Content marketing isn’t just for the big boys anymore. While the Internet is rife with content marketing case studies that detail the success of campaigns backed by marketing budgets that put some small countries to shame, the truth is that plenty of smaller businesses have put this practice to great use as well. To prove this point, and provide a little inspiration for your small business, let’s look at three of the best examples that show building a meaningful relationship with your audience doesn’t always come down to how much you’re willing to spend.
There have been several great articles published throughout the week. We’ve sorted through them carefully and have compiled some of the best from around the web.
There have been several great articles published throughout the week. We’ve sorted through them carefully and have compiled the best from around the web. Here are this week's must read articles in our Social Fusion Digital Marketing Weekly Review:
There have been several great articles published this past week. We’ve sorted through them and have compiled some of the best from around the web. This week we focus on a variety of articles as they impact the world of content. We first provide several articles that will help break down how to create quality content for your users. Then, we’ll give you some insightful articles full of great tools and tips on how to engage your target audience. Here are this weeks must read articles in our Social Fusion weekly recap.
So, you've created your article... made it search friendly, added your images, share functions and are looking for this to generate some solid awareness.That is just part of the puzzle. More often than not your article needs an additional push or amplification to get it in front of your target audience. Taken as an individual tactic, content distribution may seem like a difficult chore. However when integrated with your virtual persona, keyword and content planning, most of the difficult work has already been done. Now you need to focus on finding your audience and getting this in front of them.
Today’s podcast features the web-savvy Lorraine Ball in tandem with our host Chris Muccio and the topic up for discussion is Content Marketing. It only takes a couple of moments for the duo manage to dismantle a common myth of selling - having to cold-close or try high pressure, heavy handed tactics to make a sale. They share how using content strategically shift the way selling is done.
It seems every year, there is a new flavor du jour when it comes to social tools and platforms to drive business. Facebook is a monster, but has serious limitations when it comes to selling B2B (business to business). LinkedIn is a powerhouse in the B2B space, but lacks the size of Facebook. Enter Google+. The opportunity is there for it to be a powerful presence on the digital business stage.
Entrepreneurs and business people will agree that for a business to thrive and maintain a steady growth in terms of profit and success various measures are put in place. One such measure is the inbound marketing for business strategy that has given marketing a whole new face that makes it more exciting. This is a type of marketing that is magnetic. It natures prospects by using content that is attractive rather than interruptive.
Today, almost all business internet presences require some form of content marketing for leads and blogs are the tip of the spear in performing that function. They are brief, pointed, no-nonsense messages, small businesses can use to target their audience, draw them in to visit their websites and take valuable action to turn leads into sales.
Content marketing for small businesses offers an effective way to build web traffic and drive prospects into your sales funnel. If you are running a small business, leads are very important. They help drive the sales cycle. The best way to get qualified leads is with rich quality content.
Here are three companies who have had success with content marketing for small businesses:
Company # 1: Security Management Solution Company
Problem: This company provides a specific solution to manage security incidents and events. Their earlier market was specific and narrow. After introducing a new product with a lower price, the company wanted to expand its market.
Campaign Goal: To open up their solution to a wider audience and to compete effectively against their 22 competitors. Their focus was to become the go-to website for customers who wanted information on their industry.
Work Done: The company hooked up with experts in their particular field to produce a variety of content including articles, white papers, and podcasts. The content focused on sharing information instead of hyping their products. The company implemented careful tracking of leads and their interests. This allowed sales staff to engage the prospects intelligently and effectively.
Outcome: Qualified leads increased by 171 percent within a year. The conversion rate for leads to customers increased from 42 percent to 75 percent at the same time. Revenue increased by 38 percent.
Company # 2: Law Firm Specializing in Consumer Law
Problem: A law firm had the chance to capitalize on the use of Chinese drywall in construction. The drywall caused health problems for residents of buildings where builders had installed it.
Campaign Goal: The law firm wanted to become the go-to firm for victims of this drywall problem. Because other firms were going to move on the same issue, this firm wanted to move quickly and effectively.
Work Done: The law firm grabbed a relevant URL related to the problem. Within a few weeks, the website was full of rich content with up-to-date information added all the time. The content provided information. The mention of the law firm was subtle. With a solid SEO base of content, the law firm took to social media to spread the word.
Outcome: The law firm holds their own on the first page of search engine results. Almost 4000 unique visitors come to the site monthly. Fifty percent of the law firm's leads come from the blog and website currently.
Company # 3: Environmentally Friendly Thermoplastic Manufacturer
Problem: This company produces environmentally friendly thermoplastics. The company faces high levels of competition from traditional thermoplastics manufacturers. Potential customers hesitated to use an untried product.
Campaign Goal: To educate potential customers on the environmentally friendly thermoplastics available.
Work Done: The company commissioned a white paper focused on the benefits and reliability of the company's products. The white paper focused on one of their customer's use of the technology. They placed the white paper on their website for customers to download and read.
Outcome: The white paper generated a great deal of interest. It caught the attention of an industry magazine who wanted to feature the company in its pages. Over 500 leads came directly from customers reading the white paper on the website. Existing customers increased their purchases after reading the innovations outlined in the white paper.
All of these companies were the small businesses trying to play with the big companies. They used content marketing to give their companies the boost necessary to go to the next level. Companies of many sizes can use rich content. When it comes to marketing for small businesses, content rules the roost.
Topics: inbound marketing for business, content marketing for leads, small business growth, new customers, web traffic, what is content marketing, marketing for small businesses, online content marketing, marketing for small business, Content Marketing