In one of our previous posts, we hinted that we would be sharing more insight about engaging consumers with a high-quality content marketing campaign. We didn't forget, and have an exciting resource for those marketing and advertising professionals who like to pursue professional development on their own.
It is hard to come across good content, let alone good and free content. The majority of our industry has figured out that in many cases, we need to either be or support subject matter experts (SMEs) in order to get noticed. Once the consumer believes that your information is valid and is, in fact, reliable, then the relationship, whatever that may be, can form.
Corporate America today is so focused on the bottom line that it demands our sales cycle get faster with less information. How counter-intuitive.
Now, if you have been feeling pressure like that, you have a resource that provides data and research behind the effectiveness of content marketing.
Marketo, through PaperPicks, is offering its Definitive Guide to Engaging Content Marketing free to those who want it. And when it says "guide," it is not playing around. It is over 100 pages of quality information. It answers the simple questions, like what content marketing actually is, why businesses should bother with adding more content, what consumers think about businesses that use content to draw people in, and the hard questions, like how brands should develop a brand voice and how brands should create buyer personas to steps on how to hire and build a content marketing team.
It lists all types of content that brands are able to create, but best of all, it stresses the need to research and know your audience. Take the time to take to know current customers and why they come to you versus your competitors.
Take a glance through it. Even if you consider yourself a master of content marketing, this guide will only reinforce your efforts.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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