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Content marketing is a simple strategy that uses written, recorded orlive content to attract and retain customers. It works because itpositions you and your business as a trusted resource and encouragesprospects to search you out as opposed to you doing all the chasing.Perhaps equally as important is that it rewards your customers forresponding to your marketing. Instead of getting the same old salespitch they get useful, informative or simply entertaining content.It's precisely because it rewards people for their attention thatit works so well when combined with other marketing strategies - andsmart businesses can use that fact to kick-start their existingefforts. Let's try an example:Suppose you run a nice upmarket café. Your traditional marketingmight include things like your ads in the paper or the leaflets youhand out. In terms of content, it's pretty much a sales pitch along thelines of, "here we are, this is what we offer and isn't it great."None of that really does anything for your prospective customerthough. On the other hand, as a content-led business you can make a fewsmall changes to those leaflets or ads that actually gives yourprospects something of value - and increases the response rateaccordingly.Start by looking at your ideal customers, what do they want? Arethey interested in healthy options? Saving money? Trying new things? Inthis case we'll assume that healthy eating is important to yourcustomers, they want to know how to prepare wholesome meals withminimum fuss.With that in mind, you might decide to create a series ofattractive recipes and simple suggestions for healthy alternatives toburgers and pizzas. That kind of information is useful in itself and sowill appeal to your market much more than a standard sales pitch.Now that you've got some content worth talking about you can use itto supercharge your ads and leaflets (or anything else you use). Yourads can be recipes in themselves, designed to be cut out and kept (orat the very least say 'check out our website for healthy recipesoptions'). Instead of printing leaflets destined for the landfill site,you can transform them into well-branded recipe cards that peopleactually want to keep.Done well, your great content makes you the place to go for healthyeating when your prospects couldn't be bothered to try those recipesthemselves. Even when they do, the recipe card or cut-out ad will stayin the home and likely get a few mentions to friends and family aswell.In short, if you start with a focus on creating valuable content toattract and keep customers, then bringing that content into yourexisting strategies is the prefect way to give flagging advertising andmarketing campaigns a real kick-start.
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