Active Mind

Trust is the most powerful currency in business.

Before you earn their business, you have to earn their trust.

Content Marketing builds trust, increases loyalty and improves lead quality.

What Is Content Marketing?

There are almost as many definitions of Content Marketing as there are Content Marketers, but they all say essentially the same thing, Content Marketing is the practice of producing content that is both valuable to your audience, and relevant to your business, and then making that content easy for your customers to find.

Put another way, it’s creating content that answers questions that your current customers or potential customers have, about topics that are relevant to your company’s products or services, and then publishing that content where they are most likely to see it, in the format they prefer. And, maybe even anticipating their informational needs and proactively providing them with the answers.

Ultimately, it’s about building trust with your customers and in this post-truth, fake news world, trust is the most valuable currency in business… (see more)

 

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Did You Know ?

Content Marketing has been around since the late 19th century, with companies like Johnson & Johnson, John Deere and Michelin (the Michelin Guide) producing their own publications. More recently, brands like Red Bull, Dollar Shave Club and Mint have built successful global brands using Content Marketing to amass huge followings of loyal customers.

What Are The Benefits ?

When done right, Content Marketing builds trust with potential customers and strengthens relations with existing customers. It does this by giving your customers and prospects something of value before you ask for anything in return. By anticipating their needs and accurately answering their questions, you position yourself as a great source of information that is credible and relevant to them. The impact on your brand is increased awareness, building brand affinity, establishing your brand as an authority and beginning to earn your customer’s trust. The impact on your business includes generating higher quality leads, increasing conversion rates, improving loyalty and more referrals.

Content Marketing is also more cost effective than traditional advertising. Like any new initiative there are upfront cost to ensure that you set out in the right direction. You have to have an intimate understanding of your customer’s informational needs… (see more)

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3 Content Marketing Facts

  • Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Source: Aberdeen)
  • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
  • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source: Aberdeen)

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If you would like to learn more about how Content Marketing can help your business grow, or just have questions, feel free to contact us. We love talking about this stuff!