• Wirya Hassan


Updated: Sep 15, 2019


Surely you also hum the mantra "Content is king" to yourself, right? In the meantime, nobody in the marketing world probably doubts the benefits of content anymore. However,

content in itself is not a miracle weapon and not a panacea against lousy lead statistics. What do you need to keep in mind when creating content for your content to make you

the king of marketing?

Probably the most important advice to make content effective is this: Bring your content to the people! Even the most sophisticated analytics, the brightest statistics, and the most helpful industry insights do not serve your content marketing at all if they're not read.

SEO is one aspect that can help you reach a wider audience. Even better, however, is the combination of digital and traditional marketing strategies to present your content to those who are most likely to become your customers.

Create content - in what form?

What comes to mind when you think about content in the context of marketing? Presumably, you immediately think of the word blog post. I strongly recommend blogging as part of your content marketing. If you were not convinced, you would not be reading this text here. Blog posts are a cost-effective aspect of your content marketing strategy, but with results to show for it.

However, your audience also wants to consume other forms of content.

Therefore, make use of a colourful mix of content forms, such as:

• infographics

• White paper

• E-Books

• E-mails

• Newsletter

• videos

• How-to instructions

• Presentations.

Publish content - expect miracles?

An equally important advice when it comes to content in your marketing is this: The content must be high quality. Even if you now reach many people with the most diverse forms of media, but the contents are mediocre, hold no insights or do not make work easier, then all the effort is in vain. Answer urgent questions. Offer solutions. Or brighten the everyday work routine from time to time with an amusing post. Your content must always add value to your readership.

Which distribution channels you should build

Just because the above listed forms of content are exclusively digital does not mean that you now only have to do digital marketing. A smart combination of digital and traditional strategies pays off at the end of the day.

What are the characteristics of these two approaches? Digital marketing, for example, relies on the company website, social media presence and banner advertising. Traditional

marketing traditionally uses print products such as brochures, posters, business cards, printed advertisements, as well as TV and radio advertising.

As different media use both approaches, they unanimously work towards the same goal: to build a brand and establish the company as an expert in the industry. Because of this common goal, it makes sense to combine both strategies to spread the content .

Content marketing via social channels

Meanwhile many printed advertisements include a little birdie or a blue "f". This is a classic example of linking classic advertising to digital marketing - in this case, the company's social media engagement . Displaying a punchy hashtag to encourage readers to interact is also a profound strategy for getting in touch with them online.

Use the technology!

What has also been appearing on print ads for a long time is QR codes. Be sure to use these precious black and white boxes - on advertisements, posters or even at your booth - to provide your potential customers with easy-to-use content.

Depending on the occasion, you can use this to direct interested parties to content on the respective topic or to refer to special offers. Get curious and see the "continuation of the story" online. This tactic also provides you with useful insights into which forms of advertising work best and which content you prefer to consume using content marketing software that you use for tracking.

From content to inbound marketing

Linking traditional with digital marketing means meeting the prospective customer and meeting him in exactly the medium in which he feels comfortable.

Building on content marketing means reaching your target audience with selected content, rather than hurling lurid advertising messages. Marketing combines all that and does a lot more. With content as the most important pillar, inbound marketing meets the customer as a well-informed partner at eye level.

Smart Content - even more targeted

Inbound marketing gives content marketing an accurate direction by targeting content to the buyer's journey and the corresponding buyer persona . Is it even more targeted? This is where smart content comes into play!

"Smart Content customizes content in rich text elements, forms, custom HTML, and / or CTA modules with the visitor's properties." ( Source: HubSpot )

The more information about your persona is integrated into your CRM, the more targeted and personal you can address potential customers. The more personalized the contact,

the higher the likelihood of closing a deal.

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