian energy drink company. They do a superb job with content marketing. They’ve created a whole culture around their vision of extreme sports, competition and human performance. They endorse athletes, host tournaments, run their own music streaming service, create destination trips with professional athletes, run a high end apparel shop, share a company newsletter and much more. All under one unifying brand message. Everything, including the content on their LinkedIn page is spot on message. It’s incredibly impressive and takes an exceptional level of coordination and consistency to truly get right.
But you don’t need to be the world’s leading energy drink maker to launch your own content marketing strategy.
Consider who you are writing to, create a profile of them (make sure to write it down) then offer them more than just advertisements about your services. Share with your ideal customers; insights about your business approach, solutions or thoughts on industry trends. Come up with a few assumptions, set goals, post on your channels, see how they perform, re-write and edit, revisit assumptions, re-write and edit some more, then rinse and repeat!
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