Engage current and potential customers through Content Marketing.  Consumers today want to gather information and make up their own minds about what they want, and providing high quality, valuable information that makes them feel more knowledgeable helps you build a strong relationship with them.

Educate people about your products and industry, or provide exclusive insights or solutions to problems.   Content marketing can be as complex as publishing an eBook to something as simple as an article written for an industry journal or Web site.

Examples of Content Marketing:

• Long Form:
  • White Papers – usually 8-12 page document on a complex topic that needs explanation
  • eBook  – longer than a white paper, provides complex information in a reader-friendly format
• Short Form
  • Blog  - online journal that is usually somewhat informal and may contain links, pictures and more
  • Case study – 1-2 pages study of a single event that attempts to determine success
  • Article – a long or short written piece for publication
  • Testimonials – praise from a client or customer about the performance, quality, or value of a product or service
• Periodicals
  • eNewsletter – regularly distributed communication with customers and prospects, delivered electronically to recipients who have signed-up to receive it.
  • Print newsletter – regularly distributed publication delivered by traditional means; good for reaching audiences who may not be online
• Other
  • Mobile applications – an application designed for mobile phones.
  • Widget – a computer application that provides information or access to frequently used functions.
  • Facebook Application – a small computer program built specifically for Facebook profiles that may include things like games, news, or weather.

Why Research is Important:

While by its nature some content marketing will be your opinions or ideas it’s important to understand who you’re talking to. Resources that give you information on the lifestyle and interests of your audience can help you tailor your content and make it especially effective.  Ad-ology’s Customer Interest + Attitudes reports include media usage, lifestyle interests, shopping attitudes and what your customers and prospects are truly passionate about.

Content Marketing Do’s and Don’ts:

• Do think about your audience: What information would they find valuable, and how would they best receive it?
• Don’t start without planning how frequently you will provide new content; outdated content will turn readers off.
• Do provide ways to get feedback – comments can help you provide successful content and make connections.
• Don’t expect immediate return on your time investment. Content marketing is about developing relationships over time.
• Do research your competitors’ content.  Figure out what’s already out there then decide how to distinguish yourself.