Content Marketing: Communicating with Customers to Create Leads and Loyalty
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Transcript of Content Marketing: Communicating with Customers to Create Leads and Loyalty
Content Marketing: Communicating With Customers to Create Leads and LoyaltyMary Ellen Slayter | March 11, 2014
Baton Rouge Area Chamber of Commerce
Inbound Marketing DefinedDefine content and inbound marketing
ROI of inbound vs. outbound
The new marketing ecosystem
From the Content Marketing Institute:
Content marketing is the art of communicating with your customers and prospects without
selling. It is non-interruption marketing. Instead of pitching your products or services, you
are delivering information that makes your buyer more intelligent.
The essence of this content strategy is the belief that if we, as businesses, deliver consistent,
ongoing valuable information to buyers, they ultimately reward us with their business and
loyalty.
It is primarily an inbound marketing strategy.
What Is Content Marketing?
ROI of Inbound vs. OutboundData from the past two years shows Inbound Marketing provides:
● More efficient marketing spend – lower cost per lead
● Higher Lead-to-Conversion rates
ROI of Inbound vs. OutboundData from the past two years shows Inbound Marketing provides:
● More efficient marketing spend – lower cost per lead
● Higher Lead-to-Conversion rates
The New Marketing EcosystemContent marketing works best when part of a 360-degree approach to a theme. Leveraging just 1
or 2 areas cuts down on amplification
Example
New software product
Announce on Blog
Promote on Twitter,
link back to blog
Create Whitepaper describing industry
need
Product demo to
prospects via Webinar
Why Does This Work?Customers want you to know and understand them.
Share your expertise and offer solutions.
Opportunity to differentiate.
Target with precision.
Engage to build relationships and encourage loyalty.
At Your Own CompanyStart with strategic objectives and marketing goals.
Know your customers.
Develop your content marketing strategy and objectives.
Create and distribute great content.
Analyze and evaluate.